AirAsia teams up with Philippine Department of Tourism to promote country as Muslim-friendly destination

AirAsia Philippines and the Philippine Department of Tourism (DOT) recently signed an understanding that aims to promote the Philippines as a Muslim-friendly destination and strengthen halal tourism.

The memorandum of understanding was signed on Friday, 10th January, at the DOT headquarters in Makati City.

The signing was witnessed by tourism undersecretary for Muslim affairs and Mindanao promotions Myra Paz Valderrosa-Abubakar and AirAsia Philippines Santan manager Pax Paloma.

This understanding formalises AirAsia’s commitment to provide Halal-certified meals aboard all of its flights.

The understanding is also a sign the DOT has officially recognised AirAsia as the first Muslim-friendly airline in the country.

Subsequently, the DOT will provide training to AirAsia Philippines’ workforce with regard to the partnership.

Tourism secretary Christina Frasco said: “As part of our strategy to become a Muslim-friendly tourism destination, we have ensured that the touch points of Muslim tourists in the country are properly addressed. We anticipate that the Santan menu will add even more dishes that are inclusive to our communities in the country bringing more delight to our travelers.”

Frasco likewise noted that the understanding with AirAsia is a testament to the power of collaboration reflecting the agency’s shared aspiration for an inclusive and globally competitive Philippine tourism industry.

A booming industry

There are, at present, around 15 million Muslims in the Philippines, and this offers a great opportunity for the airline with regard to the booming Halal industry thanks to the demand for compliant products and services.

AirAsia Philippines president Ricky Isla said of this: “We’re strengthening our commitment to inclusive travel by collaborating with the DOT to help position the Philippines as a premier Muslim-friendly destination.”

Isla added that, as the Philippines has the third-largest Muslim population in Southeast Asia and its Halal industry poised for growth, he is optimistic about future opportunities for the country becoming a preferred destination in the region. 

Local flavours

Beginning Thursday, 16th January, AirAsia’s Santan will introduce a new menu inspired by recipes featured at Davao’s Halal-friendly Culinary Cup held in August 2024

Hosted by the Universal Islamic Centre, an AirAsia partner, the competition showcased the cooking talents of 11 tribes from Davao, including six Moro tribes and five Lumad tribes.

Isla said among the dishes that stood out were beef rendang and chicken pastil, both of which have made their way into the airline’s inflight menu.

He added that, moving forward, AirAsia will be a strategic partner in carrying out DOT programmes from country branding, product development, and other related programs by DOT-attached agencies.

Isla said: “We continue to try our best to make aviation more inclusive. We’re finding ways to enhance our offerings and ensure that everyone feels welcomed and truly at home when they visit our beautiful country, including our Muslim friends.”