The Department of Tourism (DOT) and its marketing and promotions arm, the Tourism Promotions Board (TPB), are looking at exceeding the P1-billion sales they generated during the Arabian Travel Market (ATM) in Dubai in 2023.
Tourism Secretary Christina Frasco led the opening of the Philippine Pavilion at the ATM 2024 at the Dubai World Trade Center (DWTC), where she underscored the significance of the country’s participation at the event.
“I’m so happy to join all of you today at the Arabian Travel Market where the Philippines will make its mark as the Emerging Muslim-friendly Destination for 2023, and hopefully we would be able to defend that very same title especially considering all the strides that have been made by our government to prioritize Muslim travelers from this region coming into our country,” she said.
Frasco attributed the successful ATM 2023 participation of the Philippines to the hard work of tourism stakeholders.
The DOT signed a memorandum of understanding (MOU) with Megaworld Hotels and Resorts (MHR) to establish more Muslim- friendly properties in the Philippines during the opening of the Philippine Pavilion at the ATM 2024.
“Through the signing of this memorandum of agreement, all of the MegaWorld properties commit their properties to be Halal- and Muslim-friendly properties and, in addition to that, they will be our partners in furthering our country brand, Love the Philippines as well as to ensure the Filipinization of resort properties all over the country,” Frasco said.
MHR managing director Cleofe Albiso said the group is looking forward for its collaboration with the DOT to help the Philippines attract more Muslim tourists and create stronger ties with them.
“So, I hope that this MOU is just the start, and we also entice many of our stakeholders to do the same. Secretary, you have our full commitment, and we look forward to enliven this partnership,” she said.
MHR will be DOT’s strategic partner in carrying out various initiatives including country branding, manpower training, product development and related programs.