Megaworld Hotels & Resorts leads the way for Muslim tourism in the Philippines

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Embracing a new standard on Muslim hospitality, Megaworld Hotels & Resorts (MHR) stands tall as the Philippine Department of Tourism (DOT)’s leading partner when it comes to promoting the country to Muslim tourists. 

As of press time, India, Indonesia, and Malaysia continue to be MHR’s largest Muslim source markets, as these collectively contributed to a 40 percent increase in Muslim stays and a 58 percent growth in revenue from January to March 2024. 

Since the signing of the Memorandum of Understanding on 6th May 2024 at the Arabian Travel Market in Dubai, MHR has taken the lead in supporting Muslim tourism growth across its 13 hotels certified as Muslim-friendly by DOT. 

According to MHR managing director Cleofe Abiso: “The milestones we have achieved in Muslim-friendly hospitality would not have been possible without the invaluable partnerships we have built with the Department of Tourism, local governments, and our certification bodies like the Halal International Chamber of Commerce and Industry of the Philippines. Together, we share a common vision of positioning the Philippines as a welcoming and inclusive destination for Muslim travelers.”

Abiso added that working in tandem with such partners has enabled MHR to set new standards in the Philippine hospitality sector.

She said: From being the first hotel group to achieve 100% Muslim-Friendly Accommodation accreditation to pioneering projects like Marhaba Boracay. At Megaworld Hotels & Resorts, we believe that when the public and private sectors collaborate with sincerity and purpose, we can truly transform the Philippine tourism landscape for the better.”

One with emergent trends

The rising demand is reflected in broader national tourism trends. 

According to the DOT, the Philippines recorded 630,000 Muslim visitor arrivals in 2024, marking a 23 percent increase compared to 2023. 

Malaysia remains the top source of Muslim tourists, with many visitors traveling in large family groups year-round. 

This proves that the Muslim market is growing with its total population expected to reach 2.3 billion by 2030.

Heartfelt service centred on diversity and inclusivity

MHR is proudly known for its Sampaguita brand of heartfelt Filipino service, creating a journey with the five senses for the guest and showcasing the values deeply-rooted in Filipino culture, such as love, honour, dignity, and healing, which the company instills in every aspect of its operations. 

MHR is also the first and largest Filipino hotel chain to achieve 100 percent accreditation as a Muslim-Friendly Accommodation Establishment (MFAE) across all its properties, as recognized by the DOT. 

In addition, the group recognizes the significance of Halal dining and ensures that its kitchens at Kingsford Hotel Manila, Grand Westside Hotel, Savoy Hotel Boracay, Savoy Hotel Mactan Newtown, and Belmont Hotel Mactan are Halal-certified by the Halal International Chamber of Commerce and Industry of the Philippines (HICCIP).

Further expanding its initiatives, MHR in partnership with the DOT and the local government of Malay, Aklan, launched Marhaba Boracay last 10th September.

This project transformed a portion of the pristine 300-meter white sand beach at Cove 2 in Boracay Newcoast into a dedicated Muslim-friendly zone. The area features family-friendly amenities and private spaces designed especially for Muslim women and children.

As more Muslim travelers discover the beauty of the Philippines, MMHR aims to stay  true to its promise of creating heartfelt, meaningful experiences with the Sampaguita.

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