AirAsia Philippines and the Philippine Department of Tourism (DOT) recently signed an understanding to enhance the Philippines as a Muslim-friendly destination and bolster halal tourism.
The memorandum was signed on January 10, at the DOT headquarters in Makati City.
The signing was witnessed by tourism undersecretary for Muslim affairs Myra Paz Valderrosa-Abubakar and AirAsia Philippines’ Santan manager Pax Paloma.
This agreement formalises AirAsia’s commitment to provide halal-certified meals on its flights and marks its recognition as the first Muslim-friendly airline in the country.
The DOT will train AirAsia Philippines staff regarding this partnership.
Tourism Secretary Christina Frasco stated, “As part of our strategy to position the Philippines as a Muslim-friendly tourism destination, we have ensured that the needs of Muslim tourists are appropriately addressed. We anticipate that the Santan menu will include more dishes that cater to our diverse communities, enhancing the experiences of our travelers.”
Industry Potential
Currently, there are about 15 million Muslims in the Philippines, presenting a significant opportunity for halal services due to rising demand.
AirAsia Philippines President Ricky Isla remarked, “We are reinforcing our commitment to inclusive travel by working alongside the DOT to make the Philippines a premier Muslim-friendly destination.”
The country, boasting the third-largest Muslim population in Southeast Asia, is seen as having great potential for growth in its halal industry.
Local Cuisine
Starting January 16, AirAsia’s Santan will debut a new menu inspired by recipes showcased at Davao’s Halal-friendly Culinary Cup held in August 2024. This event was hosted by the Universal Islamic Centre, an AirAsia partner.
Among the featured dishes are beef rendang and chicken pastil, which will be included in the inflight menu.
Isla emphasized AirAsia’s role as a strategic partner in promoting DOT initiatives aimed at branding, product development, and more, stating, “We strive to make aviation more inclusive, ensuring all feel welcomed and at home while visiting our beautiful country, including our Muslim friends.”
