SALAAM 2025 steps into the spotlight this June 27 to 29 at Quantum Skyview, Gateway Mall 2, Araneta City.Now in its second year, the three-day cultural and trade expo gathers travelers, entrepreneurs, halal brands, and community leaders with one goal: to make tourism in the Philippines more inclusive, intentional, and rooted in respect.
More than just a marketplace, SALAAM Halal Travel Phils is a celebration of Filipino Muslim identity—brought to the center, not kept on the sidelines.
For those less familiar, halal means “permissible” in Arabic. But it’s more than just a food rule. In Islamic practice, halal reflects an entire way of life—ethical sourcing, cleanliness, fairness in trade, and care for the community.
In travel, halal means access to certified food, prayer spaces, and culturally respectful hospitality. It’s not just a standard—it’s a reflection of faith and dignity.
Why Halal Travel Matters
The Philippines is stepping up as a Muslim-friendly destination. In the 2025 Global Muslim Travel Index (GMTI), the country rose to 8th among non-OIC nations, a big jump from 12th the year before. In 2023, nearly 500,000 travelers from Muslim-majority countries visited the Philippines—a 120% increase.
But for Filipino Muslims, this shift is more than numbers. It’s personal.
For years, Muslim travelers in the Philippines made quiet compromises—scanning menus for halal options, asking in whispers about prayer rooms, or wondering if they truly belonged.
Today, that story is evolving.
“For the longest time, we felt like outsiders in our own country’s tourism spaces,” said a halal business owner from Cotabato. “Now, there’s pride—and opportunity.”
What to Expect at Salaam Halal Travel Phils
SALAAM 2025 returns with a stronger, broader vision. This year’s event offers a curated showcase of halal-certified food, modest fashion, Muslim-friendly travel packages, and regional crafts. Think Umrah pilgrimages, wellness retreats, and heritage tours all under one roof.
Guests can also experience cultural showcases from Mindanao, the Bangsamoro Autonomous Region (BARMM), and Southeast Asia.
Adding depth to the program are panel discussions on halal certification, Islamic finance, women-led MSMEs, and faith-based entrepreneurship.
More than a trade show, Salaam Halal Travel Phils is a shared space. It’s a celebration of identity, community, and innovation.
A Government Strategy Taking Shape
This momentum didn’t happen overnight. It reflects focused leadership and policy shifts.
Under Tourism Secretary Christina Garcia Frasco, the Department of Tourism (DOT) launched Muslim-Friendly Accommodation Guidelines and formed strategic partnerships with hotels and developers.
One standout example: Megaworld Hotels & Resorts converted all 13 of its properties to meet halal compliance. Meanwhile, Marhaba Boracay, the country’s first Muslim-friendly beach zone, redefines what inclusion can look like at leisure destinations.
Legal support backs these initiatives. RA 10817, the Philippine Halal Export Development and Promotion Act of 2016, set the foundation for halal certification. Today, nine certifying bodies regulate compliance in food, cosmetics, and pharmaceuticals. A national halal logo now guides consumers and businesses alike.
According to Undersecretary Myra Paz Valderrosa-Abubakar of the Department of Tourism, strengthening the halal industry is both a cultural and economic imperative.
“Despite the 15 million Muslim Filipinos living in our islands, misconceptions around halal—and even the Islamic faith—still run rampant,” she said. “In developing our local halal economy, we raise awareness on current realities while also bringing to light the beautiful and longstanding Islamic heritage that the Philippines can boast of, even on a global stage. Beyond this, having a healthy halal industry will ensure that all the needs of our Muslim brothers and sisters—locals and tourists alike—are met, their requirements respected, and their faith received with understanding and openness.”
Not Just Business—But Belonging
SALAAM isn’t just about trade—it’s about visibility. In a country where Catholic imagery dominates public life, seeing Muslim-centered spaces sends a powerful message.
Visitors won’t just shop. They’ll meet farmers from Basilan, proudly sharing heirloom cacao and the stories behind it. In one corner, designers from Zamboanga will be crafting modern prayerwear that bridges tradition and style. Across the floor, young entrepreneurs will present bold ideas—redefining what halal can look like for a new generation.
“Halal isn’t just about food—it’s about ethics, sustainability, and care,” said a youth advocate from Mindanao. “It’s a way of life we’re proud to share.”
For many, Salaam Halal Travel Phils is more than an event. It’s a quiet affirmation: you are seen. You are valued. You belong.
A Travel Future Rooted in Respect
As the Philippines rises in the ranks of halal-friendly destinations, it’s not just chasing global recognition. It’s reshaping how we define hospitality.
From expo booths to beach resorts, from policy changes to personal stories, SALAAM shows what inclusion can look like in action.
Salaam Halal Travel Phils 2025 offers a preview of that vision—a future where culture, commerce, and community come together. A future where every traveler feels welcome.
Because true hospitality starts with respect.
