MANILA – The Department of Tourism (DOT) and AirAsia have agreed to promote the Philippines as a Muslim-friendly destination and strengthen halal tourism.

"We’re strengthening our commitment to inclusive travel by collaborating with the DOT to help position the Philippines as a premier Muslim-friendly destination," the carrier's president, Ricky Isla said during the signing of a memorandum of understanding at the latter's office in Makati City on Thursday afternoon.

A memorandum of understanding between the two was signed to formalize AirAsia's commitment to providing Halal-certified meals in all of of its flights.

"The Philippines has about 15 million Muslim people which creates a great opportunity in the growing Halal industry. This growing market segment seeks Halal-compliant products and services" Isla remarked.

On Jan. 16, the airline will introduce new menu inspired by Davao’s Halal-friendly Culinary Cup held last August.

The culinary cup, hosted by one of AirAsia's partners, the Universal Islamic Center, showcased the cooking talents of 11 tribes from Davao, including six Moro tribes (Tausug, Maguindanaon, Maranao, Sama, Iranun, and Kagan) and five Lumad tribes (Ata, Klata, Matigsalug, Ovu-Manuvu, and Tagabawa).

Isla said among the dishes that stood out were beef rendang and chicken pastil, and they will include these in the menu.

"With the Philippine Halal industry poised for growth, particularly as the country boasts the third-largest Muslim population in Southeast Asia and is increasingly becoming a preferred destination within ASEAN, we are optimistic about the future," Isla said.

Meanwhile, the DOT has officially recognized AirAsia as the first Muslim-friendly airline in the Philippines.

The DOT will provide training to AirAsia Philippines' workforce with regard to the partnership.

"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," Tourism Secretary Christina Garcia Frasco said.

She noted that the MOU 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.

Tourism Undersecretary for Muslim Affairs and Mindanao Promotions Myra Paz Valderrosa-Abubakar and AirAsia Philippines Santan Manager Pax Paloma witnessed the partnership signing.

Isla said AirAsia will be a strategic partner in carrying out DOT programs -- from country branding, product development, and other related programs by DOT-attached agencies.

"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," he said. (PNA)