The Department of Trade and Industry (DTI) is banking on its ‘Halal-Friendly Philippines’ campaign to strengthen ties with international partners and enhance the country’s presence in Southeast Asia and the Gulf Co-operation Council (GCC) regions, an official has said.
Aleem Siddiqui M Guiapal, Director and Programme Manager of the DTI’s Halal Industry Development and Trade Office, explained that the campaign is part of a broader strategy to develop the country’s halal sector. It is supported by collaboration between government agencies, including the DTI, Bangko Sentral ng Pilipinas (Central Bank of the Philippines), the Department of Science and Technology (DOST), the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM), and other halal certification bodies.
“Halal-Friendly Philippines is more than just a brand campaign—it is about building relationships and strengthening our presence in ASEAN and GCC countries,” Guiapal told Gulf Times.
To promote the Philippines’ growing halal industry, the DTI has been showcasing the sector’s potential through international exhibitions, including the country’s debut at the ‘Halal Expo Canada’ last May and its participation in the Malaysia International Halal Showcase (MIHAS) 2024, billed as the world’s largest halal exhibition.
Guiapal also noted that Qatar is a “promising market” for Filipino halal export products. The Philippines plans to expand halal product exports by 20% in 2024, following the current success of 3,000 halal-certified products in global markets.
The DTI is planning a halal roadshow in Qatar in 2025, with Saudi Arabia and the UAE on the list for 2024. These efforts aim to help Filipino micro, small, and medium-sized enterprises (MSMEs) access international markets, fostering trade growth and increasing the visibility of the country’s halal products, according to Guiapal.
In a recent meeting with Rajmal Rafeeque, the country manager for LuLu Hypermarket’s Philippines operations, opportunities were discussed for local halal producers and MSMEs to expand their reach in GCC markets like the UAE.
The Philippines is already making significant strides in the halal industry, Guiapal said, pointing to the country’s recognition as the ‘Emerging Muslim-friendly Destination of the Year for Non-OIC’ and its ranking in the Global Muslim Travel Index (GMTI).
The country welcomed half a million Islamic tourists in 2023 and currently boasts 237 Muslim-friendly restaurants, 28 Muslim-friendly establishments, and 17 recognized halal and organic agriculture enterprises, Guiapal added.
