MANILA: Philippine officials are in talks with Saudi tourism players to add more flights between their countries and develop a joint travel promotion campaign, the department of tourism said as Manila seeks to strengthen tourism ties with the Kingdom. 

Tourism Undersecretary Verna C. Buensuceso led the Philippine delegation at the 26th UN Tourism General Assembly earlier this month in Riyadh. On the sidelines of the event, she met with Saudia Airlines’ sales general manager, Abdulrahman Alabdulwahab, and Riyadh Air Vice President for Network Planning and Partnerships Wolfgang Reuss.  

They held “separate discussions … on the expansion of air connectivity and the development of joint tourism promotion initiatives,” the tourism department said in a statement. 

With tourism being a key sector for the Philippines, its government has been trying to attract more Middle Eastern visitors by creating Muslim-friendly destinations and ensuring that they have access to halal products and services. 

Saudi travelers are among those contributing to a recent surge in international tourism arrivals from countries in the Middle East and the GCC.

“Saudi Arabia has emerged as one of the world’s fastest-growing outbound tourism markets, driven by a young and affluent population with high disposable income for travel. It represents one of our most dynamic and high-value markets in the Middle East,” Tourism Secretary Christina Frasco said in a statement. 

“As a destination, the Philippines continues to gain ground among Saudi travelers, recognized for its warm hospitality, competitive value, English-speaking service culture, and growing halal-friendly tourism infrastructure.”

Tourism receipts from the Kingdom were more than $37 million last year, a 46 percent rise from 2023, ministry data showed. While Manila continues to be a top destination for Saudi travelers, Cebu, Boracay, and Pampanga are also among their top choices. 

The predominantly Catholic country — where Muslims constitute about 10 percent of the almost 120 million population — last year also launched a beach dedicated to Muslim women travelers in Boracay, the country’s top resort island and one of the world’s most popular.

Last month, the Philippines launched a “Muslim-Friendly Travelogue,” an official guide for tourists planning trips to the country, covering its Islamic history and heritage, recommendations for destinations, and halal culinary products available in all parts of the archipelago.

In 2024, the Philippines was recognized as a rising Muslim-friendly non-Organization of Islamic Cooperation Destination by the Mastercard-CrescentRating Global Muslim Travel Index, an annual report benchmarking destinations in the Muslim travel market. 

Known for its white-sand beaches, diving spots and rich culture, the Philippines received a similar recognition in 2023.