“Globally, the halal industry is about $2.3 trillion” MANILA: The Philippines has launched its Halal culinary tourism program, which aims to attract more tourists to Mindanao and experience the region’s unique culinary heritage. The program was introduced by the Department of Tourism (DoT) on Tuesday, coinciding with the celebration of the Muslim festival of Eid Al-Adha, through a video series that can be viewed by the public on the DoT’s social media platforms. The campaign is designed to promote not only Mindanao’s cuisine but also its people and culture, and consequently tourism destinations in the southern part of the country. As such, it is expected to help spur economic development in the region. Sinina kambing, a Maguindanaoan delicacy, is stewed goat meat cooked using local spices. “Food is an important part of a tourism experience. It gives us a glimpse of a place’s culture and heritage. Through the development of Halal culinary tourism, we are encouraging the discovery and familiarity with the traditions of our Muslim brothers and sisters,” said Tourism Secretary Bernadette Romulo-Puyat. “Halal is not exclusive to Muslims. It is for everybody. This is what we want to introduce through this project,” she added, expressing optimism that it will attract both Muslims and non-Muslims. FASTFACT ‘We are encouraging familiarity with the traditions of our Muslim brothers and sisters,’ says tourism secretary. The project also aims to document Mindanao’s culinary practices, create experiences and attractions by local government units and private enterprises for tourists, and promote the region’s halal tourism industry through culinary and heritage mapping. The DoT’s video series showcases halal-certified and Muslim-friendly establishments across Mindanao island. Bay Tal Mal restaurant’s tiyulah itum, a stew dish with braised beef or goat, originating from the Tausug tribe. May Salvana-Unchuan, a director at the DoT, said “the aspects of halal cuisine, the halal way of doing things, and Muslim-friendly tourism were unknown before” but are “becoming a popular concept.” Jamal Munib, commissioner at the National Commission on Muslim Filipinos, said “Muslims are not the only ones who advocate halal food” because non-Muslims “can see how clean halal cuisine is.” He added: “Globally, the halal industry is about $2.3 trillion.” Gurlie Fronoza, a tourism officer in Cotabato City, said halal culinary products are healthy because they are basically organic. “If you’re looking for more adventure in your food than the usual menu that’s being given to us in establishments, you have to try halal,” Fronoza added. The Tourism Promotions Board, an agency of the DoT, has said it will ramp up its support for the establishment of a complete halal ecosystem through initiatives that will further develop and promote Muslim-friendly tourist attractions and services in the country.