Cebu Governor Pamela Baricuatro announced plans to develop the province’s halal tourism sector, with particular emphasis on halal food offerings, as part of a broader strategy to diversify tourism attractions and draw more international visitors to the region.

Strategic Response to Market Changes

The governor outlined these initiatives during a media briefing on Thursday, July 24, 2025, following successful hosting of the East Asia Tourism Forum (EATOF) and a Mactan-Cebu International Airport board meeting in Cebu City. The timing reflects the province’s response to changing visitor demographics and market opportunities.

Addressing Tourism Market Gaps

Baricuatro identified significant potential in the expanding halal tourism market, driven by increasing travel demand from Muslim visitors. The governor emphasized this untapped opportunity, particularly noting Cebu’s limited exploration of halal food tourism despite its potential.

This strategic pivot comes amid challenges in traditional tourism markets, specifically following Provincial Administrator Joseph “Ace” Durano’s revelation of an 18 percent decline in South Korean tourist arrivals to Cebu.

Regional Tourism Collaboration Success

The multi-day East Asia Tourism Forum facilitated discussions among delegates from East Asian nations, the United States, and local tourism stakeholders, focusing on sustainable and community-based tourism development approaches.

Ecotourism Recognition and Model Development

A significant forum highlight was the recognition of Bojo River in Aloguinsan, southwestern Cebu, as an exemplary model for ecotourism and community-driven tourism development. The Bojo River Cruise, managed by the Bojo Aloguinsan Ecotourism Association, received acclaim for its outstanding environmental conservation initiatives and positive impact on local community livelihoods.

Future Collaboration Commitments

Governor Baricuatro praised the forum’s achievements, describing it as an effective platform for productive discussions and future tourism partnerships. She expressed Cebu’s readiness to provide mentorship and collaborate with other regions in promoting tourism models that empower local communities while preserving cultural and natural heritage resources.

Original Article:

SunStar Cebu. (2025, July 28). Capitol eyes halal market. https://www.sunstar.com.ph/amp/story/cebu/capitol-eyes-halal-market