BY INSTITUTIONALIZING halal practices and promoting inclusivity across sectors, Cebu has a unique chance to become a regional leader in halal trade and tourism, benefiting not just its Muslim communities but the broader economy as well.
Speaking during the first day of the CCCI-led AgriKonek PH Food Summit 2025.PH on Monday, Aug. 4, 2025, Fateen Al-Jonara Pangarungan, Halal focal person of the National Commission on Muslim Filipinos (NCMF)-Visayas, said Cebu has what it takes to be a key player in the rapidly growing global halal market, estimated to be worth over $7 trillion and projected to hit $10 trillion by 2030.
She said Cebu’s already world-class tourism, diverse economy, and strong potential in food, services, and trade, can establish itself as a halal-friendly destination and investment hub catering to Muslim consumers worldwide. She urged stakeholders to accelerate their efforts to make Cebu halal-compliant by aligning its food, tourism, and business sectors with Islamic principles.
“The trillion-dollar question is: how do we position Cebu as a halal investment and trade hub?” said Pangarungan. “To unlock opportunities in this market, we must understand the concept of halal not just as food, but as a lifestyle and system rooted in cleanliness, ethics and faith-based values.”
She emphasized that halal is more than just a dietary requirement. It is a broad concept that extends to tourism, logistics, fashion, pharmaceuticals, cosmetics, finance, and more, offering huge potential for Filipino enterprises to diversify and scale up.
Cebu’s market appeal
Pangarungan said Cebu’s inclusion in Travel + Leisure’s 2022 list of the “World’s Best Islands” and the Philippines’ recent recognition as a “Rising Muslim-Friendly Destination” in the 2025 Global Muslim Travel Index already provide a strong foundation for attracting halal-conscious travelers and investors.
The province’s existing appeal as a tourist hotspot, combined with a growing awareness of halal practices, positions it well to capture a slice of the global halal tourism market expected to reach $300 billion by 2026.
According to Pangarungan, Cebu has already piloted efforts to introduce Muslim-friendly tourism. In 2019, the NCMF-Visayas conducted a readiness assessment for halal tourism in the province, resulting in increased awareness and support from various government agencies.
NCMF accredits certifying bodies to ensure halal compliance, working in tandem with the Department of Trade and Industry under Republic Act 10817, the Philippine Halal Export Development and Promotion Act of 2016. This law aims to position the country as a competitive halal-exporting nation and create jobs, promote trade and attract investments.
Growth areas
While food remains a cornerstone of the halal sector, projected to reach $4 trillion by 2028, Pangarungan said that other sectors like Islamic finance, cosmetics, fashion, and logistics are also key growth areas where Cebu can find its niche.
For example, halal cosmetics and pharmaceuticals must be free of haram (forbidden) substances such as alcohol and pork derivatives. Similarly, halal logistics must ensure segregation of halal and non-halal goods throughout the supply chain.
Halal practices also prioritize health, safety, and ethical standards, values that resonate with non-Muslim consumers as well, potentially expanding market reach beyond faith based segments.
To truly cater to Muslim consumers, businesses must meet “need-to-have” requirements such as the availability of halal food, prayer spaces, ablution-friendly restrooms and the absence of Islamophobic environments. These basic needs are crucial for building trust and loyalty among Muslim travelers and residents alike.
“The halal industry’s economic contribution is a source of pride for every Muslim. It reflects our resilience, adaptability, and commitment to values-based business practices,” said Pangarungan.
While the opportunity is immense, she warned that Cebu must act fast or risk being left behind by neighboring countries aggressively capturing halal market share.
“With no unified halal standard in place yet, the Philippines is still in the process of harmonizing efforts. But Cebu can be ahead of the curve by laying the groundwork now,” Pangarungan said. / KOC