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Making The Philippines a
Muslim- Friendly
Destination
The Muslim Outbound Travel Market is an enormous market to tap
There are 1.6 million Muslims in the United Kingdom
16 million Muslims in Europe
1.7 billion or 20 per cent of the world’s population
are Muslims
The Middle East region is one of the smallest, yet fastest growing, tourist generating regions in the world. Outbound travel from the Middle East has more than quadrupled from 8.2 million in 1990 to 36.2 million in 2010.
Average annual growth rate of 9.9% during the period 2000-2010 is the highest in the world, well above the global average of 3.4% per annum for the same period, reflecting a dynamic growth trend unmatched by any other world region.
The Middle East region is an attractive market for tourism
They spend more than the average tourist
Critical Travel Criteria UAERating
Qatar Rating
Saudi Arabia Rating
Kuwait Rating
Oman Rating
Bahrain Rating
Travel Spend per person (USD/pd)
3280 4100 3360 2670 1606 1860
5
They frequently use the more expensive hotel rooms and airline seats
Critical Travel Criteria UAERating
Qatar Rating
Saudi Arabia Rating
Kuwait Rating
Oman Rating
Bahrain Rating
Travel Class / Room Type - Dominating usage trends for GCC nationals)
F 30%J 60%Y 10%
F 40% J 40%Y 20%
F 10%J 40% Y 50%
F 5%J 15%Y 45%
F 5%J 15%Y 80%
F 10%J 20%Y 70%
6
But we have not been able to get as many Muslim tourists as our neighbors
SOURCE COUNTRY MARKETS
Southeast Asian Countries
Philippines Malaysia Singapore Thailand Vietnam
2013 2012 2012 2013 2013
Brunei 8,297 1,258,070 71,755 14,304
Indonesia 45,582 2,382,606 2,837,537 589,079 70,390
Iran 3,652 127,404 18,553
Kuwait 5,048 7,621 70,598
Malaysia 109,437 1,231,686 2,996,071 339,510
Turkey 3,731 18,029
Saudi Arabia 38,969 102,365 17,969 21,386
United Arab Emirates 15,155 65,552 122,312
But with DOT’s recent marketing efforts, the number of Muslim travelers to the Philippines has been growing
Muslim Tourists’
Characteristics
Middle East (Saudi Arabia, UAE, Iran, Kuwait, Oman, Qatar etc)
Islamic Lifestyle, High spending, Enjoy shopping, FIT
(single/couple & Families), Travel with immediate & extended
families, Very late booking, free & easy package, Book with travel
agencies
Nusantara (Malaysia, Indonesia, Brunei, Singapore)
Islamic Lifestyle, Moderate spending, Enjoy shopping, FIT &
group, free & easy package, Book with travel agencies, Online
Booking, Short Holiday, Mostly speak Malay
Muslim Tourists
Expectations
Study conducted by Malaysia’s Islamic Tourism Centre (ITC) in collaboration with UiTM in 2010 – “A Study on Middle East Tourist Services Expectation and Satisfaction GAP in Malaysian Accommodation Providers”.Major Activities
• Sightseeing, Visiting beaches, Theme parks, Hiking & Shopping
Expectation
• Arab cuisine/dishes, good restaurant atmosphere and ambience
• Preferred Newspapers , TV, Hotel Information and Room Service Menu in Arabic language
• Cleanliness, courtesy and friendly services and ability to communicate in Arabic language
Muslim tourists Expectations Middle East (Saudi Arabia, UAE, Iran,
Kuwait, Oman, Qatar etc)
Mosque, Surau, Halal food, Middle eastern foods, demand high level of services, 5 star or High quality service apartments, large limousine/ MPV, free & easy package, Arabic speaking staffs, Good shopping centre, Theme park, Nature Park, Experience, Active, Separate
pool, Arab street/ Square (shop, dine & meet), Arabic media or guide book, Qiblat sign,
Cleanness, Informative Arabic speaking guide
Muslim tourists Expectations Middle East (Saudi Arabia, UAE,
Iran, Kuwait, Oman, Qatar etc)
Park & garden (lake garden), butterfly, birds park, Kuala Gadah Elephant Sanctuary,
Tropical Fruits, Genting Highlands, Langkawi Island, Putrajaya Botanical Garden,
Spice Garden
Muslim tourists Expectations
Nusantara (Malaysia, Indonesia, Brunei,
Singapore)
Mosque, Surau, Halal food, Good local food, good services, clean accommodation, safe transportation, free & easy to full board package, shopping centre, Theme park, Nature Park, Experience, Qiblat Sign, Cleanness, Informative guide
Indonesian Population as of 2013: 253 million
Indonesia Muslim Population: 207 million
13% of the total number of Muslims in the world lives in Indonesia
The Western part of Indonesia is composed of a largely Muslim population:
(Sumatra, Java, Kalimantan, Sulawesi, Lombok and North Moluccas)
VISITOR ARRIVAL OF INDONESIA2007-2012 Arrivals
2007-2012
Indonesia
Where do they go in the
Philippines?
BoracayCebuManilaPalawan (Underground River)
Market AttractivenessSPENDING POWER Increasing GDP per capita
(US$3,512 in 2011; 29% increase since 2005)
Rapidly growing middle- class
- 61% middle-class - 17% high-income/High
Net Worth Individuals (HNWI)3rd largest population in
Asia (after China and India)
Market Attractiveness
FAVORABLE CONDITIONSAbolition of the
prohibitive exit tax12 working days official
holiday entitlement – compulsory
14 official, nationwide public holidays throughout the year
Long holiday during Eid Al-Fitr/Lebaran period (two weeks)
Travel is a status symbol for the middle class
Becoming more travel-savvy thus FIT is increasing
Interest in history, culture and shopping
More relaxed interpretation of Islam (no pork)
Younger people increasingly choose backpacking
PROFILE
Air Access
Route Airline/s Flight Frequenc
y per Week
Seat Capaci
ty
Total Seats per
Week
Total Seats
Annually
Jakarta to Manila
PALCebu Pacific
114
177156
1,947624
93,45629,952
Bali to Manila
PALCebu Pacific
32
177180
531360
25,48817,280
TOTAL 20 flights 3,462 166,176 Indonesia to Philippines is 3 hours & 40 minutes away
Where they goIndonesians usually go to
Singapore and Malaysia because they are perceived as the closest countries that are still different to Indonesia due to modernity. These countries are easy to visit due to proximity and are readily accessible since visa is not required.
PRODUCT OFFERINGMarket Segment
Profile: Indonesian Muslims
Shopping
Sight-seeing
Culture and heritage related to Muslim history
Source: DOT-TRSD
Source: DOT-TRSD
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Source: DOT-TRSD
United Arab EmiratesUnited Arab Emirates
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Source: DOT-TRSD
United Arab EmiratesUnited Arab Emirates
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Source: DOT-TRSD
United Arab EmiratesUnited Arab Emirates
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
United Arab EmiratesUnited Arab Emirates
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
United Arab EmiratesUnited Arab Emirates
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Frequency of Visit
United Arab EmiratesUnited Arab Emirates
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
United Arab EmiratesUnited Arab Emirates
United Arab EmiratesUnited Arab EmiratesProfile of Arrivals to the Profile of Arrivals to the
PhilippinesPhilippines
Source: DOT-TRSD
Source: DOT-TRSD
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Source: DOT-TRSD
Saudi ArabiaSaudi Arabia
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Source: DOT-TRSD
Saudi ArabiaSaudi Arabia
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Source: DOT-TRSD
Saudi ArabiaSaudi Arabia
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Saudi ArabiaSaudi Arabia
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Saudi ArabiaSaudi Arabia
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Frequency of Visit
Saudi ArabiaSaudi Arabia
Profile of Arrivals to the Profile of Arrivals to the PhilippinesPhilippines
Saudi ArabiaSaudi Arabia
Saudi ArabiaSaudi ArabiaProfile of Arrivals to the Profile of Arrivals to the
PhilippinesPhilippines
3. What is important For Middle Easterners while traveling?When choosing their holiday destinations, GCC nationals rate the following factors with great importance:
1) The image of the holidays destination2) Good tourist facilities3) Cultural familiarity4) Variety of shopping and 5) Good weather
• For these reasons, they prefer countries in the Middle East like Oman, Lebanon,
Egypt, Syria and Jordan which are popular for their cultural affinity as well as being friendly family places• The Far East, especially Thailand and Malaysia are in the top ten of the GCC favourites destinations• Classic European destinations such as UK, Germany, Switzerland and Italy are
all time favourites• Austria and Australia are becoming more popular due to marketing efforts• Statistics report also the popularity of the Indian Ocean islands like Maldives, Seychelles and Mauritius for short trips
49
DOT’s Marketing Efforts to Attract the Muslim
Market
TEAM MIDDLE EAST &Middle East Market Office
Team Middle East was created in 2009 with the objective of recapturing lost market share from the region
In May 2011, a marketing office was set up in Dubai to serve the Middle East region while focusing on the Gulf Coordinating Council countries
Marketing Activities for Middle East Market
Conduct of Roadshows2010: Qatar, Kuwait, Bahrain,
Dubai & Abu Dhabi2011: Qatar2012: Abu Dhabi2013: Kingdom of Saudi
Arabia
Participation in Travel Fairs
1. Arabian Travel Market (Dubai) – 2009 to 2014
2. Emirates Holiday World – 2009 to 2012
3. Riyadh Travel Fair – 2014
Marketing Activities for Middle East Market
Familiarization trips Travel Agents Broadcast Media Print Media
Write-ups on Ph
Collaterals/ Brochures in Arabic
Stakeholders’ Overall Vision:Stakeholders’ Overall Vision:
““An environmentally and socially responsible tourism that delivers more An environmentally and socially responsible tourism that delivers more widely distributed income and employment opportunities.” widely distributed income and employment opportunities.”
Stakeholders’ Strategic Vision: Stakeholders’ Strategic Vision:
““TO BECOME THE “MUST EXPERIENCE” DESTINATION IN ASIA.”TO BECOME THE “MUST EXPERIENCE” DESTINATION IN ASIA.”
Stakeholders’ strategic vision, and goal are consistent with the Philippine Stakeholders’ strategic vision, and goal are consistent with the Philippine Development Plan 2011-2016 that focuses upon creating sustainable, rapid Development Plan 2011-2016 that focuses upon creating sustainable, rapid
and inclusive socio-economic Growthand inclusive socio-economic Growth
National Tourism Development Plan (NTDP)
Islamic tourism Of Tomorrow
Islamic tourism of tomorrow need to be more strategic to maintain its success. It
will be necessary to combine business skills with integrated planning practices in order to satisfy customers & meet competition. The industry must be an active participant in the continuing conference/ dialogue over
conservation of Islamic tourism, nature, culture and heritage resources.
Tourism in Islam Travel and tourism are
integral to Islamic political, economic, legal and social policies.
Based on the Islamic worldview of God, man and nature, tourism is part of the ad-din (way of life) and travel is fundamental to Islam (Quran Chapter 29: verse 20; Q22:46).
dailytravelphotos.com
Bazaar of the Tentmakers
Tourism and Islam Islam encourages
visiting Muslim brothers, as this helps strengthen silaturrahim (bond) among the ummah, or Muslim community (Q49:10).
Islam is a religion of peace and tourism is an activity of peace. It is part of the
process of peace building and developing relations between people.
The building of peace – whether involving people or the environment –
is very much part of Islam. Imtiaz Muqbil, Travel Impact Newswire.
Comments from DOT’s previous guests from Muslim countriesYou invited us here but are you sure that we are
welcome here?There are no prayer rooms We did not find halal restaurantsThe hotel rooms do not meet our needsThere is no Arab channel in our hotel TVWe feel more welcome in Thailand
Thank you for the seafood that have been fed to us the past 6 days. But please, we cannot have seafood all the time, take us to a halal restaurant now
This is a great country. How come you have not been promoting your country as much as Thailand and Malaysia have? I am sure Muslims will come here if they are given more information about your country since the many tourist attractions you have are what they are looking for