Officials unveiled plans for the 11th Philippine Halal Trade and Tourism Expo (PHTTE) during a media conference in Davao City. The three-day event, scheduled from June 3 to 5 at the SMX Convention Center in SM Lanang, aims to connect global industry players, investors, and tourism stakeholders. It will also mark the soft opening of the Universal Halal Hub, a permanent venue designed to help Mindanao micro, small, and medium enterprises (MSMEs) showcase and market halal products year-round.
Expo Highlights and Initiatives
Organized by Universal Islamic Center Inc., the expo will feature at least 80 booths, international business-matching sessions, halal tourism promotions, cultural presentations, and investment discussions. Marilou W. Ampuan Al Hajj, founder-president of the Universal Islamic Center-Halal Certifier and corporate secretary of the Tourism Congress of the Philippines, said this year's expo will introduce initiatives to sustain halal businesses beyond the three-day event.
Among the highlights is the soft opening of the Universal Halal Hub, a permanent facility that will continue showcasing products from halal industry players and MSMEs after the expo ends. “We need to be innovative in promoting halal trade and tourism,” Ampuan said in Filipino. “This time, we opted to have a soft opening for the Universal Halal Hub to showcase our MSMEs and industry players who often struggle to find places to display and sell their products after trade fairs.”
Location and Accessibility
The halal hub will be located at the corner of Magallanes and Pelayo streets in Davao City. Ampuan said the facility will make halal products more accessible to consumers while strengthening the Philippines' partnership with Malaysia in halal trade. “By locating it in the heart of the city, we can make halal products more accessible to the public. We will also feature trusted halal products from Malaysia and provide a permanent venue that supports MSMEs year-round,” Ampuan added.
Economic and Cultural Impact
Ampuan emphasized that the halal industry promotes not only economic growth but also cultural understanding and inclusivity. “The Philippine halal industry represents not only economic opportunity but also cultural understanding, inclusivity, quality, and global collaboration,” she said. “Through this expo, we aim to strengthen partnerships, empower MSMEs, promote halal tourism, and create greater opportunities for the Philippines in the international halal market.”
Participants and Activities
The expo is expected to draw government agencies, diplomatic partners, investors, tourism stakeholders, halal industry leaders, entrepreneurs, members of the academe, media organizations, and representatives of the Muslim community. A pavilion from Tinhat Boutique Hotel and Halal Restaurant will be featured, alongside participation from Philippine Airlines, which will showcase destinations within the Brunei Darussalam-Indonesia-Malaysia-Philippines East Asean Growth Area. De Rivera said the airline aims to help buyers connect Davao and the wider region with Asean countries and global markets.
Ampuan also noted that a major tourism player from Manila will join the business networking sessions on June 3 to present halal tourism products to tour operators and other industry stakeholders.
Public Offerings
Visitors can expect halal product exhibits, culinary demonstrations, business networking opportunities, conferences, and forums featuring local and international speakers, as well as free medical services supported by the Department of Health and the Davao City Health Office. Ampuan noted that most attendees over the past 10 editions have been non-Muslims, reflecting growing public interest in halal products and culture. “Many people now recognize halal products as a healthy option and want to learn more about what halal means,” she said.
All activities during the three-day expo will be open to the public free of charge.
