The campaign aims to invite more travelers from Arab and Muslim countries to explore the Philippines, beginning with the eco-luxury holistic wellness resort, The Farm at San Benito.
Recently crowned Miss Universe Queens Miss Universe Bahrain 2023 Lujane Yacoub, Miss Universe Pakistan 2023 Erica Robin and Miss Universe Egypt 2023 Mohra Tantawy demonstrate their commitment to promoting halal and wellness travel in the Philippines, following the country’s win of the Emerging Muslim-Friendly Destination Award earlier this year.
In support of the recent campaign by the Philippine Department of Tourism aimed at attracting and boosting Wellness and Halal Tourism among discerning travelers to the country, The Farm at San Benito and XPEDITION Magazine Middle East have come together to extend an invitation to three beauty queens representing Muslim countries to promote this endeavor.
With the Muslim travel market forecast to reach $225 billion by 2028, the Philippine government announced that boosting foreign arrivals from the Middle East and Muslim-majority nations was among its priority goals. “Miss Universes trip to the Philippines would be a big boost for our country that would hopefully influence the global Muslim community to visit the archipelago nation, which is home to white sand beaches, famous diving spots, lively entertainment, diverse cultural heritage, and distinctive wildlife,” says Tourism Undersecretary Myra Paz Valderrosa-Abubakar.
Eco-luxury holistic medical wellness resort The Farm at San Benito is at the forefront in showcasing halal experiences for global travelers. For the past two decades, The Farm has been championing a way of life that prioritizes self-care, holistic healing, and cultural inclusivity, while promoting the country’s serene beauty and the heartfelt Filipino service and care.
The Farm is also a pioneer in the “Filipino Brand of Wellness” incorporating traditional Philippine Healing Art that are carefully designed by integrative medicine doctors combined with the nurturing touch and healing hands of Filipino therapists using farm-to-skin concept. The Farm uses Virgin Coconut Oil and locally sourced medicinal herbs for its spa treatments. As for luxury accommodation, The Farm’s suites & villas follow the Filipino aesthetic and themes, featuring local artisan handicrafts showcasing Filipino creativity and culture.
The Farm’s Halal-certified ALIVE! Restaurant serves high-nutrition, organic dishes. Fresh and flavorful ingredients used by the restaurant are handpicked from the property’s very own organic gardens. The award-winning vegan restaurant’s menu showcases a harmonious collection of vegetables, fruit, whole grains, beans, legumes, nuts and seeds; offering a Filipino menu incorporating our wellness cuisine. Following meticulous, mindful food preparation in the kitchens, every dish is presented as a vegan feast—planted by farmers’ hands, rooted in our rich soil, nourished by earth’s rain and sun. And finally, loving prepared as a celebration of The Farm’s healing positive energy. More than a gustatory experience, wellness cuisine at the ALIVE! is made to heal.
“We are delighted to initiate this alliance with the beauty queens representing Arab and Muslim countries to further spread awareness of our country’s offerings. It brings a greater opportunity to attract travelers, not only from the Gulf, but also from the ASEAN region, including our local Muslim community, to come to The Farm at San Benito or any destination in the Philippines that has Halal certification. We look forward to caring for the beauty queens’ well-being while they are here with us, and help them put their best foot forward at the global pageant next month”, says Jennifer Sanvictores, Global Head of Sales, Marketing & Communications – The Farm at San Benito & CG Hospitality.
Speaking about the new campaign, Josh Yugen said, “We are extremely grateful to the Philippine Department of Tourism and The Farm at San Benito for this wonderful opportunity to promote my country to the Arab, Middle East and Muslim countries. As someone who has lived in Dubai for more than half of my life, I sincerely believe that it is high time to elevate our Filipino welcome to the Middle East, and focus on the key factors attracting travelers to visit, such as providing options for halal certified establishments and world-class wellness programs.”
He added, “With the Miss Universe queens’ involvement as new advocates for this campaign, I am certain that these messages will be sent to all our target audiences successfully.”
Miss Universe Bahrain, Pakistan and Egypt will be staying in the Philippines for a few more weeks to start their training for the imminent Miss Universe competition and confirmed that a full Filipino team will be preparing them for the competition.