Recently crowned Miss Universe Queens, Miss Universe Bahrain 2023 Lujane Yacoub and Miss Universe Pakistan 2023 Erica Robin, have been announced as the new faces of the Philippine Department of Tourism, promoting halal and wellness travel in the country following winning the Emerging Muslim-Friendly Destination Award earlier this year.

The campaign aims to invite travellers from Arab and Muslim countries to experience the Philippines, a diverse and vibrant destination that offers halal-certified facilities, services, and products.

In 2023, the Philippines received the Emerging Muslim-Friendly Destination Award from the Halal International Chamber of Commerce and Industries of the Philippines, in recognition of its efforts to cater to the needs and preferences of Muslim travellers.

Led by Dubai-based Filipino Josh Yugen, founder Yugen PR & Events, the two Miss Universe queens arrived in Manila this weekend to collaborate with the Philippines Department of Tourism in promoting its ‘Halal and Wellness Tourism’ campaign inviting more travelers from Arab and Muslim countries to experience the Philippines. The Philippines’ government announced that increasing foreign arrivals from the Middle East and Muslim-majority nations was among its priority goals, as part of its vision to make the country a premiere tourist destination in Asia.

‘Miss Universes’ trip to the Philippines would be a significant 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,” expressed Tourism Undersecretary Myra Paz Valderrosa-Abubakar.

Eco-luxury holistic medical wellness resort, The Farm at San Benito is at the forefront in showcasing the Filipino brand of wellness, offering halal experiences for global travellers. For the past two decades, The Farm has been championing a way of life that prioritises self-care, holistic healing, and cultural inclusivity, while promoting the country’s serene beauty and heartfelt Filipino service and care. At The Farm, travellers are able to enjoy treatments holistic detox cleanses, weight Management, sleep recovery, post-natal wellness, yoga and raw food retreats, mental health therapy, integrative addiction recovery and so much more.

‘We are delighted to initiate this alliance with the beauty queens representing Arab and Muslim countries to further spread awareness of our country’s offering,’ said Jennifer Sanvictores, Global Head of Sales, Marketing & Communications for The Farm at San Benito & CG Hospitality. ‘It brings a greater opportunity to attract travellers, not only from the Gulf, but also from the ASEAN region 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 queen’s well-being while they are here with us and help them put their best foot forward at the global pageant next month.’

Speaking about the new campaign, Josh Yugen said, “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 travellers to visit, such as providing options for halal certified establishments and world-class wellness programs.” He also added, “With the Miss Universe Bahrain and Pakistan’s involvement as new advocates for this campaign, I am certain that these messages will be sent to all our target audiences successfully.”