This study examines the implementation of Halal culture in hotels and restaurants across Metro Manila, aiming
to develop a conceptual model for a Halal tourism campaign. Culinary tourism, which emphasizes food as a
primary attraction, has become a significant niche within the tourism industry. In the Philippines, a predominantly
non-Muslim country, the promotion of Halal standards is crucial for catering to Muslim tourists and enhancing
cultural understanding. The research focuses on selected areas in Metro Manila, including Quezon City, Manila
City, Taguig City, and Makati City, where establishments adhere to Halal practices in compliance with RA 10817,
the Philippine Halal Export Development and Promotion Program. The findings highlight the importance of strict adherence to Halal standards for both Muslim and non-Muslim consumers, emphasizing the health benefits and
quality assurance of Halal food services. This study proposes a conceptual model for promoting Halal tourism,
contributing to the development of a more inclusive and culturally sensitive tourism industry in the region.