The Philippines is expanding its wellness tourism efforts beyond the Asia-Pacific region, aiming to distinguish itself by showcasing the Filipino brand of care. The country’s wellness campaign emphasizes the core Filipino values of malasakit (compassionate care) and aruga (nurturing care), which sets it apart from other Asian countries. Paulo Tugbang, the Department of Tourism’s (DoT) director for health and wellness tourism and product and market development, stated that these unique traits are central to the country’s wellness offerings. The Philippines is also targeting luxury buyers from the US, Europe, and the Middle East as part of its global strategy.

Successful International Health and Wellness Tourism Congress

Following the successful hosting of the 2nd International Health and Wellness Tourism Congress in Manila last October, which garnered positive feedback from both buyers and delegates, the DoT is now considering the possibility of hosting the congress again this year.

Promoting Filipino Wellness with Hilot Therapy

In addition to the government’s efforts, the Wellness Tourism Association of the Philippines (WeTAP), a local organization, is also playing a significant role in promoting the Philippines as a wellness destination. Jennifer Sanvictores, co-founder and public relations officer of WeTAP, emphasized the global recognition of the Filipino approach to care, particularly in the spa sector. The association is focusing on promoting hilot, an ancient Filipino massage therapy, as a distinctive offering in the country’s wellness tourism portfolio.

Health and Wellness Tourism Growth

In 2024, approximately 200,000 visitors traveled to the Philippines for health and wellness tourism, attracted by a range of services such as medical treatments, dental work, medical aesthetics, personal care, and spiritual pilgrimages. This growing sector highlights the country’s increasing popularity as a destination for wellness and health tourism.