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The Philippines is out to make a mark on the global wellness stage as the government unveils an ambitious campaign to position the country as a leading destination for wellness tourism.

In a commentary, Japanese investment bank Nomura said the Philippines and India are the least exposed to China growth—which can get a boost from Chinese authorities’ recent policy blitz—due to the two nations’ “weak trade and investment linkages” with Beijing.

This initiative aims to take advantage of the projected robust growth in the global wellness economy, as revealed in the Global Wellness Institute (GWI)’s report that was presented at the 18th Global Wellness Summit in the United Kingdom last year.

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The report said that in 2023, the global wellness economy reached a record high of $6.3 trillion, that will increase to $6.8 trillion in 2024 and a staggering $9 trillion by 2028.

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READ: PH tourism revenues hit new high of P760.5B

GWI forecasts an annual growth rate of 7.3 percent for the wellness economy from 2023 to 2028, outpacing the global gross domestic product growth rate of 4.8 percent.

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Wellness tourism is among the top growth leaders, projected to expand by 10.2 percent annually, alongside segments such as wellness real estate (15.8 percent) and mental wellness (12.2 percent).

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By 2028, five wellness sectors, including wellness tourism, are expected to surpass $1 trillion in market size.

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GWI estimates the current value of the wellness tourism sector at $830 billion, with projections to reach $1.4 trillion by 2027, making it one of the most dynamic sectors of the wellness economy.

Strategic location

As global travelers increasingly prioritize health, well-being and meaningful experiences, the Philippines offers a unique blend of traditional healing practices and holistic wellness.

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With lush tropical landscapes, pristine beaches and a deep-rooted culture of nurturing care, the country provides the perfect setting for physical, mental, emotional and spiritual rejuvenation.

Renowned for its Filipino hilot, a traditional massage incorporating local herbs and rituals, the Philippines also boasts a wide array of wellness experiences, from nourishing farm-to-table cuisine and spiritual journeys to advanced diagnostic testing, medical detox programs and longevity retreats.

This unique combination, paired with the warmth of Filipino hospitality, makes the Philippines globally competitive in wellness tourism.

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WeTAP’s vision

The Wellness Tourism Association of the Philippines (WeTAP) is at the forefront of this transformation, aiming to establish the Philippines as a premier international wellness destination.

WeTAP was formed in August 2024 to promote the Philippines as a premier destination for wellness tourism, which it envisions as a driving force for nation-building, generating significant tourism revenue and creating dignified, gender-equal job opportunities.

By 2028, the association hopes to see the Philippines recognized globally for its world-class wellness offerings, skilled professionals and unique Filipino wellness experiences.

The Department of Tourism (DOT) recognizes WeTAP as the official voice of the wellness tourism industry in the country and has joined forces with the association to bring this transformative vision to life.

Together, they are leading the development of world-class wellness retreats, eco-luxury spa resorts and integrative medical programs that proudly showcase the Filipino brand of wellness—a distinctive fusion of traditional healing practices, heartfelt hospitality and evidence-based holistic care.

Industry leaders speak

“WeTAP represents a new chapter in the Philippines’ tourism sector. Our country has all the ingredients to become a global leader in wellness tourism—from our natural beauty and traditional healing practices to our world-class hospitality. We believe WeTAP will play a crucial role in bringing this vision to life, helping the Philippines not only recover but thrive in the postpandemic world,” said Catherine Brillantes-Turvill, president of WeTAP and founder of Nurture Wellness Village, Tagaytay.

“We are grateful to the Department of Tourism for recognizing wellness tourism as a cornerstone of the Philippine tourism industry. We are committed to promoting evidence-based holistic healing, environmental sustainability and social responsibility,” said Jennifer Sanvictores, marketing and public relations head of WeTAP and global head of sales, marketing and communications for The Farm at San Benito, Batangas.

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“By showcasing the Filipino brand of wellness, we aim to attract travelers seeking meaningful and transformative holidays. Wellness tourism has the power to enrich lives, foster environmental stewardship and support local communities,” Sanvictores added.

As the world seeks destinations that nurture the mind, body and spirit, the Philippines is poised to become Asia’s premier wellness hub.

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Through this bold initiative, the country sees an immense opportunity to boost its economyswerteplay, champion regenerative travel and redefine itself as a sanctuary for evidence-based holistic healing.

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