By Mhicole A. Moral, Special Features and Content Writer
The Philippines is banking on its affordable healthcare services and deep-rooted healing traditions to become a major destination for medical and wellness.
Latest figures from the Global Wellness Institute (GWI) show the country’s wellness economy climbed to $43.3 billion in 2023, up from $35.8 billion in 2019. The sector contributed nearly a tenth of the national gross domestic product.
Within the Asia-Pacific region, the Philippines placed eighth out of 45 markets, and 23rd among 218 countries worldwide.
In 2023, 2.699 million wellness travelers arrived in the country. Most were domestic visitors who spent about $2.16 billion. International travelers accounted for $1.45 billion.
Primary wellness trips, where wellness is the main purpose, accounted for 1.691 million visits and $2.24 billion in spending. Secondary wellness trips added 547,000 visits worth $770 million. The average traveler spent $1,337 per trip.
Tourism Secretary Ma. Esperanza Christina G. Frasco said the Department of Tourism (DoT) is broadening its approach by highlighting healthcare and wellness services as part of its overall campaign.
“The combination of modern healthcare and time-honored traditions makes the Philippines a unique and appealing destination for those seeking a complete wellness experience,” Ms. Frasco said during the International Health and Wellness Tourism Congress in Manila.
Filipino approach to health
Unlike many destinations that focus purely on medical procedures or luxury retreats, the Philippines promotes a holistic form of care that integrates the body, mind, and spirit.
The DoT introduced the “Filipino Brand of Wellness” program in 2024 to formalize the cultural approach on healthcare. It highlights values such as malasakit (compassion), aruga (nurture), and kapwa (shared identity), aiming to deliver what it calls a “complete wellness experience.”
The program includes training for tourism workers and local communities so that health-centered services can be part of daily visitor experiences. Filipino cuisine, for example, emphasizes fresh produce and communal dining, turning nourishment into a form of care. Herbal remedies and hilot, a traditional massage, are promoted as signature treatments.
According to GWI, the country had more than 1,822 spa establishments in 2023, generating about $681 million in revenue, mostly from hotel and resort operations. Thermal and mineral spring facilities brought in another $93 million.
Real estate projects linked to wellness grew 14% between 2022 and 2023, while businesses tied to physical activity rose by more than 21%.
Susie Ellis, chair and chief executive officer of GWI, said the country’s natural landscapes make it a better location for relaxation and recovery.
“Blessed with natural wonders, the Philippines is an ideal destination for nature-based wellness and relaxation, and the authentic Filipino wellness offerings mean that the country has something truly unique to share with the world,” she added.
Meanwhile, medical tourism is expanding alongside wellness. In fact, the 2020-2021 Medical Tourism Index ranked the Philippines third in Southeast Asia and 24th worldwide, highlighting the country’s emerging place in the global market.
Patients from abroad are drawn to costs that are 40%-80% lower than in Western countries, paired with English-speaking medical staff and service providers, according to the DoT.
“The pricing of the Philippines is very competitive in terms of its ability to offer health and wellness tourism packages. And most importantly, the Filipinos’ hospitality is really second to none,” Ms. Frasco said.
Currently, the country has 23 internationally accredited medical facilities and 63 private hospitals located near major international airports.
Many of these facilities provide specialized treatments ranging from cosmetic surgery to cardiology, cancer care, and dental procedures. Packages often combine hospital services with wellness activities such as spa therapies, recovery programs, and nature-based experiences.
The DoT is investing in support facilities to strengthen the sector. Projects under way include Tourist First Aid Stations in Boracay, Panglao, Siargao, and El Nido, as well as concierge desks in Manila’s international airports.
The government also works with local and private stakeholders to market packages with medical treatment and wellness trips, aiming to showcase the Filipino identity and traditions.
“We are giving tourists the chance to get to know more about the Philippines, much of which is grounded on our Filipino Brand of Wellness offerings,” Ms. Frasco explained.
Becoming health and wellness hub
The DoT reported that more than 250,000 patients and wellness travelers come to the Philippines each year. The number surpasses earlier estimates of 80,000 and points to the country’s increasing visibility in the region.
Visitors often come from Asian neighbors, but officials say interest has extended to 38 international markets.
“We are revising government policies to create a supportive environment for the growth of medical tourism,” she added. “Our goal is really to become a premier and preferred health and wellness tourism destination.”
Experts say the country must address key areas to strengthen its place in the global market.
Agora Group CEO Hadi Malaeb pointed to the need for better infrastructure, accreditation systems, professional training, curated wellness experiences and closer cooperation between government and private firms.
These improvements, he said, would help the Philippines compete with established markets, such as Thailand and Malaysia, and continue to draw large numbers of medical tourists.
