Philippines, a top wellness haven for Mideast travellers

Medical and wellness tourism, anchored on the provision and delivery of holistic approaches against chronic diseases, have improved in the Philippines, according to a Florida-based non-profit research organisation.

According to the Philippines’ Department of Tourism (DoT), in a consequent email interview, initiatives such as overseas presence of the tropical country as a prime medical and wellness tourism destination shall continue.

For the first time, it was in April 2024, when the DoT led a public-private delegation, consisting of hospital-dental-wellness facilities and health tourism facilitator for the “health sales mission” to the UAE (Abu Dhabi and Dubai) and Saudi Arabia (Riyadh).

DoT-Office of Product and Market Development director Dr Paulo Benito Tugbang, physician/nurse/midwife, who used to be responsible for the Department of Health-Medical Travel and Wellness Tourism Programme as well as former Inter-Agency Task Force for the Management of Emerging Infectious Diseases member, then said that the purpose was to encourage Middle East travel trade professionals consider the medical and wellness offerings of the Philippines, inasmuch as Filipino healthcare workers have been admired for their dedication and commitment.

Again, with the purpose of capturing the Arab Market, known for their “culture of medical travel,” DoT partnered with the Dubai-based Agora Group management firm for the Philippine participation at the June 2023 “1st International Health and Wellness Tourism Congress in Dusseldorf, Germany. This was followed by the October 2024 Philippine-hosting of the second edition of the international event in Taguig City, Metro Manila.

Moreover, DoT signed a five-year deal with Thailand, internationally recognised for its medical tourism portfolio in January 2025, covering the areas of tourism cooperation, exchange of best practices, and human resources development. It participated in the May 2024 International Wellness Tourism Expo in Tokyo, Japan. It also had embarked on other “strategic activities” in Singapore and Malaysia “with potential industry partners” so that the Philippines would be in “the radar of regional and international community.”

These, as encapsulated in the National Tourism Development Plan 2022-2028 of the Ferdinand Marcos Jr. Administration, shall be the continuous enhancement of healthcare accessibility, promotion of sustainable tourism practices, and delivery of world-class experiences, for the locals and foreign visitors alike.

It was a fortnight back when Gulf Today received a press release concerning “The Global Wellness Economy: The Philippines.”

The assessment revealed that “the country’s wellness market” with 11 sectors responsible for the delivery of products and services for one’s health and wellness had expanded 21 per cent from $35.8 billion to $43.3 billion between 2019 and 2023.

The press release quoted chairperson and chief executive officer Susie Ellis, of the Global Wellness Institute (GWI), into the awareness and education campaign for the necessary lifestyle changes against non-communicable diseases prevalent worldwide: “The Philippines has a thriving wellness economy, and we are thrilled that its DoT has continued their partnership with us for this deep dive into the data that really showcase where the growth and potential lies.”

“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,” Ellis also said.

In the country assessment and compared with 217 countries and territories, GWI had quantified, that from 2022 to 2023 alone, six of 11 health and wellness economy sectors in the Philippines posted double digit annual growth rates relative to the global market size served.

From 10.2 % in the mental wellness: services, therapies, resources to 61.4 % in wellness tourism: enriching travel for personal well-being. In between were the sectors of public health, prevention and preventive medicine (13.3 %), wellness real estate/health and wellness living spaces (14.0 %), thermal/mineral springs (15.3 %) and spas (19.2 %).

Overall, GWI concluded that in terms of health and wellness tourism in 2023, the Philippines ranked eighth among 45 in the Asia-Pacific Region, and 23rd of 218 worldwide: “The wellness industry is a major contributor to the Philippines’ overall economy contributing 9.9 % to the gross domestic product in 2023; 12th worldwide.”