DOT HOSTS INTERNATIONAL HEALTH AND WELLNESS TOURISM CONGRESS TO POSITION THE PHILIPPINES AS A PREMIER HEALTH TRAVEL DESTINATION

Manila, Philippines – The Department of Tourism (DOT) solidified the Philippines’ position as a key health tourism hub in the Asia-Pacific region with the launch of the International Health and Wellness Tourism Congress (IHWTC) on Monday (Oct. 14) at the Grand Hyatt Manila, Bonifacio Global City, Taguig City.

The inaugural Philippine event, spearheaded by Tourism Secretary Christina Garcia Frasco, was officially opened by Philippine First Lady Louise Araneta Marcos, alongside Agora Group CEO Hadi Malaeb and Taguig City Mayor Laarni Lopez Cayetano, with a ceremonial ribbon cutting followed by the symbolic ringing of bamboo wind chimes, representing the organic and nurturing essence of health and wellness.

The Tourism Chief emphasized the Filipino spirit of malasakit, or compassionate care, as a defining characteristic of the country’s wellness tourism. “For those of you who have met Filipinos here or anywhere in the world, you would know that one of the defining characteristics of Filipinos is the inherent quality to exercise genuine care and compassion, always willing to go the extra mile to put the needs of others above one’s own,” she remarked.

This landmark event, themed “Aruga”—a Filipino term that embodies care and nurture—showcased the country’s unique blend of advanced healthcare services and deeply rooted wellness traditions, positioning the Philippines as a premier health and wellness destination in the Asia-Pacific region.

Secretary Frasco highlighted how the congress theme, Aruga, reflects this intrinsic value, foundational to the country’s wellness practices and hospitality.

A unique attraction within the Philippines’ wellness offerings is hilot, an ancient Filipino massage technique known for its healing and restorative properties. Set in serene natural retreats, spas across the country offer hilot and other traditional treatments, complemented by modern medical facilities staffed with highly skilled healthcare professionals. “This combination of modern healthcare and time-honored traditions makes the Philippines a unique and appealing destination for those seeking a complete wellness experience,” Frasco noted, adding that the country’s hospitals and clinics are renowned for their cutting-edge technology and personalized care.

The congress brought together delegates from 38 countries, with the attendance of over 40 nationalities, to explore the potential of medical and wellness tourism in the Philippines.

Agora Group Chief Operations Officer Hadi Malaeb highlighted the Philippines’ potential to become a major player in health and wellness tourism, citing the country’s highly skilled healthcare professionals, competitive pricing, and natural beauty as key advantages. “The Philippines, with its unique combination of highly skilled healthcare professionals, competitive pricing, and natural beauty, stands on the brink of becoming a major player in this dynamic sector,” he said. He emphasized that achieving this potential requires strengthening five key pillars: world-class infrastructure, accreditation and standards, talent development, holistic wellness experiences, and public-private partnerships.

“Agora organizes conferences and congresses in over 15 different countries, and to be very frank with you, we have never had the type of support, the type of hospitality, and the warmth that we have experienced in hosting this event. This, combined with the flawless execution of our partners and DOT, makes us very thankful and very proud to be here with you today,” Malaeb expressed, praising the Philippines’ warm hospitality and effective collaboration.

The congress included an opening program, country and partner presentations, panel discussions, business-to-business networking sessions, and an exhibition area featuring the diverse aspects of Filipino wellness as well as partner trade exhibitors.

The exhibition offers a unique opportunity to experience the healing traditions of the Philippines through interactive booths that engage the senses of taste, smell, and touch.

For the Filipino Wellness sense of taste, the tea bar invites visitors to savor the flavors of traditional Filipino teas, including salabat (ginger tea), sambong tea, and pandan tea. At the tea blending station, guests can create their own custom tea blends using a selection of Filipino herbs and spices. In addition to the experience is a guided tea tasting sessions, where participants can learn about the unique flavors and health benefits of these local teas, deeply rooted in Filipino wellness traditions. Vegan and plant-based products were also offered at the exhibit.

Meanwhile, the aromatherapy station offers visitors the chance to indulge in the soothing scents of essential oils derived from native Filipino plants and flowers for the sense of smell component. From the calming aroma of ylang-ylang to the invigorating scent of calamansi, this station provides a relaxing experience that showcases the natural fragrance of the Philippines’ rich flora.

At the spot massage booth, visitors can experience hilot, the ancient Filipino art of healing that centers on the sense of touch. A quick yet rejuvenating 5–15 minute massage, focusing on the head, back, or feet, allows guests to feel the therapeutic touch of traditional Filipino wellness techniques, known for promoting relaxation and overall well-being.

Several DOT Regional Offices including NCR, CAR, CALABARZON, Western Visayas, Central Visayas, Davao, and CARAGA participated in the tourism congress under the Philippine Wellness Pavilion, each showcasing their unique regional health and wellness offerings.

Some of the trade and exhibit partners include Cebu Pacific Air, Destileria Limtuaco & Co., Inc., Hotel101 Fort, Nurture Farmacy, Philippine Craft Distillers, Inc., Philippine Retirement Authority, Pili Ani’s Organics Cosmetics, The Farm at San Benito, Urban Smiles, and Vegan Grocer.

National exhibit partners include notable names such as Belo Medical Group, Eluvo Health, GAOC – Gan Advanced Osseointegration Center, Tourism Infrastructure and Enterprise Zone Authority (TIEZA), and the Wellness Tourism Association of the Philippines.

Regional exhibitors each bring their unique wellness offerings to the congress. This year’s lineup includes Dusit Thani Lubi Plantation Resort, Mandala Spa & Resort Villas, Nay Palad Hideaway, Niyama Wellness Center – Tagaytay, North Haven Spa – Baguio, Plantation Bay Resort and Spa, and The Retreat Spa. These exhibitors highlight the diversity of wellness experiences available throughout the Philippines, from coastal retreats to serene mountain escapes.

Secretary Frasco also lauded President Ferdinand R. Marcos Jr. for his commitment to advancing healthcare and tourism infrastructure. “Under the administration of President Ferdinand R. Marcos Jr., we have seen accelerated progress in improving healthcare systems and investments in infrastructure, all while fostering unprecedented growth in tourism. The Marcos administration has prioritized access to quality healthcare, one of the most notable initiatives of which is the Lab for All program, championed by First Lady Louise Araneta Marcos. By bringing essential healthcare services directly to communities, Filipinos across the country now have quality access to diagnostics and treatment. This focus on inclusive healthcare not only benefits our people but also enhances our global reputation as a destination capable of providing top-tier medical services to international tourists seeking wellness and care,” she said.

Health and wellness tourism has been identified as a key growth area under the National Tourism Development Plan 2022-2028, which aims to enhance healthcare accessibility, promote sustainable tourism practices, and deliver world-class experiences. “Tourism is a pillar of national development under President Marcos’s administration. By focusing on health and wellness tourism, we are not only attracting visitors from around the world but also ensuring that our citizens reap the benefits of improved healthcare and economic opportunities,” Secretary Frasco shared.

Secretary Frasco detailed the DOT’s comprehensive approach to making the Philippines a leading health and wellness tourism destination. Central to these efforts is an expanded accreditation program, which ensures that hospitals, wellness centers, dental clinics, and other medical facilities meet international quality standards.

The DOT promotes a distinctive Filipino Brand of Wellness, which incorporates traditional healing practices, organic products, and holistic treatments, presenting a unique wellness experience.

Through the Philippine Experience Program, the DOT emphasized the nation’s cultural richness with themes like Kalinaw for Pilgrimage and Wellness Tourism, Hain/Salo-Salo for Food and Gastronomy Tourism, Likha for Arts and Creative Tourism, and Pamana for Living Cultures. This program positions the Philippines as a holistic destination for travelers seeking healing, spiritual enrichment, and cultural immersion.

In the media interview with the Secretary at the end of the morning’s opening ceremony, DOT Director for Product Development Paulo Tugbang shared the promising prospects of Health and Wellness tourism in the country, “In the Medical Tourism Index published by the Medical Tourism Association– it’s a global institution that ranks countries based on the quality of care that they receive, [and] the attractiveness of the destination for medical tourism– we’re actually number 24 globally, and number 3 in the ASEAN region.”

To further enhance medical and wellness tourism, the DOT partnered with the Department of Health and TIEZA to establish Tourist First Aid Facilities in top destinations like Boracay, Panglao, Siargao, and El Nido. In addition, a Medical Tourism Concierge service is being piloted at Manila’s international airports, streamlining assistance for medical tourists.

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