The Philippines is making its mark on the global wellness stage as the government unveils an ambitious campaign to position the country as a leading destination for wellness tourism. This initiative gains momentum from the Global Wellness Institute (GWI)ʼs recently revealed report at the 18th Global Wellness Summit (GWS) in the UK, highlighting the global wellness economyʼs impressive growth. In 2023, the global wellness economy reached a record high of $6.3 trillion, with projections to nearly $6.8 trillion in 2024 and a staggering $9 trillion by 2028.
GWI forecasts an annual growth rate of 7.3% for the wellness economy from 2023 to 2028, far outpacing the global GDP growth rate of 4.8%. Wellness tourism is among the top growth leaders, projected to expand by 10.2% annually, alongside segments such as wellness real estate (15.8%) and mental wellness (12.2%). By 2028, five wellness sectors, including wellness tourism, are expected to surpass $1 trillion in market size. 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.
A Strategic Location for Wellness Travelers
As global travelers increasingly prioritize health, well-being, and meaningful experiences, the Philippines offers a unique blend of traditional healing practices and holistic wellness. 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.
WeTAP’s Vision for Wellness Tourism
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 envisions wellness tourism 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 Philippine 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 Philippinesʼ 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 post- pandemic world,” said Ms. 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. 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,” said Ms. Jennifer Sanvictores, Marketing & Public Relations Head of WeTAP and Global Head of Sales, Marketing, and Communications for The Farm at San Benito, Batangas.
As the world seeks destinations that nurture the mind, body, and spirit, the Philippines is poised to become Asiaʼs premier wellness hub. Through this bold initiative, the country sees an immense opportunity to boost its economy, champion regenerative travel, and redefine itself as a sanctuary for evidence-based holistic healing.
Join Us in Elevating Philippine Wellness Tourism
The Wellness Tourism Association of the Philippines (WeTAP) is pleased to announce that it is now open for membership! As the official voice of the wellness tourism industry in the country, WeTAP warmly welcomes businesses, organizations, and professionals across wellness and tourism sectors to be part of its growing community. Together, let us create a flourishing wellness tourism industry that enriches lives, uplifts local communities, and promotes environmental sustainability.
