Philippines Bets Big on Wellness Tourism

BusinessWorld says the Philippines eyes the $70T global retirement market via wellness tourism.

BusinessWorld Online reports that the Philippines is seeking to strengthen its position in the regional health and wellness tourism market, with government and industry stakeholders promoting the country as a destination for wellness, medical services, and retirement. The push centers on the Health, Wellness and Nutrition Festival and Expo (HWONFEX), scheduled for September 4 to 6 at the SMX Convention Center in Pasay City, with a wellness festival and fun run at the Quirino Grandstand on the final day. According to BusinessWorld Online, HWONFEX is an official ASEAN side event expected to bring together government agencies, businesses, and international buyers to connect Philippine wellness enterprises with global markets.

According to BusinessWorld Online, Philippine Retirement Authority General Manager Roberto Z. Zozobrado estimates the global retirement industry to be worth $70 trillion. He told the outlet that the Philippines currently has about 86,700 foreign retirees, while daily applications for retirement visas have risen to around 25 from 15 previously. Zozobrado said wellness is a key consideration among retirees when choosing where to settle, and events like HWONFEX can help keep them engaged. He also cited the Filipino culture of hospitality as a draw, telling BusinessWorld Online that retirees are cared for "as if they're part of our family."

BusinessWorld Online reports that former Tourism Secretary Wanda Tulfo-Teo believes the Philippines can expand its share of the global health and wellness market by leveraging skilled professionals, English proficiency, and a culture of service. She told the outlet the country can be "a destination for healing, for wellness, and medical excellence," not just beaches and adventure. A Department of Tourism representative, Paulo Benito S. Tugbang, said the agency considers health and wellness tourism a priority product, noting that travelers increasingly seek experiences allowing them to "rest, recover, reconnect, and enhance their overall well-being." HWONFEX will also feature HilomX, a platform focused on traditional and complementary healthcare, including Philippine organic products and hilot-based wellness practices.

The Philippines' initiative comes amid a wider Asian push into wellness. The Tribune reports that Dehradun, Uttarakhand hosted the Pulse of Positivity Health & Wellness Summit on August 26, bringing together policymakers, doctors, and wellness experts at the Fairfield by Marriott. According to The Tribune, the summit's chief guest, Legislative Assembly Speaker Ritu Khanduri Bhushan, emphasized that healthy habits must begin early in life, with parents playing a crucial role in instilling discipline and healthy eating. The event featured panels on mental health, preventive healthcare, and policy implementation, reinforcing a message that healthcare must go beyond treating illness toward prevention and healthier daily choices.

BusinessWorld Online reports that stronger coordination between government and the private sector will be crucial for the Philippines to turn its advantages in hospitality, healthcare, and human capital into sustained international demand. Zozobrado told the outlet that the convergence of wellness and retirement tourism could help the country build a more complete proposition for foreign visitors seeking accessible healthcare alongside leisure. ANI News reports that parallel efforts in India, through platforms like Pulse of Positivity, aim to continue advancing conversations around healthcare, wellness, and preventive care through future dialogues and summits. Both initiatives underscore a shared regional ambition to make wellness a defining feature of public health policy and tourism strategy.