MANILA: The Department of Tourism (DOT) in the Philippines has taken a significant step towards branding the nation as a leading health tourism destination in the Asia-Pacific by hosting the International Health and Wellness Tourism Congress (IHWTC) in Taguig City. The event, which saw the participation of First Lady Liza Araneta-Marcos among other dignitaries, is part of a broader strategy to enhance the country’s global wellness tourism footprint.
According to Philippines News Agency, Tourism Secretary Christina Frasco, during the congress, unveiled the “Filipino Brand of Wellness,” which integrates traditional Filipino healing practices with modern healthcare. This initiative includes traditional treatments such as hilot, known for its therapeutic benefits. Frasco emphasized that this blend of traditional and modern practices positions the Philippines uniquely in the health and wellness sector.
The conference also focused on the accreditation of medical facilities across the Philippines to meet internati
onal standards, an effort that Frasco noted is crucial for the country’s vision to be a top health and wellness destination. Additionally, the event featured discussions on the necessary infrastructure and partnerships required to meet international healthcare standards.
Agora Group’s COO Hadi Malaeb commented on the Philippines’ potential in the health and wellness tourism industry, citing the country’s combination of skilled healthcare professionals, competitive pricing, and natural beauty as key advantages. Malaeb also praised the local hospitality and the organization of the event, which he described as superior to other international experiences.
The congress attracted delegates from 38 countries and included various activities such as panel discussions, networking sessions, and exhibitions showcasing the diverse wellness options available in the Philippines. Regional DOT offices and private sector participants presented a wide array of health and wellness services, from coastal retreats to mountain we
llness escapes.
Furthermore, Frasco highlighted initiatives under the Marcos administration aimed at improving healthcare and tourism infrastructure, like the Lab for All program, which provides community-based health services. These efforts, she pointed out, not only serve the local population but also enhance the Philippines’ reputation as a destination for medical and wellness tourism.
The growth of health and wellness tourism in the Philippines is supported by data from the Medical Tourism Index, which ranks the country third in Southeast Asia and 24th globally in medical tourism attractiveness.