Growing popularity of the spa sector is one area that the Philippines is focusing on

The Philippines intensifies wellness tourism efforts

by · TTG asia

As part of diversifying its tourism offerings, the Philippines has started taking its Filipino brand of wellness campaign to the global stage with encouraging results.

To differentiate itself from other Asian countries, the wellness efforts focus on the Filipino traits of malasakit (compassionate care) and aruga (care and nurture), said Paulo Tugbang, Department of Tourism’s (DoT) director for health and wellness tourism and for product and market development.

Growing popularity of the spa sector is one area that the Philippines is focusing on; photo by The Farm at San Benito, an eco-luxury, holistic medical wellness resort in Batangas

The Philippines is also looking beyond Asia-Pacific to luxury buyers in the US, Europe and the Middle East.

After successfully hosting the 2nd International Health and Wellness Tourism Congress in Manila last October with positive feedback from buyers and delegates, the DOT is pondering the offer to host the congress again this year.

Another organisation involved in promoting the country as a wellness destination is Wellness Tourism Association of the Philippines (WeTAP), a local organisation.

Seeing the popularity of the spa sector and how the Filipino brand of care is known globally, WeTAP co-founder and public relations officer, Jennifer Sanvictores, said the association is focusing on promoting ancient hilot massage therapy.

About 200,000 guests visited the Philippines last year for health and wellness tourism for various purposes such as medical trips, dental works, medical aesthetics, personal care, and spiritual pilgrimages.