June 4, 2025
MANILA – The Philippines’ wellness market expanded by 21 percent to $43.3 billion in 2023 from $35.8 billion in 2019, according to latest data from the non-profit Global Wellness Institute (GWI).
This performance ranks the country eighth among 45 Asia Pacific markets and 23rd out of 218 globally. During the same year, the wellness industry accounted for 9.9 percent of the national gross domestic product (GDP), GWI said in a statement released on May 15.
“The Philippines has a thriving wellness economy, and we’re thrilled that the Department of Tourism has continued their partnership with us for this deep dive into the data that really showcases where the growth and potential lies,” GWI chair and CEO Susie Ellis was quoted in the statement as saying. “Blessed with natural wonders, the Philippines is an ideal destination for nature-based wellness and relaxation, and the authentic Filipino wellness offerings mean that the country has something truly unique to share with the world.”
Areas of growth
The GWI Philippines report showed many areas of growth, including spas (up 19.2 percent in 2023 from a year ago); physical activity (up 21.4 percent); and wellness real estate (up 14 percent). The most striking was the increase in wellness tourism, which grew 61.4 percent to $3.61 billion in 2023 from $2.24 billion in 2022.
“Wellness tourism in the Philippines is experiencing significant growth, supported by dedicated partners and the country’s abundant natural and cultural assets,” said Dr. Paulo Benito S. Tugbang, director at the Office of Product Development for the Philippine Department of Tourism (DOT).
“Through the ‘Filipino Brand of Wellness,’ the country’s flagship wellness program, we are proud to showcase a holistic and uniquely Filipino approach to wellbeing—one that engages the senses and reflects the depth of our heritage and hospitality,” said Tugbang, who also serves as GWI Ambassador.
“We remain committed to further developing this sector and creating enriching wellness experiences for travelers from around the world,” he added. “Our partnership with the Global Wellness Institute is a valuable component of this effort. By leveraging insights such as the Geography of Wellness data and fostering connections with global wellness leaders, we are able to gain a more comprehensive understanding of the industry’s potential—not only for wellness tourism, but for the broader growth of Philippine tourism. We are honored to contribute to our shared goal of positioning the Philippines as a tourism powerhouse in Asia.”
Wellness in the Philippines
GWI explained that wellness in the Philippines means aligning three inseparable entities—soul, body and mind—based on the value of “kapwa,” the need to connect oneself with the community and other beings.
Filipinos not only enjoy healthy bodies and minds, but also thrive on strong, harmonious relationships with their loved ones.
Living well is embodied in Filipino cuisine, which is based on fresh, whole ingredients, such as fruits, vegetables, whole grains and lean protein, well-balanced meals, and healthy cooking methods. Food plays an important role in Filipino culture, as sharing meals with family and friends is an expression of caring and nurturing, a source of joy, and an important way to celebrate love and friendship.
Filipinos also benefit from a strong heritage of traditional herbal medicine, widely used to treat a variety of ailments such as digestive problems and respiratory infections.