The Department of Tourism (DOT) hosted an international health and wellness tourism congress as part of its push to position the county as a key health tourism hub in the Asia-Pacific region.

The agency launched the International Health and Wellness Tourism Congress (IHWTC) in Taguig City on Monday, gathering stakeholders and dignitaries, including First Lady Liza Araneta-Marcos.

Tourism Secretary Christina Frasco highlighted the distinctive Filipino Brand of Wellness, which incorporates traditional healing practices, organic products, and holistic treatments, presenting a unique wellness experience.

Among the local wellness offerings featured in the conference was hilot, a traditional Filipino massage technique known for its healing and restorative properties.

“This combination of modern healthcare and time-honored traditions makes the Philippines a unique and appealing destination for those seeking a complete wellness experience,” Frasco said.

She also detailed the country’s comprehensive approach in making the Philippines a leading health and wellness tourism destination through an expanded accreditation program.

This initiative ensures that hospitals, wellness centers, dental clinics, and other medical facilities meet international quality standards.

Agora Group chief operations officer Hadi Malaeb, meanwhile, recognized the Philippines’ potential to become a major player in health and wellness tourism.

“The Philippines, with its unique combination of highly skilled healthcare professionals, competitive pricing and natural beauty, stands on the brink of becoming a major player in this dynamic sector,” he said.

He said achieving this potential requires strengthening five key pillars: world-class infrastructure, accreditation and standards, talent development, holistic wellness experiences, and public-private partnerships.

“Agora organizes conferences and congresses in over 15 different countries, and to be very frank with you, we have never had the type of support, the type of hospitality, and the warmth that we have experienced in hosting this event,” he said.

“This, combined with the flawless execution of our partners and DOT, makes us very thankful and very proud to be here with you today,” Malaeb expressed, praising the Philippines’ warm hospitality and effective collaboration,.”

The congress brought together delegates from 38 countries to explore the potential of medical and wellness tourism in the Philippines.

Part of the program were country and partner presentations, panel discussions, business-to-business networking sessions, and an exhibition area featuring the diverse aspects of Filipino wellness as well as partner trade exhibitors.

Several DOT Regional Offices including Cordillera, Calabarzon, Western Visayas, Central Visayas, Davao, and Caraga participated in the tourism congress under the Philippine Wellness Pavilion, each showcasing their unique regional health and wellness offerings.

The exhibitors from the private sector also highlighted the diversity of wellness experiences available throughout the Philippines, from coastal retreats to serene mountain escapes.

Advancing health care

Frasco also touted the Marcos administration’s continuous focus on advancing health care and tourism infrastructure, citing examples such as the Lab for All outreach medical program.

“By bringing essential healthcare services directly to communities, Filipinos across the country now have quality access to diagnostics and treatment,” she said.

“This focus on inclusive healthcare not only benefits our people but also enhances our global reputation as a destination capable of providing top-tier medical services to international tourists seeking wellness and care,” she added.

Health and wellness tourism has been identified as a key growth area under the National Tourism Development Plan 2022-2028.

Citing the Medical Tourism Index published by the Medical Tourism Association, the DOT said the Philippines currently ranks third in the Southeast Asian region and 24th globally in terms of attractiveness as a medical tourism destination. (PNA)