Philippines wellness tourism market now among Asia's 10 largest

The Philippines' wellness tourism sector is experiencing growth, now valued at an impressive $43.3 billion.

This positions the country as a major player in Asia's wellness market, ranking eighth among 45 Asia-Pacific countries in the Global Wellness Institute's (GWI) 2019-2023 report. The sector has demonstrated remarkable resilience, especially in its recovery from pandemic-related disruptions.

The overall wellness economy in the Philippines contributed 9.92 percent to its Gross Domestic Product (GDP) in 2023, underscoring its substantial economic importance. The wellness tourism segment alone generated $3.61 billion annually, with 2.699 million wellness travelers spending an average of $1,337 per therapeutic getaway. This impressive growth led GWI to include the Philippines in its "Geography of Wellness" platform, a strategic collaboration with the Department of Tourism (DOT) to delve deeper into the country's unique wellness landscape.

Domestic tourism is the primary driver of growth. In 2023, domestic trips accounted for nearly 2 million visits, with expenditures reaching $2.16 billion. International wellness travelers contributed 853,000 trips, generating $1.45 billion. The market benefits from a healthy mix of both primary wellness travelers (whose main purpose is wellness) and secondary wellness travelers (who incorporate wellness activities into broader vacation plans). In 2023, primary wellness trips totaled 1.691 million, generating $2.24 billion, while secondary wellness trips reached 547,000 with spending of $0.77 billion.

The spa industry is a cornerstone of Philippine wellness tourism, boasting over 1,822 spa establishments across the country as of 2023, with revenues reaching $681 million. Hotel and resort spas lead this market, with 1,154 establishments generating $510 million, followed by day, club, and salon spas with 513 establishments earning $99 million.

The Philippines also features 208 thermal and mineral springs establishments, which generated $93 million in revenue in 2023. While a smaller segment, these natural assets hold significant potential for future development, particularly given the rising global interest in authentic, nature-based wellness experiences. The "Future of Wellness Tourism 2025" report by Finn Partners highlights thermal springs as a promising opportunity, citing countries like Iceland, Croatia, and Georgia that are heavily investing in thermal tourism infrastructure for rural economic development. The Philippines could replicate these strategies, diverting tourists from crowded urban centers and fostering growth in rural communities.

The Philippines is well-positioned to capitalize on several emerging wellness tourism trends identified in the Finn Partners report, which could further enhance its market standing:

The "Age Bender" Market: This trend focuses on longevity regardless of chronological age, appealing to proactive Gen Z wellness enthusiasts and active Baby Boomers. Programs emphasize fitness, nutrition, creativity, and brain health training.

Women's Health Tourism: The country's established spa infrastructure provides an excellent foundation for expanding into specialized women's health services, including menopause retreats, fertility programs, and holistic reproductive wellness.

Nomadic Wellness Tourism: This trend caters to "resident nomads" seeking extended stays (three weeks to three months) in wellness destinations. The Philippines' diverse landscapes are ideal for supporting hybrid accommodation models that combine wellness facilities with longer-term residences.

Regenerative Tourism Leadership: The Philippines has an opportunity to differentiate itself by moving beyond sustainability to actively improve ecosystems and strengthen local communities. This approach involves creating transformative experiences that preserve traditional healing practices, such as "hilot" massage, while providing economic opportunities for local practitioners.

Culinary Wellness Integration: Global trends point to dining experiences evolving toward neural nutrition (foods boosting brain function and gut health), personalized nutrition (AI-driven, DNA-based meal customization), mindful dining (meditative meal experiences), and functional "mood foods" (with adaptogens and dopamine-enhancing properties). The Philippines' rich culinary heritage and abundant fresh, local ingredients offer an excellent base for developing these cutting-edge wellness dining experiences.

Technology Integration: The wellness tourism industry is rapidly embracing technology. The Philippines could integrate biometric wellness tracking with wearable devices for personalized journeys, AI-powered wellness recommendations based on guest preferences, and smart wellness infrastructure utilizing high-tech spa equipment and environmental controls.

With the global wellness tourism market projected to reach $1.4 trillion by 2027, the Philippines' strategic positioning within this expanding market presents promising opportunities. The combination of its natural beauty, diverse wellness infrastructure, strong domestic demand, and alignment with global trends firmly establishes the Philippines as a key destination in the evolving Asia-Pacific wellness tourism landscape.