The $43.3B Wellness Economy: How the PH Is Carving Its Niche in Global Wellness Tourism

In a post-pandemic world where health and wellbeing are increasingly viewed as essential rather than optional, the Philippines is emerging as a rising star in the global wellness landscape.

Tourists enjoying a nature-based spa retreat—part of the fast-growing wellness tourism segment that saw a 61.4% surge in just one year, according to GWI’s latest findings. | Photos: The Farm at San Benito

New research from the Global Wellness Institute (GWI), released in partnership with the Philippine Department of Tourism, reveals that the country’s wellness economy grew by an impressive 21% between 2019 and 2023—expanding from $35.8 billion to $43.3 billion.

This places the Philippines 8th in the Asia-Pacific region and 23rd worldwide in terms of wellness economy size. More notably, wellness now contributes 9.9% of the country's GDP, placing it 12th globally, a remarkable feat for an emerging market navigating tourism recovery amid regional competition.

“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,” said Susie Ellis, Chair and CEO of the GWI. “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.”

Wellness Tourism: A Bright Spot in a Competitive Region

While the Philippines still trails its Southeast Asian peers in terms of international arrivals—with 5.9 million visitors in 2024 compared to Thailand’s 35.5 million—the country is seeing significant traction in wellness tourism, one of the fastest-growing segments of the global travel industry.

Between 2022 and 2023, wellness tourism in the Philippines surged 61.4%, growing from $2.24 billion to $3.61 billion, driven by its unique mix of natural beauty, cultural richness, and the “Filipino Brand of Wellness.”

The Department of Tourism’s flagship wellness program emphasizes a holistic, culturally grounded approach to wellbeing—rooted in traditional practices, indigenous wisdom, and heartfelt hospitality.

“Through the Filipino Brand of Wellness, 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,” said Dr. Paulo Benito S. Tugbang, Director of the DOT’s Office of Product Development and GWI Ambassador.

Spas, physical activity, and wellness real estate are also on the rise, posting double-digit growth rates between 2022 and 2023: 19.2%, 21.4%, and 14%, respectively.

A Culture of Connected Wellbeing

Beyond economic indicators, wellness in the Philippines is deeply cultural. It is grounded in the concept of “Kapwa”, or shared identity, emphasizing balance among soul, body, and mind—and harmony with others.

Whether expressed through nutritious, home-cooked meals shared with family, or in the use of traditional herbal remedies passed down through generations, Filipino wellness is about more than spa treatments or yoga retreats; it is a way of life.

Punching Above Its Weight in Revenue, But Falling Short in Arrivals

Despite the wellness sector’s strength, the broader tourism outlook presents a more mixed picture.

The Philippines earned $13.1 billion in tourism revenues in 2024, surpassing pre-pandemic levels by 26.75%, yet visitor arrivals lagged behind key neighbors such as Thailand, Malaysia, Vietnam, and even Laos.

Experts point to a variety of factors, including the sharp drop in Chinese tourist arrivals—only 300,000 versus a target of 2.2 million—along with visa processing challenges, limited air connectivity, and digital infrastructure gaps.

In the Asian Development Bank’s Smart Tourism Ecosystem Readiness Index, the Philippines ranked 4th out of 6 ASEAN countries, highlighting the need to modernize systems and embrace digital transformation.

Unlocking Growth Through Wellness

Despite these challenges, the Philippine government and its partners see wellness tourism as a strategic growth lever.

By targeting high-value, experience-seeking travelers and enhancing offerings that highlight the Philippines’ natural and cultural assets, the country can carve a distinctive space in a competitive market.

“Our partnership with the Global Wellness Institute allows us to take a more data-driven approach to wellness development. We believe this is key not only to growing wellness tourism but to elevating the entire tourism sector,” added Dr. Tugbang.

As the world increasingly values restorative and holistic travel experiences, the Philippines’ $43.3 billion wellness economy stands as both a national asset and an untapped engine for inclusive, sustainable growth.

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To explore the full “Global Wellness Economy: Philippines” report, visit the Geography of Wellness portal at www.globalwellnessinstitute.org.

For more on the Philippines’ tourism offerings, visit www.tourism.gov.ph.