The Philippines Emerges as a Wellness Powerhouse in Asia

With 21% growth and an authentic wellness identity, the country rises to the top of global wellness rankings

The Global Wellness Institute (GWI) has just released new data positioning the Philippines as one of the most dynamic and promising wellness economies in the world. According to the report, the Philippine wellness economy grew by 21% between 2019 and 2023, reaching a value of $43.3 billion USD and contributing 9.9% to the country’s GDP—ranking 12th globally.

This performance places the Philippines as the 8th strongest wellness market in the Asia-Pacific region and 23rd worldwide among 218 countries.

Wellness tourism leads the way

One of the most impressive findings is the explosive 61.4% growth in wellness tourism from 2022 to 2023, with revenues jumping from $2.24 billion to $3.61 billion USD.

Other high-growth wellness sectors in the country include:

• Spas: +19.2%
• Physical activity: +21.4%
• Wellness real estate: +14%

This signals a broader trend: the Philippines is becoming a destination of choice for travelers seeking holistic, nature-based, and culturally rich wellness experiences.

The Filipino Brand of Wellness

At the heart of this growth is a unique cultural philosophy: “Kapwa,” the deep-seated belief in connection—with oneself, the community, and all living beings.

Dr. Paulo Benito S. Tugbang, Director of Product Development at the Department of Tourism and GWI Ambassador, emphasizes that this “Filipino Brand of Wellness” is grounded in harmony between body, mind, and soul.

From wholesome cuisine using fresh, local ingredients to deep-rooted traditions in herbal medicine and strong family ties, the country offers an authentic, multisensory approach to well-being.

A vision for global wellness leadership

Thanks to strategic support from the Philippine Department of Tourism and a growing partnership with GWI, the country is actively working to position itself as a wellness hub in Asia.

“The Philippines offers something truly unique to the world: a sensory, sincere, and deeply human approach to wellness,” says Susie Ellis, Chair & CEO of the Global Wellness Institute.