The Philippines is seeking to expand its health and wellness tourism sector and strengthen its position as a regional wellness destination as the Health & Wellness Confex 2026 (HWONFEX) brings together industry stakeholders under the country’s ASEAN Chairmanship.
The health and wellness expo opened on Friday at the SMX Convention Center in Pasay City, with this year’s edition carrying the theme “Go Explore, Grow Communities, Glow Together” and the regional banner “ASEAN Wellness as One.”
HWONFEX Founder and Organizer Macky Soriano said the event was created to help develop the country’s health and wellness tourism market, which she said was initially considered too small to support a large-scale industry event.
“Back then, colleagues kept telling me the market for health and wellness tourism in the Philippines is still small, and we’re not yet ready,” Ms. Soriano said.
She said research, industry experience and global data encouraged organizers to pursue the initiative despite the perceived risks.
Ms. Soriano said HWONFEX is intended to serve as an economic platform that connects wellness with local communities and regional development.
“Wellness is a strategic thread that ties grassroots public health directly to regional survival,” she said.
“When our local communities achieve financial independence through wellness enterprises, the entire ASEAN region shines as a unified and wealthy economy,” she added.
Former Tourism Secretary Wanda Tulfo-Teo said the Philippines has an opportunity to develop health and wellness tourism as travelers increasingly seek experiences focused on physical, mental and emotional well-being.
“People are no longer simply searching for places to visit. They are seeking meaningful experiences that nurture the physical, mental and emotional well-being,” Ms. Tulfo-Teo said.
She said the Philippines has natural resources, cultural traditions, indigenous healing practices, hospitality and growing healthcare capabilities that could support a globally competitive wellness tourism industry.
The Department of Tourism has also incorporated health and wellness into its national tourism development plan, she said, combining modern healthcare expertise with traditional wellness practices.
Ms. Tulfo-Teo said wellness resorts, spa destinations and nature-based hotels are gaining international attention, while destinations such as Palawan further contribute to the country’s positioning as a place for relaxation and rejuvenation.
“We show the world that our country offers more than beautiful beaches and exciting adventures,” she said.
“The Philippines can also be a destination where people heal, regain balance, experience wellness and access to quality health care,” she added.
HWONFEX 2026 also features the ASEAN Health & Wellness Summit, which focuses on health standards and regional healing practices; the ASEAN Wellness Village, which showcases traditional modalities such as hilot, Thai massage and jamu; and the Go & Get Better: The Wellness Circuit, which covers wellness activities in Luzon, the Visayas, Mindanao and Bali, Indonesia.
The event is set to culminate in the Go & Get Better Wellness Festival Run, which is expected to bring together more than 5,000 runners, families, wellness advocates and ASEAN delegates.
Ms. Tulfo-Teo said the event will also provide industry participants with opportunities to examine consumer trends, investment opportunities, innovative solutions and the regulatory landscape affecting the health and wellness sector.
She stressed the need for cooperation among government, the private sector and industry stakeholders to develop the sector and create opportunities for local communities.
“May this conference inspire meaningful partnership, encourage innovation and position the Philippines as a leading destination for health, wellness tourism in the ASEAN and beyond,” Ms. Tulfo-Teo said. — Kaizzer Angela Marie V. Manuba