With the recent hosting of the International Health and Wellness Tourism Congress (IHWTC) by our Department of Tourism (DOT), the country is positioning itself to become the premier health travel destination in the Asia-Pacific region.
Held at the Grand Hyatt Manila in Bonifacio Global City, the event attracted delegates from 38 countries interested in exploring the potential of medical and wellness tourism in our country.
The Congress was officially opened by First Lady Louise Araneta Marcos, Tourism Secretary Christina Garcia Frasco, Taguig Mayor Laarni Cayetano, and Agora Group CEO Hadi Malaeb.
With the theme “Aruga,” which means care or nurture, the IHWTC showcased the country’s unique blend of advanced healthcare services and deeply rooted wellness traditions.
In her welcome remarks, Sec. Frasco stressed the Filipino spirit of malasakit, or compassionate care, as a defining characteristic of the country’s wellness tourism. She further highlighted that Filipinos are always willing to go the extra mile to put the needs of others above their own, the foundation of the country’s wellness practices and hospitality.
Agora Group CEO Hadi Malaeb brought forward our country’s potential to become a major player in health and wellness tourism, citing our highly skilled healthcare professionals, competitive pricing, and natural beauty, as our key advantages over those of our ASEAN neighbors. He pointed out that achieving this potential requires world-class infrastructure, accreditation and standards, talent development, holistic wellness experiences, and public-private partnerships.
The exhibit area of the Congress gave guests a unique opportunity to experience the healing traditions of the country through interactive booths that engage the senses of taste, smell, and touch.
For the taste component, there was a tea bar that offered the flavors of traditional Filipino teas, including salabat (ginger tea), sambong tea, and pandan tea. At the Tea Blending Station, guests could create their own custom tea blends using a selection of Filipino herbs and spices. In addition to such experience, there were guided tea tasting sessions where participants learned about the unique flavors and health benefits of these local teas, deeply rooted in Filipino wellness traditions. Vegan and plant-based products were also offered at the exhibit.
I enjoyed the Aromatherapy Station which offered visitors the chance to indulge in the soothing scents of essential oils derived from native Filipino plants and flowers, covering the smell component. From the calming aroma of the Ylang-Ylang to the invigorating scent of calamansi, the station proved that the natural fragrance of our country’s rich flora can, indeed, provide a relaxing experience.
At the Massage Booth, visitors experienced hilot, the ancient Filipino art of healing that centers on the sense of touch. Interested guests were given a rejuvenating 15-minute massage, focusing on the head, back, and feet, allowing them to feel the therapeutic touch of traditional Filipino wellness techniques for relaxation and overall well-being. Of course, I queued up for my 15-minute share of “heaven.”
DOT Director for Product Development Paulo Tugbang declared the promising prospects of our share of Health and Wellness Tourism. In the Medical Tourism Index published by the Medical Tourism Association, we are number 24 globally and number 3 in the ASEAN region. This index ranks countries according to the quality of care patients receive and the attractiveness of the destination for medical tourism.
DOT recently partnered with the Department of Health and TIEZA to establish Tourist First Aid facilities in our country’s top destinations – Boracay, Panglao, Siargao, and El Nido. We also now have a Medical Tourism Concierge service at Manila’s international airports, to offer assistance to arriving medical tourists. Certainly, we’re now on our way to the top of the list!
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