The Philippines is working to expand its health and wellness tourism sector and reinforce its standing as a regional wellness destination, as the Health & Wellness Confex 2026 (HWONFEX) gathers industry stakeholders under the country's ASEAN Chairmanship.

The expo opened on Friday at the SMX Convention Center in Pasay City. This year's edition carries the theme "Go Explore, Grow Communities, Glow Together" under 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 was initially considered too small to sustain a large-scale industry gathering.

"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 noted that research, industry experience and global data encouraged organizers to push through with the initiative despite the perceived risks. The effort comes as wellness tourism has grown into one of the fastest-expanding segments of global travel, with industry trackers such as the Global Wellness Institute reporting sustained growth in traveler spending on wellness-focused trips — a trend that Southeast Asian destinations, including established hubs like Thailand, have moved to capture.

According to Ms. Soriano, HWONFEX is meant to serve as an economic platform linking 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."

Former Tourism Secretary Wanda Tulfo-Teo said the Philippines has an opening to develop health and wellness tourism as travelers increasingly pursue experiences centered 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 country's natural resources, cultural traditions, indigenous healing practices, hospitality and growing healthcare capabilities could support a globally competitive wellness tourism industry.

The Department of Tourism has likewise incorporated health and wellness into its national tourism development plan, she said, combining modern healthcare expertise with traditional wellness practices.

Ms. Tulfo-Teo added that wellness resorts, spa destinations and nature-based hotels are drawing international attention, while destinations such as Palawan further strengthen 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."

HWONFEX 2026 also features the ASEAN Health & Wellness Summit, focused on health standards and regional healing practices; the ASEAN Wellness Village, showcasing traditional modalities such as hilot, Thai massage and jamu; and the Go & Get Better: The Wellness Circuit, covering wellness activities in Luzon, the Visayas, Mindanao and Bali, Indonesia.

The event will culminate in the Go & Get Better Wellness Festival Run, expected to draw more than 5,000 runners, families, wellness advocates and ASEAN delegates.

Ms. Tulfo-Teo said the confex will also give industry participants 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