Philippines Health And Wellness Tourism Market Report, 2030

Market Size & Trends

The Philippines health and wellness tourism market size was valued at USD 3.28 billion in 2024 and is projected to grow at a CAGR of 29.66% from 2025 to 2030. This growth is attributed to the affordable and high-quality medical services and increasing government initiatives and strategic partnerships. Medical procedures in the country are reported to be 40-80% cheaper than in Western countries, making it an attractive option for patients seeking affordable treatments without compromising quality. Moreover, limited insurance coverage for few elective procedures in some countries attract patients to Philippines, propelling market growth further.

The Philippines is known to have renowned surgeons and healthcare facilities, which attract more than 100,000 people per year. For instance, around 200,000 patients visited the country for various purposes, such as cosmetic surgery, dental procedures, ophthalmology, cardiology, and orthopedics, in 2024. Moreover, a large population of foreigners seeks procedures such as rhinoplasty, breast augmentation, dental implants, and Lasik eye surgery in the Philippines.

Common Cosmetic Surgery Procedures Cost Comparison Between U.S. And Philippines (USD)

Source: Carlos I. Lasa, Jr., M.D. – Cosmetic Plastic Surgery Philippines, Grand View Research Analysis

Furthermore, the Philippines government is actively leveraging the country’s position as a significant health and wellness tourism destination. One of the key departments driving this effort is the Department of Tourism (DOT), which has integrated health and wellness tourism into its broader national tourism strategy. The DOT has launched programs to promote the country’s diverse wellness offerings-from traditional healing practices such as hilot massage therapy to modern medical services such as cosmetic surgery and dental tourism. These initiatives are aligned with the National Tourism Development Plan (NTDP), which identifies health and wellness tourism as a key segment to be developed through investment promotion, marketing support, and skills training for service providers.

Source: Global Wellness Institute, Grand View Research Analysis

In addition, most elective surgeries, such as certain dental surgeries, cosmetic surgery, weight loss surgeries, and fertility treatments, are not covered by insurance companies in the U.S. Limited availability or lack of insurance coverage drive people to seek medical procedures in the Philippines. In many countries, cosmetic surgeries are classified as elective procedures and, as a result, are typically not included in medical insurance coverage. This results in interested patients seeking treatment options abroad. Patients save costs by traveling to places wherein such medical services are provided at lesser costs. For instance, breast augmentation procedure costs around USD 4,800 to USD 5,800 for an individual in the U.S. compared to around USD 3,200 in the Philippines.

Market Concentration & Characteristics

The chart below illustrates the relationship between industry concentration, industry characteristics, and industry participants. The x-axis represents the level of industry concentration, ranging from low to high. The y-axis represents various industry characteristics, including industry competition, degree of innovation, impact of regulations, level of partnership & collaboration activities, and geographic expansion. The Philippines health & wellness tourism industry is moderately fragmented, with the presence of few major players and few small & medium-sized health & wellness tourism providers. The degree of innovation is moderate, and the impact of regulations on industry is high. The level of acquisition & merger activities is moderate, and geographic expansion of the industry is high.

The Department of Tourism (DOT) is leading initiatives to position the country as a premier destination for affordable and comprehensive wellness services. A notable development is the formation of the Wellness Tourism Association of the Philippines (WeTAP) in August 2024, aiming to unify stakeholders and promote the Filipino brand of wellness on the global stage. WeTAP focuses on integrating traditional Filipino healing methods, such as the ‘Hilot’ massage, with contemporary medical services, offering a unique and holistic wellness experience. In addition, the DOT is working to ensure that local hospitals, wellness centers, and clinics meet international quality standards, enhancing the country’s appeal to health-conscious travelers.

Regulations have played a pivotal role in shaping the Philippines’ health and wellness tourism industry by ensuring quality, sustainability, and global competitiveness. The Department of Health’s Philippine Medical Travel and Wellness Tourism Program enforces strict quality standards to align local healthcare with international benchmarks, enhancing the country’s credibility among medical tourists. Simultaneously, the Department of Tourism has formed global partnerships, such as with the Dubai-based Agora Group, to promote the Philippines as a premier wellness destination.

Several key market players are devising business growth strategies in the form of mergers and acquisitions. Through M&A activity, these companies can expand their business geographies. For instance, in October 2024, Metro Pacific Health acquired a controlling stake in Diliman Doctors Hospital, Inc. (DDHI), marking a significant expansion in its healthcare network within the Philippines. This acquisition is part of MPH’s ongoing strategy to enhance healthcare delivery across the country. DDHI president and lead founder Dr Lani Ancheta said: “We recognised the need for a strong institutional partner, and there was no better choice for that than the clear industry leader that is Metro Pacific Health.

Several market players are expanding their business by entering new geographical regions to strengthen their market position and expand their product portfolio. In February 2025, The Medical City announced to expand its healthcare services outside Metro Manila by adding at least 28 more clinics over the next two years, primarily through the acquisition of existing hospitals in provinces with populations of at least 2 million. This strategic decision is driven by the need to address healthcare gaps in areas such as Cebu and Davao, where there is a shortage of hospitals. “The CEO said, “We are also strengthening our relationships with Papua New Guinea and other small Pacific islands, aiming to build a regional healthcare network.”

Service Type Insights

The wellness retreats & integrative therapies segment dominated the market with a revenue share of 32.08%. The country’s premier destination for holistic rejuvenation drives the growth of wellness retreats and integrative therapies in the Philippines’ health and wellness tourism sector. Rising awareness of mental health and preventive healthcare has led individuals to seek immersive experiences promoting well-being, making wellness retreats attractive. In addition, the Philippines’ unique blend of traditional healing practices, such as hot massage, alongside modern integrative therapies, creates a compelling offering for travelers seeking authentic and transformative experiences. The country’s lush landscapes and rich cultural heritage enhance its appeal as a sanctuary for relaxation and healing.

The personalized medicine and genomics-based therapies segment is projected to witness fastest growth during the forecast period. The growth of personalized medicine and genomics-based therapies in the Philippines is significantly influenced by increasing healthcare awareness and the country’s strategic positioning as a health and wellness tourism destination. Over recent years, genomic data integration into clinical practice has gained momentum, supported by investments in biotechnology and research facilities that focus on genetic testing and tailored treatment plans. The Philippine government has recognized the potential of personalized medicine to enhance healthcare outcomes, leading to initiatives to improve regulatory frameworks and encourage public-private partnerships. The DOST Genomics Program accomplished the commercialization of rapid dengue diagnostic kits and COVID-19 test kits developed by Manila HealthTek Inc., along with identifying genetic variations associated with hypoglycaemic response in diabetes, sepsis complications, and leptospirosis studied by local experts and scientists. 

End-use Insights

The hospital-based wellness & preventive care segment dominated the market with a revenue share of 67.40%. The growth of hospital-based wellness and preventive care in the Philippines’ health and wellness tourism sector is driven by rising healthcare awareness, government support, and the country’s competitive edge in medical services. Increasing global demand for preventive healthcare, fueled by the shift from reactive to proactive health management, has positioned the Philippines as a preferred destination due to its affordable yet high-quality medical services. Many nationwide hospitals now integrate wellness programs such as executive check-ups, detoxification treatments, and lifestyle management, catering to domestic and international patients.

The clinic-based wellness and personalized medicine segment is projected to witness the fastest growth during the forecast period. The growth of clinic-based wellness and personalized medicine in the Philippines’ health and wellness tourism sector is driven by a combination of factors that cater to the increasing demand for holistic and customized healthcare solutions. Rising medical tourism, fueled by the country’s affordability, skilled healthcare professionals, and modern medical facilities, has positioned the Philippines as an emerging destination for wellness services. Personalized medicine, which emphasizes tailored healthcare based on genetic, lifestyle, and environmental factors, is gaining popularity as more Filipinos and international patients seek preventive care and optimal well-being.

Key Philippines Health And Wellness Tourism Company Insights

Key participants in the Philippines health & wellness tourism industry are focusing on devising innovative business growth strategies in the form of service expansions, partnerships & collaborations, mergers & acquisitions, and business footprint expansions.

Recent Developments

• In February 2025, Metro Pacific Health through its network hospital Dr. Jesus C. Delgado Memorial Hospital, launched the ‘Megawide Save the Baby Programme’ aimed at providing essential medical treatment for newborns in critical care situations. The programme focuses on enhancing access to quality healthcare for vulnerable families, particularly those who may struggle to afford such services.

• In January 2025, Asian Hospital and Medical Center launched its ambitious initiative titled “High Five Para Sa 2025,” which outlines five major goals aimed at enhancing healthcare services and community well-being including: Pursuit of 5th Joint Commission International (JCI) Accreditation, Opening of Asian Health and Medical Clinics, Inauguration of The Learning Institute, Introduction of CyberKnife Technology, and Launch of the Atherosclerosis and Ate Rose Campaign. This initiative was unveiled during a vibrant event that celebrated past achievements while setting a clear vision for the future.

• In March 2025, Asian Hospital and Medical Center signed a partnership agreement with Shinagawa Healthcare Solutions Corporation. This collaboration is part of AHMC’s Hospital Engagement and Alliance Linkage (HEAL) Program, which aims to enhance healthcare service delivery and facilitate knowledge exchange between the two institutions.

• In November 2024, Metro Pacific Health acquired its 27th hospital, the City of General Trias Doctors Medical Center Inc. (Gentri Docs), located in Cavite. This acquisition marks a significant expansion of MPH’s network, which now includes 27 hospitals across the Philippines. The investment in Gentri Docs is particularly noteworthy as it represents MPH’s 16th provincial partnership, and the second hospital acquired in Cavite within a little over a year. “As our network expands, we are attracting more hospital owners eager to collaborate with us, probably because of the marked improvements they see in the hospitals MPH invests in,” Palisoc said. 

Philippines Health And Wellness Tourism Market Report Scope

Philippines Health And Wellness Tourism Market Report Segmentation

This report forecasts revenue growth at the country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented Philippines health and wellness tourism market report-based service type and end-use:

• Service Type Outlook (Revenue, USD Million, 2018 – 2030)

  • Executive Check-ups (ECUs) & Preventive Healthcare

  • Preventive Healthcare Services

  • Personalized Medicine & Genomics-Based Therapies

  • Wellness Retreats & Integrative Therapies

  • Other Specialized Wellness Services

• End-use Outlook (Revenue, USD Million, 2018 – 2030)