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HWONFEX and the Flourishing Landscape of Philippine Wellness Tourism

The opening ceremony and the official poster of HWONFEX 2026


The Health, Wellness, and Organic Festival and Expo (HWONFEX) stands at the forefront of positioning the Philippines as the premier "Heart of ASEAN Wellness." Designed as the country’s pioneering B2B2C holistic healing trade fair, HWONFEX brings together government agencies, industry stakeholders, and wellness advocates to champion a healthier, more purposeful way of life. 


HWONFEX 2026: The Official ASEAN Side Event for the Health Tourism & Wellness Economy seeks to unify the region’s wellness economy under the banner “ASEAN Wellness as One,” fulfilling its core theme: “Go Explore, Grow Communities, Glow Together.”

Mr. Ebb Hinchcliffe, executive director, American Chambers of Commerce, shared his personal experience on how he benefitted and got healed from the Philippines' health and wellness program.
Photo by Ana Esternon

This initiative arrives at a time of unprecedented global growth. According to the Global Wellness Institute, the global wellness economy reached a staggering $6.8 trillion in 2024, reflecting a robust post-pandemic recovery and a 7.9% growth rate from the previous year. Within this booming global market, the Philippines is carving out a vital niche, bolstered by a burgeoning domestic and international interest in holistic health.


The Philippine wellness sector is experiencing a dynamic resurgence, fueled by a cultural shift toward proactive self-care and mental well-being—one of the fastest-growing sectors globally. Traditional and alternative healing practices form the cultural bedrock of this industry, deeply rooted in centuries-old Filipino traditions. Indigenous healing modalities, such as Hilot (a traditional Filipino therapeutic massage and diagnostic art), traditional herbal medicine, and community-based wellness rituals, are increasingly being integrated into modern tourism and spa offerings.


Complementing these ancient traditions is a rapidly expanding alternative sector that includes mindfulness-centered activities, organic farming, and regenerative tourism. Initiatives like HWONFEX’s Go & Get Better Deca-Wellness Tenets further democratize wellness by promoting accessible, cost-free, and nature-based health practices—such as utilizing the sun, air, water, and community connections.


Global Fusion Media joined Ms. Kathy Solis at Las Caidas booth. Below, the group joined the officers of Surge Fitness in their booth. 


The media group enjoyed the non-alcoholic fruity liqueur prepared by Disteleria Limtuaco with its own officer, Ms. Alma San Buenaventura, taking the groupie. 

The group also had a chance for photo op with Ms. Mitch Ballesteros (center), current president of Philippine Marketing Association (PMA) 


For two days, September 4 and 5, the event received a steady stream of visitors attending the lively open forums following key conference sessions. Long lines of people also eagerly  tried the alternative healing techniques being offered in some booths. 

Among the booths, featured products, and services which the Global Fusion Media visited were the Destileria Limtuaco, Las Caidas, Xanthone Coffee, and Surge Sports. We also passed by the recovery village composed of traditional healing modalities (e.g., Hilot, Thai Massage, Jamu) featuring various wellness product and service offerings of the Southeast Asian nations.

Healthy coffee mix Xanthone welcome visitors with free taste


The Go & Get Better Wellness Festival Run, the grand finale of HWONFEX 2026, has been rescheduled on September 18 in Intramuros. It is expected to bring together over 5,000 runners, families, wellness advocates, and ASEAN delegates to promote health, community, and regional cooperation through a day of running, wellness activations, and cultural celebration.


By harmonizing its rich heritage of traditional healing with modern wellness trends and sustainable tourism, the Philippines is successfully transforming its natural beauty and cultural wealth into a thriving, globally competitive health and wellness destination.

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