The Philippines makes its debut at the International Wellness Tourism Expo held at Tokyo Big Sight, Tokyo, Japan on 8-10 May 2024.

TOKYO, 8 May 2024 – The Philippines is among the exhibitors at the International Wellness Tourism Expo currently taking place at Tokyo Big Sight from 8 to 10 May 2024. Marking its first-ever participation in an international wellness expo, the Philippines showcases its rich wellness traditions, with a spotlight on the healing art of “hilot,” the traditional Filipino massage.

Visitors to the Philippine pavilion are treated to immersive experiences demonstrating the therapeutic benefits of hilot, which is known for its holistic approach to wellness and its roots in Filipino culture and heritage. Through live demonstrations, guests have the opportunity to experience firsthand the rejuvenating effects of this traditional yet dynamic healing practice.

In addition to hilot, the Philippine exhibitors presented a wide range of wellness offerings, including spa treatments, wellness retreats, and natural healing therapies, all designed to promote physical, mental, and emotional well-being.

The Department of Tourism, through its Office of Product and Market Development, Office in the Cordillera Administrative Region, and Office in Tokyo, spearheaded the Philippines’ inaugural participation in the expo. It is supported by the Philippine Retirement Authority and private exhibitors The Spa Retreat (Okada Manila), North Haven Spa (Baguio City), and The Farm at San Benito (Batangas).

Philippine Ambassador to Japan Mylene Garcia-Albano expressed enthusiasm about the country’s debut at the expo, stating, “We are excited to join this year’s International Wellness Tourism Expo. It serves as an excellent avenue for us to introduce our Japanese friends and other international visitors to the healing traditions of hilot and to extend to them the warm embrace of Filipino hospitality.”

The International Wellness Tourism Expo is “the first exhibition in Japan that brings together facilities, activities, healthy food, and local areas related to ‘wellness tourism’”. This year marks the 2nd iteration of the expo.

For further information and insights into the Philippines’ wellness sector, please visit the Philippines country page on the Global Wellness Institute website.

Official opening of the Philippine Pavilion at the International Wellness Tourism Expo on 8 May 2024. (L-R) Department of Tourism Director (DOT) for Product and Market Development Paulo Tugbang; DOT Regional Director for the Cordillera Administrative Region Jovita Ganongan; Tourism Attaché in Tokyo Niel Ballesteros; Representative Laarni Roque (Bukidnon, 4th District); Representative Ma. Lucille Nava (lone district of Guimaras); and Philippine Retirement Authority General Manager and CEO Roberto Zozobrado.

PRA officials met with Philippine Ambassador to Japan Mylene Garcia-Albano on the eve of the opening of the International Wellness Tourism Expo. (L-R) PRA Executive Assistant Don Valerio III; Ambassador Mylene Garcia-Albano; PRA General Manager/CEO Roberto Zozobrado; and PRA Marketing Department Manager Noehl D. Bautista

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