Philippines bets on wellness, medical tourism to attract Middle Eastern visitors

Tourists on Boracay Island, Aklan province, the Philippines, Apr. 6, 2018. (AFP)
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Updated 01 May 2024
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Philippines bets on wellness, medical tourism to attract Middle Eastern visitors

  • Philippines wants position as a leading halal tourism destination
  • Nation aims to welcome 7.7m international visitors in 2024

MANILA: The Philippine tourism sector is shifting to promote the country as a medical and wellness destination, expanding beyond its recreational profile to attract more visitors from the Middle East.

More than 2 million international travelers visited the Philippines since the beginning of the year, with receipts between January and April reaching $2.7 billion. This data, the Department of Tourism said last week, was a 120 percent recovery rate from the same period in 2019 — before COVID-19 lockdowns brought the industry to a standstill.

The department’s data also showed a 10 percent increase in visitors arriving from Gulf countries, especially Saudi Arabia and the UAE, which are among the Philippine government’s key emerging-market targets.

To further boost their arrivals and make the country a more attractive destination, tourism stakeholders are shifting their strategy to focus more on the wellness sector, Philippine Tour Operators Association President Arjun Shroff told Arab News.

“This strategic shift aims to position the Philippines as an emerging medical and wellness destination in Asia, expanding beyond its traditional recreational tourism offerings like beaches and diving spots,” he said.

Efforts have also been undertaken to expand the footprint of halal services and goods.

The predominantly Catholic Philippines — where Muslims constitute about 10 percent of the nearly 120 million population — plans to raise 230 billion pesos ($4 billion) in investments and generate around 120,000 jobs by expanding its domestic halal industry by 2028.

The cross-sector efforts include tourism as well, with the Philippines trying to position itself as a leading halal tourism destination.

“We have recently implemented a range of strategic initiatives to enhance our appeal to visitors from the Middle East. Central to our approach is a commitment to inclusivity, ensuring that all tourists feel welcome and safe,” Shroff said.

“In line with this commitment, we have actively promoted halal establishments to cater to the dietary preferences of Middle Eastern travelers. By offering a variety of halal dining options, we aim to provide a seamless and enjoyable culinary experience.”

Filipinos have been exposed to the Middle East, especially Gulf countries, which are home to some 2 million Philippine expats. They understand cultural differences and many also know Arabic.

The tourism sector has lately been tapping into Arabic-speaking talent to help facilitate tours for Middle Eastern travelers.

“We have invested in bilingual tour guides proficient in Arabic ... These guides play a vital role in facilitating communication, providing valuable insights, and enhancing the overall experience for our Middle Eastern guests,” Shroff said.

“Philippine travel and tourism agencies strategically target the Middle East market ... (it) holds great potential for the Philippines.”

In 2024, the Philippines is targeting to welcome 7.7 million international visitors, nearly its pre-pandemic record-breaking achievement in 2019 which ended with 8.26 million inbound arrivals.


ASEAN should adhere to rule of law in face of ‘unilateral actions,’ Philippines’ top diplomat says

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ASEAN should adhere to rule of law in face of ‘unilateral actions,’ Philippines’ top diplomat says

  • Several ASEAN members have expressed deep concern over the US strike that resulted in the arrest of Venezuelan leader Nicolas Maduro
  • Philippines’ top envoy: ‘Across our region, we continue to see tensions at sea, protracted internal conflicts and unresolved border and humanitarian concerns’
CEBU, Philippines: Southeast Asian countries should steadfastly maintain restraint and adhere to international law as acts of aggression across Asia and “unilateral actions” elsewhere in the world threaten the rules-based global order, Manila’s top diplomat said Thursday.
Philippine Foreign Secretary Theresa Lazaro did not provide details of the geopolitical alarm she raised before her counterparts in the 11-nation Association of Southeast Asian Nations who were holding their first major closed-door meetings this year in the Philippines’ central seaside city of Cebu.
Several ASEAN members, however, have expressed deep concern over the secretive US strike that resulted in the arrest of Venezuelan leader Nicolas Maduro on orders from US President Donald Trump. China’s intensifying aggressive stance on Taiwan and in the disputed South China Sea have also troubled the region for years.
Calling out the US and China, among the largest trading and defense partners of ASEAN countries, have been a dilemma and diplomatic tightrope.
“Across our region, we continue to see tensions at sea, protracted internal conflicts and unresolved border and humanitarian concerns,” Lazaro said in her opening speech before ASEAN counterparts.
“At the same time, developments beyond Southeast Asia, including unilateral actions that carry cross-regional implications, continue to affect regional stability and erode multilateral institutions and the rules- based international order,” she said.
“These realities underscore the interim importance of ASEAN’s time-honored principles of restraint, dialogue and adherence to international law in seeking to preserve peace and stability to our peoples.”
The Philippines holds ASEAN’s rotating chair this year, taking what would have been Myanmar’s turn after the country was suspended from chairing the meeting after its army forcibly ousted Aung San Suu Kyi’s democratically elected government in 2021.
Founded in 1967 in the Cold War era, ASEAN has an unwieldy membership of diverse countries that range from vibrant democracies like the Philippines, a longtime treaty ally of Washington, to authoritarian states like Laos and Cambodia, which are close to Beijing.
The regional bloc adopted the theme “Navigating our future, Together” this year but that effort to project unity faced its latest setback last year when deadly fighting erupted between two members, Thailand and Cambodia, over a longtime border conflict.
Aside from discussing the deadly fighting that embroiled Thailand and Cambodia before both forged a US-backed ceasefire last year, the ASEAN foreign ministers will deliberate how to push a five-point peace plan for the war in Myanmar, issued by the regional bloc’s leaders in 2021. The plan demanded, among others, an immediate end to fighting and hostilities, but it has failed to end the violence or foster dialogue among contending parties.
ASEAN foreign ministers are also under pressure to conclude negotiations with China ahead of a self-imposed deadline this year on a so-called “code of conduct” to manage disputes over long-unresolved territorial rifts in the South China Sea. China has expansive claims in the waterway, a key global trade route, that overlap with those of four ASEAN members, the Philippines, Malaysia, Vietnam and Brunei.