HWONFEX is the Philippines’ premier holistic healing and well-being expo, and the pioneering B2B2C trade fair of its kind in the country. More than an event, HWONFEX serves as the centerpiece of a multimedia campaign promoting a healthier and more purposeful way of life among Filipinos, while showcasing the country’s natural beauty and positioning the Philippines as the Heart of ASEAN Wellness. Guided by the theme “Go Explore, Grow Communities, Glow Together,” it aims to elevate the nation as a premier health and wellness destination in the region.
HWONFEX made its debut in 2018 at the Arabian Travel Market (ATM) in Dubai, United Arab Emirates, alongside a festivity for Filipinos called “Kabayan Fiestahan.” Its latest edition was held on September 5–7, 2025, at the SMX Convention Center in Manila.
With the Philippines holding the ASEAN Chairmanship, HWONFEX 2026 is set to be an ASEAN-aligned summit, with the objective of unifying the region’s wellness economy under the banner “ASEAN Wellness as One,” while reinforcing the Philippines’ role as the Heart of ASEAN Wellness.
The global wellness economy according to Global Wellness Institute (GWI) was valued at US$4.9 trillion in 2019. It slowed down to US$4.4 trillion in 2020 due to the widespread impact of the COVID-19 pandemic. The industry posted US$5.6 trillion in 2022 and reached a new peak of $6.3 trillion in 2023. It is predicted to grow at a robust rate of 7.3% annually from 2023-2028 to reach nearly $6.8 trillion in 2024, and march toward nearly $9.0 trillion in 2028.
In the 2024 GWI Global Wellness Economy: Country Rankings Report reflecting 2022 data, the Philippines ranked 22nd out of 145 countries in the Global Wellness Economy Size and Rankings, which is equivalent to US$40.98 billion. In the Regional ranking, the country ranked 8th out of 45 other countries in the Asia-Pacific, proving that the Philippines has a potential to climb a higher rank among the Top 10 Wellness Economy Markets with the strong support of the government and the collective efforts of the private stakeholders.
The global wellness economy, according to the Global Wellness Institute (GWI), reached $6.8 trillion in 2024, doubling in size since 2013. The sector impressively achieved a growth rate of 7.9% from 2023 to 2024.
In 2024, the eleven sectors of wellness have fully recovered from the pandemic since 2019, with mental wellness as one of the fastest-growing sectors, showing a massive movement towards prioritizing mental health through mindfulness-centered activities. Additionally, the report projects the wellness industry to expand at average annual rates of 19.5% and 12.4%, respectively, from 2019 to 2024, promising a bright future for the Philippines’ wellness sector.
The Go & Get Better Deca-Wellness Tenets is a set of 10 easy-to-follow steps in achieving a healthy and vibrant life. It teaches us to make the most of the things around us, such as the sun, air, water, nature, and even people, to stay fit and thrive! It demonstrates to all that embracing a healthy lifestyle can be enjoyable, accessible, and cost-free.
Go Explore, Grow Communities, Glow Together is the central theme of HWONFEX 2026. Centered around creating an inclusive, sustainable, and regenerative wellness journey beginning from exploring wellness destinations while fostering communities for a shared purpose of creating sustainable and regenerative tourism experience, and a movement of collective glow-up through combined efforts and leveraging most of the country’s health & wellness offerings.
Discover the future of travel at HWONFEX 2025, a proudly Filipino initiative under the inspiring theme: “Go and Get Better: Sustainable and Regenerative Tourism Recharges All!” This campaign champions sustainable and regenerative tourism, emphasizing the importance of leaving destinations better than we found them.
More than a slogan, this is a movement to redefine travel as a path to holistic wellness. Experience the beauty, serenity, and richness of Filipino culture while connecting with the people, traditions, and flavors that make every journey transformative.
Our mission goes beyond exploration—we aim to balance economic growth, social equity, and environmental protection to ensure a healthier, more vibrant future for generations to come.
Unlock Your Brand’s Full Potential with Our Focused Marketing Strategies!
A high-level
benchmarking event that focuses on aligning health standards and showcasing regional healing modalities, such as Hilot and Thai Massage.
Maximize Your Participation, Promote Your Brand, and Get Unmatched Exposure!
An exhibition space showcasing a recovery village composed of traditional healing modalities (e.g., Hilot, Thai Massage, Jamu) from across the region. It invites visitors to discover the various wellness product and service offerings of the Southeast Asian nations.
Explore Industry Products, Discover Business Opportunities, and Stay Ahead of the Trends!
A series of transformative “Wellness Circuit” that integrates the aspects of the Mind, Body, Soul, and Wealth with Luzon, Visayas, Mindanao, and Bali, Indonesia stops.
Get the Best in Health, Wellness, and Industry Innovations – Perfect for Personal Use or Business Needs!
The Go & Get Better Wellness Festival Run is the grand finale of HWONFEX 2026, the Philippines’ premier wellness exposition and ASEAN-aligned event. It brings 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.
Get the Best in Health, Wellness, and Industry Innovations – Perfect for Personal Use or Business Needs!
Led by Dr. Prem Jagyasi, this session explores strategies for advancing international healthcare and wellness travel, aimed at boosting competitiveness in medical tourism.
Health & Wellness CONFEX (HWONFEX), the centerpiece of a multimedia campaign aimed at promoting a healthier lifestyle among Filipinos, showcasing the natural beauty of the Philippines, and helping the Government establish the country as a premier health and wellness destination.
A steady stream of visitors, lively open forums following key conference sessions, and long lines of people eager to try alternative healing techniques being offered in some booths, were the hallmarks of success that marked the Health and Wellness Conference
A steady stream of visitors. Lively open forums following key conference sessions. Long lines of people eager to try alternative healing techniques being offered in some booths. These are hallmarks of success that marked the Health and Wellness Conference and
The Health and Wellness Conference and Expo (HWONFEX) 2025, now on its fourth year, will take place on September 5–7, 2025, at the SMX Convention Center in Pasay City. This three-day event will feature a range of health and wellness
Health and Wellness CONFEX 2024 is co-presented by the Department of Tourism (DOT), in partnership with the Department of Health DOH), Department of Trade and Industry (DTI), Philippine Coconut Authority (PCA),
A pioneering event promoting the Philippines as a world-class health and wellness destination will have a rerun on January 26-28, 2024, at the SMX Convention Center at the Mall of Asia Complex in Pasay City.
The Health and Wellness CONFEX is the only international B2B2C trade fair, sourcing platform, business matching, knowledge exchange, and brand showcase exclusively focused on sustainable wellness
