Philippines wants to turn traditional Filipino healing into global brand

The Department of Tourism (DOT) in the Philippines has unveiled plans to capitalize on the country's rich tradition of folk medicine and healing practices, aiming to establish a distinct Filipino wellness brand on the global stage. By leveraging these unique cultural assets, the DOT seeks to give the local wellness sector a more defined identity, setting it apart from other international destinations. The initiative involves the documentation and promotion of traditional Filipino healing practices, such as herbalism and spiritual healing, which have been passed down through generations. By showcasing these authentic experiences, the Philippines hopes to attract tourists seeking holistic and culturally immersive wellness experiences, thereby contributing to the growth of its tourism industry and promoting cross-cultural understanding.