Essential Attributes of a Wellness Tourism Destination

Prepared by: Jennifer Sanvictores, Global Head of Sales, Marketing, & Communications, The Farm at San Benito / Marketing & PR Head, Wellness Tourism Association of the Philippines

The Wellness Tourism Association (WTA), an organization based in the USA, outlines essential assets and attributes that destinations should have to effectively market themselves as wellness destinations. The Farm at San Benito, a pioneer in medical wellness tourism in the Philippines since 2002, exemplifies these attributes and has added two additional ones:

10 attributes that any wellness destination should have, according to the Wellness Tourism Association www.wellnesstourismassociation.org

  1. Safe/Secure Environment

A wellness destination must provide a secure environment and a peaceful atmosphere for its guests. The Farm at San Benito is equipped with state-of-the-art security systems including secure gated entrances and 24/7 surveillance, to ensure the safety and well-being of all its guests, making it a trusted destination for wellness travelers seeking peace of mind along with their health and wellness journey

  1. Clean and Sanitary Infrastructure

Cleanliness and hygiene are essential for any wellness destination. The Farm at San Benito is a wellness resort that places a strong emphasis on cleanliness and hygiene, both for its guests and the surrounding environment. The Farm is nestled in the foothills of Mt. Malarayat, Lipa, Batangas known for its fresh air, surrounded by lush greenery that contribute to its pristine natural environment.

The Farm implements strict sanitation protocols across all public spaces, guest rooms, and wellness areas, ensuring that visitors can enjoy a hygienic environment. This includes regular deep cleaning, the use of eco-friendly cleaning products, and advanced water filtration systems to provide guests with healing drinking water.

The Farm, has effective waste management practices in place and having our own Materials Recovery Facility (MRF), including recycling programs and initiatives to reduce plastic waste. The property also emphasizes sustainability in its operations, minimizing its environmental footprint.

We are proud to hold HALAL Certification, ensuring that all food prepared, produced, processed, and stored adheres to Islamic law. This includes the use of machinery, equipment, and utensils that are cleaned according to strict halal guidelines.

In addition, we are HACCP-certified, following the internationally recognized Hazard Analysis and Critical Control Points (HACCP) protocols. This system ensures safe food production through a preventive approach in food handling, prioritizing the highest standards of food safety.

This makes The Farm at San Benito a prime example of how a wellness resort can provide a clean, sanitary, and sustainable environment for both guests and locals.

  1. Quality of Life for Locals Who Benefit from Tourism Dollars

A wellness destination should enhance the local community’s quality of life by creating jobs and markets for local products and services. For example, wellness tourism has boosted the local economy by providing jobs in resorts, spas, and wellness centers, and by creating a demand for locally made organic products, such as Virgin Coconut Oil, essential oils and handicrafts.

The Farm at San Benito is not only a holistic medical wellness destination but also a key contributor to the local community’s economic and social well-being. The Farm’s operations and its commitment to local engagement create substantial benefits for the local population.  Moreover, The Farm is involved in various community outreach programs, including health education initiatives, further contributing to the overall well-being of the local community.

Key Contributions of The Farm to the Local Community’s Quality of Life:

Job Creation: The Farm employs a large number of local residents, offering them stable employment opportunities in various roles, from wellness therapists and chefs to hospitality staff and gardeners. This employment not only provides financial stability to local families but also allows them to develop skills in the growing wellness industry.

Support for Local Suppliers: The Farm actively sources products and services from local suppliers, including fresh produce and goods. The Farm is also committed to sourcing products locally, thereby creating a market for local farmers, artisans, and suppliers. The Farm’s wellness cuisine is largely based on organic produce grown on-site or by nearby farmers, ensuring a steady demand for fresh, local ingredients. The Farm promotes local handicrafts and traditional Filipino products, often featuring them in the gift shop or incorporating them into the wellness experience, such as using Virgin Coconut Oil based products in spa treatments and food preparation.

Cultural Promotion: The Farm incorporates local cultural elements into its guest experiences, including traditional Filipino healing modalities, local healthy cuisine, and local art. This not only enriches the guest experience but also promotes and preserves the local culture, creating a sense of pride among residents and increasing cultural awareness.

Educational Workshops to Empower Wellness:  The Farm has been hosting wellness and educational talks not only for its in-house guests but also for local communities as part of its corporate social responsibility. These workshops, led by holistic doctors, nutritionists, and a wellness chef, aim to empower individuals with knowledge and tools to improve their well-being.

Infrastructure Improvements: The Farm’s presence has led to improvements in local infrastructure, including better roads, enhanced waste management systems, and increased availability of public services. These upgrades benefit both guests and residents, contributing to a higher standard of living in the area.

  1. Natural Assets Such as Hot Springs, Mountains, Bodies of Water, Forests, Resources for Thalassotherapy or other natural assets within the confines of the destination and easily accessible to visitors

Natural assets play a crucial role in attracting wellness travelers seeking relaxation and rejuvenation. Destinations with easily accessible natural features – such as hot springs, mountains, or beaches – offer unique wellness experiences by connecting visitors to the healing power of nature.

The Farm at San Benito is an exemplary model, nestled within 52 hectares of lush tropical forest, surrounded by mountains and natural landscapes that foster deep tranquility. Its serene, healing environment, coupled with sustainable wellness practices, provides guests with an ideal space to detox, heal, and revitalize, promoting longevity and overall well-being amidst nature’s beauty.

  1. Sustainability Policies and Practices

A wellness destination should prioritize environmental sustainability to ensure that tourism does not harm the local ecosystem. This includes practices like reducing plastic waste, promoting energy efficiency, preserving natural habitats, and supporting conservation programs that protect biodiversity. This commitment to sustainability not only enhances the guest experience but also contributes to the long-term health of the environment.

Key Sustainability Practices at The Farm at San Benito:

  1. Zero Waste: The wellness destination recycles its waste through sorting, composting, and repurposing. For example, at The Farm organic waste is composted and used in the resort’s organic gardens.
  2. Sustainable Agriculture:  The Farm is an eco-socially responsible business and a true green destination that minimizes its carbon footprint by serving farm-to-table, plant-based, whole-food vegan cuisine, which, apart from being beneficial to people’s health, has also been proven to be good for the environment. The Farm has developed a 15,000-square-metre organic farm where everything grown on the land has been designed to fit The Farm’s culinary needs, designed to have a seasonal rotation of crops for a true farm-to-table experience. The Farm at San Benito not only believes in the healing power of nature but in healing nature as well. A vegan diet is said to be the single biggest way to reduce environmental impact on the earth, and The Farm at San Benito puts this at the forefront of its values. The Farm has been growing and using medicinal herbs that have been present in the Philippines and were used by Filipinos in ancient times for their curative power. By growing the majority of its produce on-site, The Farm not only increases food security, but also reduces its carbon footprint by limiting the transport of food.
  3. Educational Activities: The Farm at San Benito offers workshops and activities to educate both guests and staff about sustainability. These programs highlight environmental stewardship and promote the adoption of sustainable practices.
  1. Availability and Accessibility of Wellness Professionals and Practitioners

A diverse range of wellness professionals, including those offering holistic healing modalities, should be readily available. This can include medical doctors, nurses, holistic health practitioners, yoga instructors, therapists, acupuncturists, nutritionists, etc.

The Farm at San Benito is renowned for its holistic and comprehensive approach to wellness, offering a wide array of services delivered by on-site highly qualified and licensed health professionals. The Farm brings together experts from various disciplines, ensuring that guests have access to a diverse range of holistic modalities, all tailored to meet their individual health and wellness needs.

Key Wellness Professionals and Practitioners at The Farm at San Benito:

  1. Integrative Medicine Doctors: The Farm features on-site integrative medicine doctors who provide personalized consultations and treatments. These approaches are tailored to restore balance and promote healing based on each guest’s unique constitution.
  2. Holistic Practitioners: The Farm’s holistic doctors specialize in a range of modalities, including Reiki, energy healing, art therapy, and psycho-emotional healing. These therapies aim to address emotional and spiritual well-being, helping guests release blockages and achieve a profound sense of inner peace.
  3. Naturopaths and Nutritionists: The team includes naturopaths and nutritionists who offer dietary guidance and create individualized nutrition plans. They assist guests in making informed dietary choices, focusing on plant-based whole foods, and supplementation to support overall health.
  4. Yoga and Meditation Instructors: The Farm boasts a team of skilled yoga and meditation instructors who lead daily classes and private sessions. Guests can explore various yoga styles, including Hatha, Vinyasa, Ashtanga, and Yin, as well as mindfulness meditation practices, catering to both beginners and experienced practitioners.
  5. Fitness Trainers and Physiotherapists: For guests looking to enhance physical fitness, The Farm provides access to personal trainers and physiotherapists who develop customized fitness programs. These experts focus on improving strength, flexibility, and overall physical health through tailored exercise routines and therapeutic sessions.
  6. Spa Therapists: The Farm’s spa therapists are skilled in traditional Filipino healing modalities.
  7. Nurses: The Farm has a dedicated team of nurses who assist in medical treatments and ensure guests’ comfort during their wellness journey. They provide essential care and support during detox programs, medical procedures, ensuring a smooth and safe experience for all guests.
  8. Living Food Chefs: The Farm’s living food chefs specialize in creating vibrant, plant-based, and nutrient-rich meals. They prepare dishes using fresh, organic and seasonal ingredients sourced from The Farm’s own garden, offering guests a culinary experience that supports detoxification, healing, and overall well-being.
  9. Sound Healers:  The Farm’s sound healers offer therapeutic sessions designed to promote deep relaxation and emotional balance. Skilled practitioners utilize sound therapy techniques to create healing vibrations, typically using instruments like singing bowls, tuning forks, and chimes. These sounds are believed to resonate with the body’s energy, helping to reduce stress, release tension, and restore harmony to the mind, body, and spirit
  1. Healthful Cuisine in Restaurants

Wellness destinations should offer healthy, locally sourced cuisine. Chefs should be committed to clean eating, using organic and seasonal ingredients.

The Farm at San Benito is a multi-awarded eco-luxury medical wellness resort that places a strong emphasis on providing guests with nutritious, delicious, and sustainably sourced cuisine. The Farm’s main restaurant, ALIVE! is a pioneer in plant-based dining, offering a menu that aligns perfectly with the principles of clean eating and slow food movement.

Key Features of Healthful Cuisine at The Farm at San Benito:

  1. Farm-to-Table Philosophy: ALIVE! Restaurant practices a true farm-to-table approach, sourcing most of its ingredients from The Farm’s own organic gardens. The Farm grows a wide variety of fruits, vegetables, herbs, and spices on-site, ensuring that the food served is fresh, seasonal, and free from harmful pesticides and chemicals.
  2. Plant-Based, Vegan Cuisine: ALIVE! specializes in vegan dishes, emphasizing the health benefits of plant-based eating. The menu features creative and nutrient-dense meals that are designed to nourish the body and promote gut health.
  3. Nutrient-Rich and Detoxifying: The cuisine at The Farm is carefully crafted to support the body’s natural detoxification processes. The dishes are rich in antioxidants, vitamins, and minerals, which help guests cleanse and rejuvenate their bodies. The resort’s chefs work closely with nutritionists to ensure that each meal contributes to overall health and wellness.
  4. Use of Organic and Locally Sourced Ingredients: In addition to its own gardens, The Farm at San Benito partners with local farmers to source additional organic produce. This commitment to supporting local agriculture not only ensures the quality and freshness of the ingredients but also contributes to the sustainability of the local community.
  5. Holistic Approach to Eating:  At The Farm, the culinary philosophy goes beyond the ingredients – it embraces the entire dining experience. Each meal is crafted to be not only nutritious but also deeply satisfying and enjoyable, with a strong emphasis on mindful eating. The serene restaurant setting, surrounded by lush greenery, enhances this experience, encouraging guests to savor every bite and fully connect with their food. This approach promotes a deeper appreciation for food and fosters healthy eating habits, such as eating slowly and consciously. Thoroughly chewing each bite not only allows for greater enjoyment but also aids in digestion.
  6. Educational Workshops and Living Foods Prep Classes: The Farm offers workshops and living foods preparation classes where guests can learn about the benefits of plant-based eating and how to prepare healthful meals at home. These classes are led by the living foods chefs and nutritionists, empowering guests to continue their wellness journey even after they leave the resort.
  7. Other pioneering Wellness Restaurants at The Farm include PRANA Vegetarian Restaurant, PESCE Pescetarian Restaurant, and Upper Deck Mediterranean Restaurant
  1. Range of Fitness-Based Activities and Tours

Fitness and physical activity are crucial components of wellness tourism. The wellness destination should offer a variety of fitness-based activities such as yoga, hiking, jogging, etc.

The Farm at San Benito is a multi-awarded medical wellness resort that offers an extensive array of mindful movement and functional fitness activities designed to enhance overall well-being. The Farm integrates these activities into its comprehensive medically supervised health optimization programs

Key Mindful Movement and Functional Fitness Activities at The Farm at San Benito:

  1. Yoga: The Farm offers daily yoga classes in various styles, including Hatha, Ashtanga, Vinyasa, and Yin. These sessions take place in tranquil settings with beautiful views, allowing guests to practice mindfulness while improving flexibility, strength, and balance.
  2. Mandala Flower Meditation: This unique form of meditation involves creating beautiful mandala patterns using flowers. It encourages mindfulness, creativity, and inner peace, while connecting guests to nature
  3. Personal Training and Fitness Coaching: The Farm provides personalized fitness training sessions with certified trainers. Trainers develop customized workout plans that include strength training, functional exercises, and cardio routines.
  4. Group Fitness Classes: The Farm offers a diverse range of group fitness classes, such as circuit training and HIIT (High-Intensity Interval Training). These classes cater to different fitness levels and preferences, providing guests with energetic workouts
  5. Outdoor Activities: The Farm’s location offers a variety of outdoor activities Guests can enjoy guided nature walks that explore the scenic surroundings, or organic farm tour combining physical exercise with the benefits of being immersed in nature.
  6. Wellness Workshops: The Farm offers specialized wellness workshops led by integrative medical doctors and holistic practitioners. These workshops cover a range of topics, such as nutrition, emotional healing, stress management, art therapy, etc. providing guests with an immersive experience that nurtures both the body and mind.
  7. Mind-Body Integration: In addition to physical fitness, The Farm incorporates mind-body practices such as Tai Chi and Qigong. These activities promote relaxation, enhance mental focus, and improve overall well-being.
  8. Sound Healing: The Farm offers sound therapy, a clinical and evidence-based therapy used for dealing with mental health issues, such as anxiety, pain and sleep disorders. These issues are usually caused by high levels of tension and stress. Sound healing brings one to a relaxed state with sounds created by singing bowls, tuning forks and other resonant musical instruments, including the human voice.
  9. Integration of Spiritual Pilgrimage: As the Philippines is home to spiritual sites and pilgrimage traditions, wellness destinations can offer guided pilgrimage tours combined with spiritual wellness retreats, catering to the deeply spiritual Filipino traveler and foreign visitors seeking a transformative journey.  The Farm at San Benito is located in Lipa, Batangas, often referred to as the “Little Vatican” of the Philippines due to its abundance of churches, chapels, and spiritual retreat centers. This unique spiritual atmosphere enhances The Farm’s wellness offerings, providing guests with an opportunity for not only physical rejuvenation but also spiritual reflection and renewal.
  1. Physical Environment Removed from Daily Life’s Noise

The wellness destination should offer a peaceful environment that allows visitors to escape the hustle and bustle of daily life. This could be a secluded beach, a quiet mountain retreat, or a serene forest providing a calming environment that is ideal for meditation and spiritual retreats.

Nestled in the foothills of the lush mountains of Mt Malarayat, The Farm at San Benito is designed to provide a tranquil escape from the stresses and distractions of modern life. The Farm is situated in a 52 hectare of pristine area surrounded by dense forests, and panoramic views of the mountain, making it an ideal destination for those seeking peace, quiet, and a deep connection with nature.

Key Features of Physical Environment at The Farm at San Benito:

  1. Nature-Focused Design: The Farm’s architecture blends seamlessly with the natural surroundings. The open-air design of the villas allows guests to feel immersed in nature, with large windows and balconies that provide uninterrupted views of the lush landscape. The design encourages a sense of calm and relaxation, promoting a deep sense of well-being.
  2. Wellness Programs in Harmony with the Environment: The Farm’s wellness programs are designed to take full advantage of the peaceful environment. Yoga and meditation sessions are held in open-air pavilions with stunning views of the mountains, allowing guests to connect with their inner selves while being surrounded by the tranquility of nature. The silence and solitude of the setting enhance the effectiveness of these practices.
  3. Atmosphere: At The Farm, the air is fresh and pure, enhanced by its elevation of 1,025 feet above sea level.
  1. Vision and Commitment by the Local Destination Marketing Organization (DMO) to continue to uphold the pillars of wellness tourism

The success of a wellness destination depends on the local DMO’s commitment to upholding the principles of wellness tourism. This includes ongoing efforts to promote wellness initiatives, develop new wellness offerings, and maintain high standards. By promoting traditional practices, developing wellness hubs, fostering industry collaboration, and emphasizing sustainability, the Department of Tourism (DOT) ensures that the Philippines not only attracts wellness travelers but also provides them with enriching and transformative experiences.

ADDITIONAL ATTRIBUTES ESSENTIAL TO A WELLNESS TOURISM DESTINATION 

11.Evidence-Based Wellness

In the evolving landscape of wellness tourism, the integration of evidence-based wellness practices has become a critical criterion for wellness destinations aiming to attract discerning travelers. Evidence-based wellness refers to health interventions and programs grounded in scientific research and clinical evidence, ensuring that guests receive safe, effective, and measurable health benefits.

The Farm at San Benito serves as an exemplary model, demonstrating how scientifically grounded practices can enhance guest experiences, deliver real health benefits, credibility, and establish a resort as a leader in the wellness industry. Recognized globally for its holistic and medically supervised programs, The Farm has received over 100 prestigious international awards for excellence in medical wellness tourism.

Key Aspects of Evidence-Based Wellness at The Farm at San Benito:

  1. Scientifically Validated Treatments

At The Farm, wellness programs are grounded in evidence-based practices, offering treatments that are scientifically validated for their effectiveness. Each therapy, whether it’s for detoxification, weight management, diabetes prevention, heart health, mental health, pain management, etc is carefully designed and administered by medical experts using cutting-edge technology and integrative healing methods. By blending modern medical science with holistic approaches, The Farm ensures that guests receive treatments that are both safe and effective, contributing to their overall well-being and longevity.

  1. Qualified & Licensed Health Professionals

The Farm employ licensed medical doctors, nurses, nutritionists, therapists, and highly qualified health professionals trained in evidence-based methodologies.

  1. Personalized Health Programs

The Farm’s medical team conducts comprehensive health assessments to create individualized programs targeting specific health concerns and goals

  1. Use of Advanced Diagnostics and Technology

The Farm utilizes state-of-the-art medical diagnostics, preventive health screening and other assessments and tests to identify underlying health issues.

  1. Availability of Comprehensive Wellness Programs

The Farm offers medically supervised; results driven all-inclusive health programs:

Holistic Detox Cleanse • Immune Support • Frequent Flyer Wellbeing • Weight Management, Diabetes Prevention & Heart Health • Holistic Cancer Care • Sleep Recovery • Post-Natal Wellness • Fertility Program • Smoking Cessation • Yoga & Raw Food Retreat • Menopause Retreat • Pain Management • Mental Health • Integrative Addiction Recovery • Beauty & Longevity • Athlete & Pro-Fitness • Senior Wellness and more

  1. Cultural Brand of Wellness / The Filipino Brand of Wellness

By incorporating the elements of the Filipino Brand of Wellness, a wellness destination can create a unique and culturally rich experience that distinguishes it in the global wellness tourism market. The emphasis on traditional healing, spirituality, sustainability, and Filipino hospitality makes these resorts ideal for tourists seeking both wellness and an authentic cultural experience.

Key elements of the Filipino Brand of Wellness available at The Farm at San Benito:

  1. Traditional Filipino Healing Therapies
  1. Hilot: showcases the traditional Filipino healing art of touch, blending herbal remedies and energy work to restore balance in the body. The Farm at San Benito offers a wide range of spa treatments rooted in these time-honored healing practices, while embracing the farm-to-skin concept.
  2. Natural Herbal Remedies: The Farm at San Benito incorporates locally sourced medicinal plants and herbs into its spa treatments and healing rituals. This approach aligns with their farm-to-skin concept, ensuring that all treatments use fresh, natural ingredients from the on-site herbal garden, blended with Virgin Coconut Oil.
  3. Herbal Healing:  The Farm at San Benito embraces indigenous herbal medicine practices that incorporate traditional Filipino herbs for healing and detoxification.
  1. Farm-to-Table and Plant-Based Filipino Cuisine
  1. Native Ingredients: Focus on farm-to-table dining that highlights native Filipino ingredients like malunggay, camote, sitaw, kalabasa, calamansi, coconut, etc. These locally sourced, nutrient-rich ingredients emphasize natural healing.
  2. Filipino Plant-Based Dishes: Offer traditional Filipino plant-based dishes  designed with a wellness twist to attract health-conscious travelers.
  3. Herbal Teas and Juices: Feature locally grown herbs and plants, such as pandan, lemongrass, etc, in teas and wellness drinks.
  1. Eco-Sustainability and Community Engagement
  1. Eco-Friendly Practices Rooted in Filipino Values: The Filipino values of bayanihan (community spirit) and malasakit (compassion) should be reflected in the wellness destination’s sustainability initiatives. Emphasize community involvement in eco-friendly projects like tree planting, waste reduction, and energy efficiency.
  2. Local Artisanal Crafts: Promote local craftsmanship through wellness products like Filipino-made organic soaps, coconut-based skincare, or abaca-based accessories, etc.
  3. Corporate Social Responsibility:
  4. As part of our commitment to giving back to the community at The Farm, we regularly organize outreach programs supported by both employees and management. These initiatives allow us to share our blessings with others and express our gratitude. Activities such as visits to local orphanages, sponsorship of feeding programs, and similar efforts are conducted on a regular basis to make a positive impact in the province.
  1. Emotional and Mental Wellness with Filipino Hospitality
  1. Warmth of Filipino Hospitality: The “Mabuhay Spirit“ is a key element of Filipino hospitality, characterized by warmth, care, and attentiveness. This should be integrated into guest experiences, ensuring that each visitor feels personally cared for and valued.
  2. Filipino Wellness Hospitality Staff: Trained Filipino wellness professionals who offer not only skill but also genuine concern (malasakit) for the guests’ well-being create an emotionally uplifting experience. Wellness staff provide nurturing and heartfelt service that enhances the healing experience.

5.Filipino Architecture and Design

The Farm at San Benito embodies wellness design through its integration of natural elements, eco-sustainable concepts, and Filipino artistry across its 52-hectare property. Our furniture is custom-made, blending artisanal craftsmanship with Filipino creativity, using indigenous materials such as bamboo, abaca, coconut shells, and rattan. The design seamlessly combines traditional and modern elements, celebrating the rich diversity of nature. Accented with local fabrics, the interiors highlight the skills of local artisans and pay homage to Filipino culture. Filipino aesthetics are further showcased through the use of traditional textiles, weaving, and basketry patterns.