Amidst all the worry brought about by the global financial crisis, there exists a silver lining for developing nations.

With the price tag of medical attention in developed countries becoming too steep, its citizens are traveling to developing nations for their treatment – and they’re getting much more than what they bargained for.

Significantly lower fees, world class care and a vacation to boot – these make up the package for most overseas patients, which even when put together still costs considerably less than the sole treatment they would get back home. All this has come to be labeled under the banner of medical tourism and the Philippines is fast emerging as a major player in Asia.

Patients from the US, Europe, Australia and the Middle East have been traveling to the Philippines to avail of treatments at a fraction of the cost. From executive check-ups to cosmetic surgery to heart bypasses, the range of services offered in the country is as comprehensive as they are inexpensive. Top that off with spa visits and a local tour of the sights, then you have an unbeatable combination.

Given all these, the Philippines has been making its presence felt in the market in the last few years by organizing and participating in international conferences. Smaller scale conferences and hospital tours have also been organized with foreign and local press, travel agents and industry professionals to see what the Philippines has to offer the world.

The promotion of medical tourism is spearheaded by the Department of Tourism (DOT). Tourism Secretary Joseph Durano said that his department is pushing for medical tourism because it opens business-to-business opportunities among industry stakeholders. This leads further investments in hospitals, spas and other related businesses like hotels, malls and real estate.

In fact, Secretary Durano foresees that in five to ten years, the industry will be “ten times bigger…it (medical tourism) just requires a little push and when it gains momentum, it will have a life of its own.”

Tourism Undersecretary Cynthia Carrion also shares the same prediction: “If we continue what we started, by 2012, we’ll have as much as $3 billion.”

One of latest the promotional steps is the publishing of the latest travel guide that offers comprehensive and useful information for visitors navigating the world of Filipino health and wellness. Entitled Philippines: The Heart of Asia (The Official Medical and Wellness Travel Guide and Directory), the guide is an indispensable tool that provides medical travelers options on the most suitable places for healing, rest, relaxation and rejuvenation.

The booklet contains a wealth of articles, maps, directory information, a list of the country’s best hospitals, spas, clinics, and more. Meant for both the seasoned and the first-time traveler, the travel guide is the definitive companion in the journey towards better wellness and health in the Philippines.  It is also accessible through the website www.philippinesheartofasia.ph.

Published by Honors Integrated Marketing (HIM) Communications Inc. with medical tourism advocate Joyce Alumno at the helm of the editorial team, the “Philippines: The Heart of Asia” is the official travel guide for medical and wellness tourism endorsed by DOT, DOH, and PPP Task Force. It will be released by the last quarter of this year.  Booking deadline is extended until September 15, 2009.

For inquiries, please call (+632) 910-8030, 468-9999, or 0917-8918998; or visit www.philippinesheartofasia.ph or www.himcommunications.com