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 and lifestyle products and services with one objective of promoting the Philippines as a world-class destination for health and wellness. It was launched in partnership with the Philippines’ Department of Tourism and the Tourism Promotions Board in April 2018 at the Arabian Travel Market (ATM) in Dubai, UAE, the biggest travel show in the Middle East, alongside a festivity for Filipinos dubbed as “Kabayan Fiestahan.”