SOUTH KOREA—The Philippines is aggressively campaigning for the country to maintain its standing as South Korea’s top foreign destination.
This year, the Department of Tourism’s (DOT) foreign office in South Korea will strengthen its initiatives further to expand the market’s travel demand through integrated marketing strategies, including joint promotions with airlines and major travel agencies, urban outdoor advertising, and digital campaigns.
The DOT Korea collaborated with major airlines and 15 major South Korean travel agencies to promote the Philippines via discounted airfares and region-specific promotional packages primarily to key destinations Manila, Cebu, Bohol, Boracay, and Clark.
It will also participate in major travel and tourism exhibitions such as the Seoul International Travel Fair (SITF) and the Korea International Boat Show (KIBS), as well as several underwater sports expositions, to promote the Philippines’ marine, diving, and golf experiences.
As South Koreans have long been patrons of local destinations in the country, including the National Capital Region (NCR), Central and Western Visayas, the DOT is refining its tourism products to capitalize on experiential tourism, which is identified as a priority under the Marcos Administration.
Bohol, in particular, has firmly established itself as a leading resort destination among South Korean travelers, with its turquoise waters perfect for island hopping and snorkeling activities.
There is also a growing interest in multi-destination itineraries linking Bohol with Cebu or Manila, reflecting evolving traveler preferences toward more diverse and experience-oriented travel.
The DOT is also expanding its golf tourism portfolio in Clark to lure more foreign golfers like in South Korea where golf is an extremely popular sport, as well as offering English as a Second Language (ESL) programs and long-stay visits to increase the Philippines’ appeal beyond leisure.
During South Korean President Lee Jae Myung’s two-day state visit in the Philippines, President Ferdinand Marcos, Jr. emphasized South Koreans’ appreciation for the Philippines as a destination.
“It is also my pleasure to note the growing appreciation of Koreans for the Philippines, our world-renowned mangoes, the beauty of our tourist destinations, and most importantly, the exceptional talent and hospitality of Filipinos,” the President said during the bilateral meeting of the two leaders in Malacañang on Tuesday, where Tourism Secretary Christina Garcia Frasco also came in attendance.
“South Korea remains one of the Philippines’ most vital and valued tourism markets. The enduring friendship between our two nations is reflected not only in our shared history and cultural exchanges but also in the millions of South Korean travelers who choose the Philippines as their preferred destination year after year. Their deep appreciation for our pristine beaches, world-class dive sites, vibrant festivals, and the warmth and hospitality of the Filipino people has significantly contributed to the growth and resilience of our tourism industry,” she said in a statement.
Last year, about a total of 1,346,301 South Koreans visited the Philippines, which accounts for 20.76 percent of total international arrivals, maintaining its position as the Philippines’ largest source market ahead of the United States, Japan, Australia, and Canada.
The recovery rate of the South Korean market has now reached 62.9 percent compared to 2019 levels, reaffirming the Korean market’s strong and resilient structural demand base.