In an effort to enhance its tourism relations with South Korea, the Tourism Promotions Board of the Philippines (TPB) concluded its successful Philippine Business Mission to Korea 2025. The mission, which spanned three cities, generated an impressive 522.29 million pesos (approximately US$9.2 million) in sales leads. The multi-city roadshow, held from November 17 to 21, 2025, took place in Busan, Daejeon, and Seoul, where the TPB organized destination briefings, updates on tourism products, and B2B meetings. A total of 204 South Korean travel agents and corporate buyers participated in the events, marking a strong showing of engagement from the South Korean travel industry.
Overview of the Philippine Business Mission to South Korea
The business mission in South Korea featured a delegation of 40 seller companies from the Philippines, including hotels, resorts, tour operators, DMCs, airlines, and government agencies. Throughout the mission, 792 business meetings were facilitated, providing ample opportunities for Philippine tourism sellers and South Korean buyers to explore potential partnerships. These meetings allowed both sides to discuss the latest tourism developments, improving travel connectivity, and explore new opportunities in the ever-evolving travel market between the two countries.
During the seminars held in each of the three cities, Cebu Pacific and Philippine Airlines provided insights into the recent improvements in air connectivity between South Korea and the Philippines. These improvements play a critical role in easing travel between the two nations, a vital step in supporting the growing demand for tourism from South Korea.
Boosting Tourism Ties Between the Philippines and South Korea
The Philippines has long considered South Korea its largest inbound tourism market. In 2024, South Korean visitor arrivals to the Philippines reached an impressive 1.76 million, solidifying South Korea’s pivotal role in the Philippines’ tourism recovery. This mission to South Korea was strategically timed as part of the ongoing efforts to maintain and expand this strong relationship with the South Korean travel sector.
Maria Margarita Montemayor Nograles, the Chief Operating Officer of TPB, expressed the organization’s long-term commitment to strengthening ties with South Korea. She emphasized that the business mission was just one component of a broader effort to foster a deeper connection through travel and shared experiences between the two countries. The goal is not just to promote immediate sales but to build a sustainable relationship that encourages continued collaboration between the Philippines and South Korean travel industries.
Increasing Engagement and Expanding Market Reach
In Busan and Daejeon, Anjella Calzado, acting head of TPB North Asia, highlighted how the mission reaffirmed the commitment of the Philippines to expand its market reach and deliver tangible results. She mentioned that the key to this expansion lies in providing visitors from South Korea with memorable and immersive travel experiences. By focusing on improving connectivity, safety, and offering travelers a deeper understanding of the Philippine culture, the TPB aims to elevate the overall experience for Korean visitors.
The Importance of Air Connectivity and Safety for Tourism Growth
The enhancement of air connectivity between the Philippines and South Korea has been a key component of the mission’s success. The launch of more direct flights and the expansion of available routes have played a significant role in making it easier for South Koreans to visit the Philippines. Airlines like Cebu Pacific and Philippine Airlines have taken significant steps to improve the passenger experience, making travel between the two countries more efficient and appealing.
Furthermore, ensuring the safety and security of travelers is another priority of the TPB’s outreach efforts. By ensuring that South Korean tourists feel safe and well-supported, the Philippine Tourism Promotions Board hopes to cultivate a positive and long-lasting relationship with visitors from this important market.
The Role of Local Tourism Sellers in Strengthening Ties
The inclusion of 40 Philippine tourism sellers in the business mission underscores the importance of local businesses in promoting and nurturing international partnerships. These sellers, from hotels to airlines, have become the face of the Philippines’ tourism industry in South Korea, helping to establish the Philippines as a go-to destination for South Korean travelers. Tourism product updates and information on new travel packages were shared, allowing the South Korean market to gain a better understanding of what the Philippines has to offer. From pristine beaches to rich cultural heritage, the Philippines is positioning itself as a diverse destination catering to a wide range of traveler preferences.
Looking Ahead: Strengthening South Korea-Philippines Tourism Relations
The Philippine Business Mission to South Korea 2025 marks a significant milestone in the growing partnership between the Philippines and South Korea. With a robust increase in sales leads and a successful series of meetings, the mission has undoubtedly laid the groundwork for continued growth in tourism. As the Philippines strengthens its presence in South Korea, both nations stand to benefit from increased tourism and deeper cultural exchanges.
By focusing on long-term goals of fostering relationships and improving travel experiences, the Philippines Tourism Promotions Board continues to lead the way in securing the future of its tourism industry. With South Korea as its top source of visitors, the country is well-positioned to see further growth in tourist arrivals and a sustainable increase in tourism-related revenue.
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