The Tourism Promotions Board (TPB) Philippines, in collaboration with the Philippine Department of Tourism (PDOT) Korea, hosted a familiarization trip from August 17 to 23, 2025, spotlighting Palawan and Cebu as top destinations for South Korean tourists.
The initiative welcomed nine Korean travel agents who explored key tourism sites including the UNESCO-listed Puerto Princesa Underground River, Honda Bay’s island-hopping attractions, and Cebu’s cultural landmarks and culinary scene. The program aimed to deepen appreciation for the Philippines’ “sun, sea, and culture” tourism assets.
TPB chief operating officer Maria Margarita Montemayor Nograles expressed optimism about the program’s impact, stating, “We are hopeful that by showcasing the Philippines’ unique destinations to our valued partners in South Korea, we can inspire more Koreans to visit our shores.”
Nam Eun Young of JP World, one of the participating agents, noted that the visit “gave us a deeper appreciation of the Philippines,” adding that Palawan and Cebu offer ideal experiences for Korean travelers.
South Korea remains a leading source market for Philippine tourism, with 903,751 arrivals recorded as of September 1, 2025, according to DOT data. The trip reflects TPB’s ongoing efforts to reinforce ties with Korean travel trade partners and position the Philippines as a top choice for leisure and cultural tourism.
The familiarization tour was supported by partner hotels and resorts including The Funny Lion, Astoria Palawan, Four Points by Sheraton Puerto Princesa, Hue Hotels and Resorts, and others.
