The Tourism Promotions Board (TPB), an attached agency of the Department of Tourism (DOT), has completed its Philippine Business Mission to Korea 2025, generating P522.29 million in sales leads aimed at boosting travel from South Korea to the Philippines.
The multi-city roadshow was held from November 17 to 21 in Busan, Daejeon, and Seoul. It featured destination presentations, tourism product updates, and business-to-business meetings between Philippine and Korean tourism stakeholders.
A total of 204 Korean travel agents and corporate buyers took part in the events, meeting with 40 Philippine seller companies representing hotels, resorts, tour operators, airlines, and government agencies. The mission facilitated 792 business meetings across the three cities.
The Department of Tourism in Korea, together with Cebu Pacific and Philippine Airlines, also conducted seminars in each city. These sessions provided updates on new tourism offerings and airline routes, giving Korean partners information on improved travel options to the Philippines.
Philippine Ambassador to South Korea Bernadette Therese C. Fernandez joined the Seoul leg of the mission.
TPB chief operating officer Maria Margarita Montemayor Nograles said the business mission is part of a long-term effort to strengthen tourism ties with South Korea and encourage deeper people-to-people connections through travel.
At the Busan and Daejeon events, TPB North Asia acting division head Anjella Calzado highlighted the agency’s focus on expanding market reach by improving connectivity, safety, and immersive travel experiences for Korean visitors.
South Korea has been the Philippines’ top source of foreign tourists since 2012. In 2024, arrivals from Korea reached 1.76 million, highlighting the market’s continued importance to the country’s tourism recovery.
