The Philippines is doubling down on South Korean travelers, with the Department of Tourism leading a full-throttle campaign to reclaim its crown as the top overseas destination.
In 2024, 1.35 million South Koreans visited the Philippines, the equivalent to 63 percent of pre-pandemic numbers, and nearly a fifth of total arrivals. While short of 1.98 million total in 2019, the numbers signal robust and resilient demand.
The DOT’s Seoul office is pulling out all stops. From airline partnerships to digital promotions, it’s orchestrating an integrated marketing blitz aimed at getting travelers back on Philippine soil. Fifteen top travel agencies and major carriers are offering discounted fares and themed packages highlighting Manila, Cebu, Bohol, Boracay, and Clark.
But it’s not just about flights. The DOT is showing up at South Korea’s biggest travel events—including the Seoul International Travel Fair and the Korea International Boat Show—to spotlight marine adventures, diving hotspots, and golf getaways. These experiences hit the sweet spot for Korean visitors looking for adventure and leisure in one trip.
Experiential travel is another focus under the Marcos administration. Bohol is being promoted as a snorkeling and island-hopping haven, with multi-stop itineraries linking Cebu and Manila. Meanwhile, golf tourism in Clark is gaining momentum, complemented by programs for long-stay visitors and English-learning travelers.
With a full menu of promotions and immersive experiences, the DOT is positioning the Philippines as the go-to destination for South Koreans seeking sun, sea, and adventure. The campaign isn’t just about recovery—it’s about building lasting demand for years to come.
