Philippines Intensifies Marketing to Accelerate South Korean Tourist Recovery
The Department of Tourism (DOT) announced on Thursday that the Philippines is significantly increasing its marketing initiatives to hasten the recovery of the South Korean tourism market. This market has now surpassed 60 percent of the pre-pandemic tourist arrivals recorded in 2019, signaling a robust rebound.
Strategic Marketing Efforts Underway
DOT's South Korea foreign office is currently integrating comprehensive marketing strategies. These include joint promotions with airlines and major travel agencies, urban outdoor advertising, and extensive digital campaigns aimed at re-engaging South Korean travelers.
Tourism Secretary Christina Frasco emphasized the importance of this market, stating, "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."
She added, "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."
Collaborations and Promotional Activities
The DOT is collaborating with major airlines and 15 prominent South Korean travel agencies to promote the Philippines. This partnership involves offering discounted airfares and region-specific promotional packages, primarily targeting key destinations such as Manila, Cebu, Bohol, Boracay, and Clark.
Additionally, the department will participate in major travel and tourism exhibitions, including the Seoul International Travel Fair (SITF) and the Korea International Boat Show (KIBS), as well as several underwater sports expositions. These events are designed to highlight the Philippines' marine, diving, and golf experiences.
Focus on Experiential Tourism and Diverse Offerings
The DOT is refining its tourism products to capitalize on experiential tourism, which has been identified as a priority under the Marcos Administration. Bohol, in particular, has firmly established itself as a leading resort destination among South Korean travelers, renowned for its turquoise waters ideal for island hopping and snorkeling activities.
There is also a growing interest in multi-destination itineraries that link Bohol with Cebu or Manila, according to the DOT. Furthermore, the department is expanding its Philippine golf tourism portfolio in Clark, along with enhancing English as a Second Language (ESL) programs and promoting long-stay visits. These efforts aim to increase the Philippines' appeal beyond traditional leisure activities.
High-Level Endorsements and Market Statistics
During South Korean President Lee Jae Myung's two-day state visit to the Philippines, President Ferdinand R. Marcos Jr. highlighted South Koreans' appreciation for the Philippines as a destination. He remarked during the bilateral meeting in Malacañang on Tuesday, "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."
In 2025, approximately 1,346,301 South Koreans visited the Philippines, accounting for 20.76 percent of total international arrivals. This figure maintains South Korea's 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 reached 62.9 percent compared to 2019 levels, reaffirming the Korean market's strong and resilient structural demand base, as noted by the DOT.
