Philippines Enhances Strategies to Regain Korean Tourists

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The Philippines is intensifying its marketing efforts to accelerate the recovery of the South Korean tourism market. Currently, arrivals have reached over 60 percent of the pre-pandemic levels from 2019. The Department of Tourism (DOT) announced that they are executing robust marketing strategies involving collaborations with airlines, travel agencies, and digital campaigns to revitalize this key market segment.

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In the backdrop of the pandemic, South Korea has remained one of the Philippines’ most crucial tourism sources. The DOT’s office in South Korea is integrating marketing through joint promotions and outdoor advertising to reach potential travelers. As highlighted by Tourism Secretary Christina Frasco, the close ties between the countries are evident not only in cultural connections but in the millions of South Korean tourists visiting the Philippines annually.

The marketing efforts include partnerships with airlines and travel agencies offering discounted airfares to major Philippine destinations such as Manila, Cebu, Bohol, and Boracay. Additionally, the Philippines plans to participate in prominent travel fairs, such as the Seoul International Travel Fair and the Korea International Boat Show, designing strategies that emphasize marine and diving experiences.

In enhancing experiential tourism, a priority under the Marcos Administration, the DOT aims to refine tourism offerings. Bohol remains a top destination for South Korean tourists known for island hopping and snorkeling. Further, multi-destination itineraries connecting notable spots like Cebu and Manila are gaining interest among visitors.

Moreover, the DOT is expanding its tourism portfolio to include golf tourism in Clark and English as a Second Language (ESL) programs, aiming to attract long-stay visitors. The recent state visit by South Korean President Lee Jae Myung underscored the affinity Koreans have for the Philippines, acknowledging its appeal and the talent and hospitality of its people.

In 2022, over 1.3 million South Koreans visited the Philippines, constituting 20.76 percent of international arrivals. The recovery rate of the South Korean tourism market is reported at 62.9 percent compared to 2019, highlighting a resilient demand, reported PNA.

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  Adapted by ASEAN Now · PNA · 06 Mar 2026