The Philippines is working to retain its position as the top overseas destination for travellers from South Korea, with the Department of Tourism (DoT) expanding marketing efforts in the market this year.

The DoT’s South Korea office is strengthening promotional campaigns through joint initiatives with airlines and travel agencies, as well as outdoor and digital advertising. These efforts aim to maintain travel demand and highlight destinations including Manila, Cebu, Bohol, Boracay and Clark.

The agency has partnered with major airlines and 15 South Korean travel agencies to promote discounted air fares and travel packages focused on these destinations. Promotional activities also include participation in travel exhibitions such as the Seoul International Travel Fair and the Korea International Boat Show, along with underwater sports exhibitions that feature the Philippines’ marine, diving and golf tourism offerings.

The tourism department is also expanding experiential travel and multi-destination itineraries as part of its tourism development strategy. Bohol remains a popular resort destination among South Korean visitors, known for island hopping and snorkelling activities. Interest is also growing in itineraries that combine Bohol with Cebu or Manila, reflecting demand for more varied travel experiences.

Golf tourism is another focus area. Clark is being promoted as a destination for golfers, while programmes offering English as a Second Language courses and long-stay options are intended to broaden the Philippines’ appeal beyond leisure travel.

South Korea remained the Philippines’ largest source market last year, with 1,346,301 visitors accounting for 20.76 per cent of total international arrivals. The US, Japan, Australia and Canada followed as other major markets.

Visitor arrivals from South Korea have recovered to 62.9 per cent of 2019 levels, according to tourism data, indicating continued demand from the market.

“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,” Philippine President Ferdinand R. Marcos Jr. said during the bilateral meeting of the two leaders in Malacañang on March 3, 2026.

Tourism secretary Christina Garcia Frasco said in a statement: “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 travellers who choose the Philippines as their preferred destination year after year.

“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.”