The Tourism Promotions Board (TPB) Philippines is highlighting the country as a winter destination for Korean travellers. Just a short flight from South Korea, the Philippines offers sunshine, outdoor activities, and wellness experiences, positioning itself as a nearby option for recreation and relaxation during the winter months.
TPB, in partnership with Universal Records Philippines, is offering golf and wellness tour packages for Korean travellers from October to December 2025. The initiative aims to maintain strong arrivals from South Korea, the Philippines’ top source market, by highlighting activities that align with Korean preferences for active, nature-based, and wellness-focused experiences.
The global wellness industry was valued at US$6.3 trillion in 2023 and is projected to reach US$9 trillion by 2028. The Asia-Pacific region accounts for over 258 million wellness trips each year. The Philippines seeks to capture a share of this market through accessibility, affordability, and its hospitality offerings.
As part of the campaign, Hallyu idols Kim Myung Soo and Choi Bo Min will visit the Philippines in December to experience its sports, culinary, and wellness offerings. Their visit will highlight destinations that appeal to Korean travellers seeking a balance of activity, rest, and exploration.
“Through these campaigns, we’re showing that the Philippines can be a winter destination that feels both familiar and new to Korean travellers,” said TPB COO Maria Margarita Montemayor Nograles.
“It’s close, it’s warm, and it offers the kind of experiences that align perfectly with (South) Korea’s growing interest in wellness and outdoor leisure.”
