The Tourism Promotions Board Philippines (TPB) has concluded the Philippine Business Mission to Korea 2025, generating 522.29 million pesos (US$9.2 million) in sales leads following a series of trade engagements across three South Korean cities.
The multi-city roadshow was held from November 17 to 21, 2025 in Busan, Daejeon and Seoul, featuring destination briefings, tourism product updates and B2B meetings. A total of 204 South Korean travel agents and corporate buyers participated across the three locations.
The Philippine delegation comprised 40 seller companies, including hotels, resorts, tour operators, DMCs, airlines and government agencies. During the mission, 792 business meetings were facilitated between Philippine sellers and Korean buyers.
Tourism product updates and route developments were also presented during Philippine seminars held in each city. These sessions were led by the Philippine Department of Tourism in South Korea, alongside Cebu Pacific and Philippine Airlines, and focused on recent improvements in air connectivity and travel options between the two markets.
South Korea has remained the Philippines’ largest inbound tourism market since 2012. In 2024, visitor arrivals from South Korea reached 1.76 million, reinforcing the market’s role in the country’s tourism recovery. The return of the business mission to South Korea forms part of ongoing efforts to renew trade partnerships and strengthen collaboration with the South Korean travel industry.
TPB COO Maria Margarita Montemayor Nograles shared: “Our vision extends far beyond this business mission. We remain committed to a broader, long-term effort to strengthen our tourism partnership with South Korea and encourage deeper connections through travel and shared experiences.”
At the Busan and Daejeon stops, TPB North Asia acting division head Anjella Calzado said the mission “reaffirms our commitment to expand market reach and deliver concrete actions by elevating the experience of Korean visitors”. She added that the board’s focus includes connectivity, safety and immersive travel experiences.
