The Tourism Promotions Board (TPB) Philippines, in partnership with the Philippine Department of Tourism Korea, hosted a familiarisation trip from August 17 to 23, 2025, highlighting Palawan and Cebu to strengthen tourism ties with South Korea.
Nine Korean travel agents participated in the trip, visiting attractions and experiences across the two destinations. Delegates explored the UNESCO-listed Puerto Princesa Underground River, went island-hopping in Honda Bay, and visited resorts, eco-tourism sites, and cultural landmarks. The tour concluded in Cebu, showcasing the city’s heritage and culinary offerings.
According to the Department of Tourism’s latest data, South Korea remains one of the Philippines’ top source markets for international arrivals, with 903,751 inbound tourists recorded as of September 1, 2025. Initiatives such as this familiarisation trip aim to strengthen partnerships with Korean travel agents and position the Philippines as a destination for leisure and cultural experiences.
The tour was supported by partner hotels and resorts including The Funny Lion, Astoria Palawan, Four Points by Sheraton Palawan Puerto Princesa, Hue Hotel and Resorts, Microtel by Wyndham Puerto Princesa, Best Western Plus The Ivywall Hotel, and Cowrie Island Resort.
“We are hopeful that by showcasing the Philippines’ unique destinations to our valued partners in South Korea, we can inspire more Koreans to visit our shores,” said TPB chief operating officer Maria Margarita Montemayor Nograles. “Palawan and Cebu embody the warmth, beauty, and cultural richness of our country, and we look forward to welcoming even more travellers to experience this first-hand.”
“This trip gave us a deeper appreciation of the Philippines as a destination,” said Nam Eun Young of JP World. “Palawan’s natural beauty and Cebu’s cultural energy provide an ideal experience that will appeal to Korean travellers. We are excited to create new tour products to promote these destinations to our market.”
