The Tourism Promotions Board (TPB) Philippines, in collaboration with the Philippine Department of Tourism (PDOT) Korea, organized a familiarization trip from August 17–23, 2025. The tour showcased the unique attractions of Palawan and Cebu—including their renowned beaches, natural wonders, and rich cultural heritage—to a delegation of South Korean travel industry professionals. This initiative aimed to increase South Korean tourist arrivals by fostering stronger tourism partnerships and promoting the Philippines as a preferred travel destination in Korea.
Philippines highlights sun, beach, and culture
The familiarization trip welcomed nine Korean travel agents, who embarked on a journey to experience the world-class attractions and unique adventures awaiting South Korean tourists. The delegates marveled at the awe-inspiring Puerto Princesa Underground River, a UNESCO World Heritage Site known for its stunning limestone karst landscapes and mysterious subterranean waterways. They relished a vibrant island-hopping excursion in Honda Bay, plunging into crystal-clear waters and enjoying pristine white-sand beaches. Their itinerary also included visits to premier resorts renowned for luxury hospitality, immersive eco-tourism destinations lush with natural beauty, and significant cultural landmarks that highlight the Philippines’ rich history and traditions. The tour concluded in Cebu, where participants immersed themselves in the city’s colorful heritage and indulged in a feast of diverse local culinary delights.
In a statement, TPB Chief Operating Officer Maria Margarita Montemayor Nograles expressed her strong optimism regarding the newly launched tourism initiative. She stated, “We are hopeful that by showcasing the Philippines’ unique and breathtaking destinations to our valued tourism and business partners in South Korea, we can inspire even more Koreans to discover the beauty, hospitality, and adventure that the Philippines has to offer. Destinations like Palawan, renowned for its crystal-clear lagoons, lush rainforests, and diverse marine biodiversity, and Cebu, celebrated for its vibrant history, white-sand beaches, and colorful festivals, perfectly embody the warmth, charm, and cultural richness of our country. Through strengthened partnerships and engaging promotions, we look forward to welcoming an increasing number of Korean travelers to the Philippines, enabling them to experience our world-class tourism and create unforgettable memories within our vibrant communities.”
One of the participating travel agents, Nam Eun Young of JP World, shared, “This trip gave us a deeper appreciation of the Philippines as a destination. Palawan’s natural beauty and Cebu’s cultural energy provide an ideal experience that will appeal to Korean travelers. We are excited to create new tour products to promote these destinations to our market.”
According to the latest tourism statistics released by the Department of Tourism (DOT), South Korea continues to be one of the leading source markets for international arrivals to the Philippines. As of September 1, 2025, a total of 903,751 South Korean visitors have been recorded, underscoring the importance of this market to the country’s tourism industry. To further cultivate this relationship, the Tourism Promotions Board (TPB) has organized familiarization trips for Korean travel agents. These initiatives aim to deepen collaborations, showcase the Philippines’ diverse attractions, and boost the country’s image as a premier destination for leisure and cultural experiences among Korean travelers.
The recent Korean Travel Agents Familiarization Tour was realized through the active participation and generous support of several renowned partner hotels and resorts. Notable hospitality partners included The Funny Lion, known for its unique wildlife-themed accommodations; Astoria Palawan, offering eco-friendly luxury stays; Four Points by Sheraton Palawan Puerto Princesa, providing modern amenities and business facilities; Hue Hotel and Resorts, distinguished for its art-inspired interiors; Microtel by Wyndham Puerto Princesa, famous for its family-friendly and affordable services; Best Western Plus The Ivywall Hotel, recognized for its excellent customer service and central location; and Cowrie Island Resort, celebrated for its pristine beaches and recreational activities.
These establishments played a critical role in giving Korean travel agents firsthand experiences of the quality and variety of tourism services available in Palawan, ultimately enhancing their ability to promote the Philippines as a top travel destination.
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