The Tourism Promotions Board (TPB) successfully concluded its participation in the Korea Underwater Sports Expo (KUSPO) 2025, which took place from March 27 to 30 at the COEX Convention & Exhibition Center in Seoul, South Korea. The Philippines generated PHP 125,254,538.00 in sales leads among participating dive operators, liveaboards, and airline partners.
The Philippine delegation at KUSPO 2025
TPB led the Philippine delegation, which included Aldive Resort, Kakay’s Maldito Beach Resort & Diving Shop, Bongo Bongo Divers, Sierra Madre Divers Dive Center, Atlantis Dive Resorts & Liveaboards, Casalay Boutique Villas & Dive Resort, Philippine Airlines, and Cebu Pacific Air. The Philippine booth attracted over 35,000 visitors during the event. Additionally, the eight-member contingent achieved impressive results through their business-to-consumer sales and high-level networking activities with 50 key Korean dive operators at the Dive Philippines Reception Night on March 28.
The Philippine Booth at KUSPO 2025, themed ‘Beach, Dive, and Dine,’ showcased the country’s premier dive destinations, including Cebu, Batangas, Puerto Galera, Bohol, and Negros Oriental. The booth provided a venue for industry professionals and dive enthusiasts to connect, reinforcing the Philippines’ status as a top dive destination in the Korean market. The delegation also organized various attractions at the booth to entice visitors, such as exclusive travel and dive deals, interactive games, raffles, and a sampling of Kaulayaw Coffee’s Philippine Coffee Concoction. Additionally, a special presentation was held, offering in-depth insights into the country’s unparalleled diving experiences, conducted by professional underwater photographer Jerome Kim, a South Korean national and advocate for Dive Philippines.
Participation in KUSPO 2025 comes at a crucial time for the country’s dive tourism sector. In 2023, dive tourism contributed over PHP 73 billion to the Philippine economy, nearly double the PHP 37 billion recorded in 2022. The country now boasts around 120 dive destinations, including emerging sites that offer both adventure and ecological richness. To support this growing demand, the Philippines is also expanding its network of hyperbaric chambers in key dive locations including Boracay, Camiguin, Dumaguete, Puerto Galera, and Daanbantayan in Cebu.
“South Korea has always had a deep appreciation for the ocean and the experiences it offers. At KUSPO, we did not just promote destinations–we built connections with Korean travelers who seek meaning, thrill, and sustainability in their journeys,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “The growing interest from the Korean market is both an affirmation of our world-class dive sites and a challenge to us to continue elevating standards, inclusivity, and environmental responsibility in every experience we offer.”
In 2024, South Korea is projected to remain the leading source of foreign visitors to the Philippines, with 1,569,071 South Koreans expected to visit. This reinforces the significance of TPB’s leadership at KUSPO 2025 to enhance engagement with this enthusiastic market. The successful participation underscores TPB’s commitment to promoting dive tourism through public-private collaboration and highlighting emerging destinations.
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