Seoul, South Korea — 2026 — The Tourism Promotions Board Philippines (TPB) successfully wrapped up the Philippine Business Mission (PBM) to Korea 2025, generating ₱522.29 million in sales leads and reinforcing South Korea’s position as the Philippines’ top inbound tourism market.
Held from November 17 to 21 across Busan, Daejeon, and Seoul, the multi-city roadshow brought together 204 Korean travel agents and corporate buyers with a 40-company Philippine delegation representing leading hotels, resorts, tour operators, destination management companies, airlines, and government agencies. Over the course of the mission, 792 business-to-business meetings were facilitated, highlighting strong demand for Philippine destinations and travel products.
Tourism product updates and route developments were also presented during Philippine Seminars in each city, led by the Department of Tourism Philippines in Korea alongside Cebu Pacific and Philippine Airlines, giving Korean partners timely insights into improved connectivity and travel options.
Speaking at the Seoul leg, Philippine Ambassador Bernadette Therese C. Fernandez joined TPB Chief Operating Officer Maria Margarita Montemayor Nograles, who emphasized that the initiative goes beyond short-term gains. She underscored TPB’s long-term commitment to strengthening tourism ties with South Korea through sustained engagement and shared travel experiences.
TPB also highlighted its focus on enhanced connectivity, safety, and immersive experiences for Korean visitors—key priorities as South Korea continues to lead Philippine inbound arrivals, with 1.76 million visitors recorded in 2024. The success of PBM Korea signals renewed momentum in industry partnerships and collaborative growth for Philippine tourism.
