The Tourism Promotions Board (TPB) Philippines, in collaboration with the Philippine Department of Tourism (PDOT) in Korea, organized a familiarization trip from August 17 to 23, 2025, focusing on promoting the appeal of Palawan and Cebu to South Korean tourists. Nine Korean travel agents participated, exploring attractions such as the UNESCO-listed Puerto Princesa Underground River, engaging in island-hopping at Honda Bay, and visiting various premier resorts, eco-tourism sites, and cultural landmarks. The trip concluded in Cebu, where participants experienced the city’s rich heritage and its diverse culinary offerings.
In a statement, TPB Chief Operating Officer Maria Margarita Montemayor Nograles expressed optimism about the initiative: “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. Palawan and Cebu embody the warmth, beauty, and cultural richness of our country, and we look forward to welcoming even more travelers to experience this first-hand.”
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 DOT’s latest tourism 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. Through initiatives like this familiarization trip, TPB continues to strengthen partnerships with Korean travel agents and position the Philippines as a premier destination for leisure and cultural experiences.
The Korean Travel Agents Familiarization Tour was made possible with the support of 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.
