As temperatures begin to drop across Korea, the Philippines is encouraging travelers to head south for sunshine, open fairways, and refreshing escapes just a short flight away. This season, the country is positioning itself as Asia’s next winter destination—one that blends recreation, relaxation, and exceptional value.
The Tourism Promotions Board (TPB) Philippines, in partnership with Universal Records Philippines, is promoting curated golf and wellness tour packages tailored for Korean travelers from October to December 2025. The initiative supports ongoing efforts to strengthen arrivals from South Korea, the Philippines’ largest tourism source market, by spotlighting experiences that align with Korean travelers’ growing interest in active, nature-based, and wellness-oriented journeys.
With global travelers increasingly seeking destinations that nurture both body and mind, the Philippines sees significant opportunity in the rapidly expanding wellness sector. The global wellness industry, valued at USD 6.3 trillion in 2023 and projected to reach USD 9 trillion by 2028, continues to thrive, with the Asia-Pacific region alone accounting for more than 258 million wellness trips annually. Offering easy access, affordability, and the warmth of Filipino hospitality, the Philippines stands out as a compelling choice within this market.
As part of the campaign, Hallyu stars Kim Myung Soo and Choi Bo Min will travel to the Philippines this December to experience firsthand its sports, culinary, and wellness highlights. Their visit will showcase destinations that appeal to modern Korean travelers seeking the perfect balance of activity and rest, adventure and comfort.
“Through these campaigns, we’re showing that the Philippines can be a winter destination that feels both familiar and new to Korean travelers,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “It’s close, it’s warm, and it offers the kind of experiences that align perfectly with Korea’s growing interest in wellness and outdoor leisure.”
This winter, TPB invites Korean travelers to find their sunshine in the Philippines—where comfort, connection, and discovery come together in one unforgettable journey.
