As winter grips Korea with icy winds and grey skies, the Philippines is stepping into the spotlight as a warm-weather escape made for travelers craving sunshine, serenity, and open-air adventure. With just a short flight separating the two countries, the Philippines is positioning itself as Asia’s next go-to winter destination where wellness, recreation, and value seamlessly blend.
The Tourism Promotions Board (TPB) Philippines, in partnership with Universal Records Philippines, has launched a winter golf and wellness campaign tailored for Korean travelers from October to December 2025. The initiative supports the tourism sector’s push to sustain strong arrivals from South Korea, currently the Philippines’ number-one source of foreign visitors. By spotlighting activities that match Korean preferences—outdoor recreation, nature-based experiences, and wellness-focused escapes—the campaign aims to elevate the Philippines as a premium yet accessible winter getaway.
The timing couldn’t be better. With global travelers now seeking destinations that nurture both body and mind, the wellness economy has surged to USD 6.3 trillion in 2023 and is projected to hit USD 9 trillion by 2028. Asia-Pacific remains a powerhouse, drawing more than 258 million wellness trips annually. In this thriving landscape, the Philippines stands out for its affordability, convenience, diverse natural attractions, and the signature warmth of Filipino hospitality.
Adding star power to the campaign, Hallyu idols Kim Myung Soo and Choi Bo Min are set to visit the Philippines this December. Their itinerary will explore the country’s best sports, culinary, and wellness experiences—showcasing the kind of balanced travel Korean visitors increasingly seek: active yet restorative, adventurous yet comforting.
“Through these campaigns, we’re showing that the Philippines can be a winter destination that feels both familiar and new to Korean travelers,” TPB Chief Operating Officer Maria Margarita Montemayor Nograles shared. “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 look south—and find their sunshine—in the Philippines, where comfort, connection, and discovery await in every journey.
