The Philippine delegation in Busan, led by Dr. Erwin Balane, Tourism Attaché of the Philippine Department of Tourism in Korea, and Micka Anjella Calzado, Tourism Promotions Board Philippines International Promotions Department – North Asia Division Acting Head
The Tourism Promotions Board Philippines wrapped up its Philippine Business Mission to Korea 2025 with strong results, generating P522.29 million in sales leads after a five-day, multi-city roadshow across Busan, Daejeon, and Seoul from November 17 to 21.
Designed to deepen commercial ties and refresh market interest in the Philippines, the mission combined destination briefings, product updates, and intensive business-to-business meetings that brought together 40 Philippine seller companies and 204 Korean travel agents and corporate buyers.
Over the course of the roadshow, a total of 792 meetings were conducted, giving Korean partners direct access to the country’s leading hotels, resorts, tour operators, destination management companies, airlines, and government agencies.
Complementing the trade meetings, the Philippine Seminar held in each city featured updates from the Department of Tourism in Korea alongside major airline partners Cebu Pacific and Philippine Airlines.
The sessions highlighted new tourism products and route developments, giving Korean stakeholders a clearer picture of improved connectivity and expanded travel options to key Philippine destinations.
TPB Chief Operating Officer Maria Margarita Montemayor Nograles said the mission was part of a broader, long-term strategy rather than a one-off sales push. She emphasized that TPB remains focused on strengthening tourism ties with South Korea and encouraging deeper people-to-people connections through travel and shared experiences.
At the Busan and Daejeon legs of the roadshow, TPB North Asia Acting Division Head Anjella Calzado reinforced the agency’s direction for the Korean market, noting that the business mission translated commitment into concrete action.
She pointed to stronger emphasis on connectivity, safety, and immersive experiences as central to enhancing the overall journey of Korean visitors to the Philippines.
South Korea has been the Philippines’ top inbound tourism market since 2012, and its importance remains undiminished. In 2024 alone, Korean arrivals reached 1.76 million, underscoring the market’s resilience and its vital role in the country’s tourism recovery.
The revival of the Philippine Business Mission to Korea signals a renewed push to sustain partnerships, rebuild momentum, and position the Philippines as a preferred destination for Korean travelers in the years ahead.