The Philippine Department of Tourism is intensifying its actions in its main source market after arrivals from Korea fell by 18.5% in 2025. The strategy includes alliances with airlines, digital campaigns, and a focus on golf and diving as differentiators.
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A drop that puts the Philippine tourism sector on alert
South Korea has been the main source market for tourists to the Philippines for years, but the 2025 data raised alarms. Arrivals from that country fell by 18.5% compared to the previous year, reaching 1,346,301 visitors, a figure that barely exceeds the 1,323,142 arrivals recorded from the United States. The difference between both markets, previously wide, has been reduced to a minimum.
Given this scenario, the Philippine Department of Tourism (DOT) announced an intensification of its marketing efforts in South Korea, with a strategy that combines digital media actions, presence at international fairs, and commercial alliances with airlines and travel agencies.
What the DOT’s new marketing strategy includes
The DOT office in South Korea is leading an integrated marketing strategy on several fronts. On the commercial level, the agency established agreements with airlines and 15 of the main South Korean travel agencies to offer discounted rates and promotional packages aimed at key destinations: Manila, Cebu, Bohol, Boracay and Clark.
In parallel, the DOT will deploy outdoor advertising in urban environments and execute digital campaigns. Institutional presence will be reinforced at specialized fairs such as the Seoul International Travel Fair (SITF) and the Korea International Boat Show (KIBS), as well as in underwater sports exhibitions, where the Philippines will seek to position its diving offer and marine experiences.
Golf and experiential tourism as a differentiating bet
The strategy places special emphasis on experiential tourism and multi-destination itineraries. In this framework, Clark emerges as a pole of attraction for international golfers: the area is home to several world-class courses and the Hann Reserve, which recently inaugurated the first of three projected golf courses. When the complex is complete, it is expected to become a top-tier regional tourism reference.
The focus on high-value niches such as golf, diving, and nature tourism responds to a logic of diversification: attracting a visitor with higher spending capacity and lower price sensitivity, capable of distributing their stay among several destinations in the archipelago.
The official diagnosis: a solid market that has not yet fully recovered
Tourism Secretary Christina Garcia Frasco highlighted the strategic importance of the South Korean market. “South Korea remains one of the most important and valuable tourism markets for the Philippines,” she stated, emphasizing the historical and cultural link between both nations as the basis for a lasting tourism relationship.
The DOT specified that the recovery rate of the South Korean market currently stands at 62.9% compared to pre-pandemic 2019 levels. While the agency described this data as a sign of a “strong and resilient structural demand base,” the figure also shows that there is still a considerable gap to close.
A key market in a context of growing regional competition
The dispute for the South Korean tourist takes place in a scenario of intense competition among Southeast Asian destinations. Thailand, Vietnam, Japan, and Indonesia are also actively targeting this traveler, historically prolific and with high average spending per visit. The 18.5% drop in the Philippines does not occur in a vacuum: it reflects both internal factors and the pressure from alternative destinations that have refined their attraction strategies.
In this context, the DOT’s response aims to regain the preference of the Korean traveler with a more articulated offer, combining price accessibility with high-value experiences. The result of this bet will be reflected in the 2026 arrival figures.
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