TPB boosts PH–Korea travel ties with winter wellness push

As temperatures drop across Korea, the Philippines is urging travelers to look south for sunshine, open fairways, and easy escapes.

Just a short flight away, the country is positioning itself as Asia’s next winter destination where recreation, relaxation, and value blend seamlessly.

The Tourism Promotions Board (TPB) Philippines, in partnership with Universal Records Philippines, is promoting golf and wellness tour packages for Korean travelers from October to December 2025.

The initiative supports efforts to sustain strong arrivals from South Korea — the Philippines’ top tourism source market — by highlighting activities that match Korean preferences for active, nature-based, and wellness-oriented experiences.

With more travelers seeking destinations that nurture both body and mind, the Philippines aims to capture a larger share of this expanding market.

Valued at USD 6.3 trillion in 2023 and projected to reach USD 9 trillion by 2028, the global wellness industry continues to grow, with the Asia-Pacific region accounting for more than 258 million wellness trips a year.

The Philippines offers an advantage with its accessibility, affordability, and distinct brand of Filipino hospitality.

As part of the campaign, Hallyu idols Kim Myung Soo and Choi Bo Min will visit the Philippines in December to experience the country’s sports, culinary, and wellness attractions.

Their visit will showcase destinations that appeal to Korean travelers seeking to balance activity with rest and discovery with comfort.

“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 said.

“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,” she added.

This winter, TPB is inviting Korean travelers to find their sunshine in the Philippines, where comfort, connection, and discovery come together in one journey.