TPB brings Philippine tourism mission to three Korean cities

The Tourism Promotions Board is holding the Philippine Business Mission Korea 2026 with the Department of Tourism on Oct. 27, 29 and 30 in Busan, Incheon and Seoul, respectively.

The mission opened Oct. 27 in Busan and continues Oct. 29 in Incheon and Oct. 30 in Seoul.

The annual event links Philippine tourism businesses with South Korean travel trade partners and helps them develop packages for changing travel preferences.

TPB added Incheon to this year’s itinerary while retaining Busan and Seoul as mission stops.

The agency wants to strengthen business ties and encourage Korean visitors to see Philippine destinations beyond familiar attractions.

Packages for changing travel demand

Philippine sellers will present island and marine tours, golf and leisure trips, family holidays, luxury accommodations, food experiences, and meetings and incentive travel.

The package mix also covers trips for couples, wellness travel, English as a second language study, and diving.

Hotels, resorts, airlines, and tour operators will meet Korean industry representatives through business-to-business sessions, product presentations, and networking activities.

The sellers will use the sessions to seek new partnerships, renew agreements, and negotiate future business.

“Our mission is clear: turn the strong interest of South Koreans into opportunities for them to discover more. As travel interests evolve, we want visitors to experience our diverse offerings that also connect them with the Filipino people who make the journey special,” TPB Chief Operating Officer Maria Margarita Montemayor Nograles said.

TPB said stronger trade ties can direct tourism spending toward the businesses and communities that receive international visitors.

“What travelers may not always realize is how every visit makes an impact beyond their own holiday: supporting livelihoods, sustaining local businesses, and helping communities thrive,” Nograles said.

 

South Korea remains a major market

More than 800,000 South Korean visitors arrived in the Philippines from January through October, or about 18% of all international arrivals recorded so far in 2026, according to TPB.

South Korea has ranked as the Philippines’ largest inbound tourism market since 2012, TPB said.

The market sent 1.76 million visitors to the Philippines in 2024.

The 2025 mission generated PHP 522.29 million in sales leads from 792 meetings between 40 Philippine sellers and 204 Korean travel agents and corporate buyers.

PBM began in 2003 as the Philippine Sales Mission through a partnership with Philippine Airlines.

Since then, the mission has visited Seoul, Busan, Daejeon, and Daegu.