Philippines Promotes Palawan and Cebu to Korean Travel Agents in Familiarization Tour

The Tourism Promotions Board (TPB) Philippines, in collaboration with the Department of Tourism (DOT) Korea, conducted a familiarization tour for Korean travel agents from August 17 to 23, 2025. The program aimed to showcase Palawan and Cebu as top Philippine destinations known for their scenic beauty, cultural heritage, and luxury tourism offerings, thereby enhancing tourism cooperation with South Korea.

Nine travel agents from Korea participated in the immersive seven-day journey, exploring world-renowned sites tailored to appeal to South Korean visitors. In Palawan, participants visited the UNESCO World Heritage site Puerto Princesa Underground River, enjoyed island-hopping excursions in Honda Bay, and experienced high-end resorts, eco-tourism attractions, and cultural landmarks. The tour concluded in Cebu, where agents engaged with the city’s historic sites, vibrant arts scene, and diverse local cuisine.

TPB Chief Operating Officer Maria Margarita Montemayor Nograles commented on the initiative, stating, "By introducing Korea’s key travel partners to the Philippines’ unique destinations, we aim to attract more Korean tourists to our country. Palawan and Cebu beautifully represent our nation’s natural splendor, hospitality, and cultural depth. We eagerly anticipate welcoming more visitors to experience them directly."

For the Korean participants, the trip highlighted the Philippines’ distinct tourism appeal. Nam Eun Young of JP World remarked, "Palawan’s extraordinary nature and Cebu’s rich cultural offerings form a perfect combination that will captivate Korean travelers. We look forward to developing new travel packages that emphasize these attractions for our clients."

South Korea continues to be a significant source market for Philippine tourism, with 903,751 Korean visitors recorded as of September 1, 2025, according to DOT statistics. Familiarization tours like this one strengthen partnerships with Korean agencies and support the Philippines’ position as a preferred leisure and cultural travel destination.

The successful execution of the Korean Travel Agents Familiarization Tour was made possible through cooperation with various hospitality partners, including The Funny Lion, Astoria Palawan, Four Points by Sheraton Palawan Puerto Princesa, Hue Hotel and Resorts, Microtel by Wyndham Puerto Princesa, Best Western Plus The Ivywall Hotel, and Cowrie Island Resort.