- 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
SEOUL, SOUTH KOREA–The Tourism Promotions Board (TPB) Philippines successfully concluded the Philippine Business Mission (PBM) to Korea 2025, generating PHP 522.29 million in sales leads. The multi-city roadshow featured destination briefings, product updates, and business-to-business meetings held from November 17 to 21 across Busan, Daejeon, and Seoul.
A total of 204 Korean travel agents and corporate buyers across the three cities engaged with the Philippine delegation, composed of 40 seller companies. The TPB-led contingent included the country’s top hotels, resorts, tour operators, destination management companies, airlines, and government agencies. A total of 792 business meetings were facilitated during the mission.
In addition, the Philippine Department of Tourism in Korea, along with Cebu Pacific and Philippine Airlines, presented tourism product updates and route developments during the Philippine Seminar in each city, providing Korean partners with timely insights into enhanced connectivity and travel options.
Philippine Ambassador to South Korea Her Excellency Bernadette Therese C. Fernandez at the PBM leg in Seoul
TPB Chief Operating Officer Maria Margarita Montemayor Nograles underscored the importance of sustained engagement with the Korean market. “Our vision extends far beyond this business mission. We remain committed to a broader, long-term effort to strengthen our tourism partnership with South Korea and encourage deeper connections through travel and shared experiences,” she said.
Tabletop meetings between Philippine sellers and Korean buyers
At the Busan and Daejeon stops, TPB North Asia Acting Division Head Anjella Calzado emphasized TPB’s direction for the Korean market, noting that the mission “reaffirms our commitment to expand market reach and deliver concrete actions by elevating the experience of Korean visitors.” She highlighted TPB’s strengthened focus on connectivity, safety, and immersive travel experiences.
Since 2012, South Korea has consistently ranked as the Philippines’ top inbound tourism market. In 2024, arrivals from Korea reached 1.76 million, underscoring the market’s enduring strength and its critical role in the country’s tourism recovery. The revival of PBM Korea reflects ongoing efforts to renew industry partnerships and strengthen market collaboration moving forward.
