WE MAY be home to some of the world’s best beaches and island getaways, but sometimes the pull of what we don’t have becomes irresistible. That’s especially true with travel. Snow, ski resorts, and K-pop spectacles aren’t things we get back home, which explains why South Korea has become such a magnet for Filipino tourists.
In fact, more Filipinos are flying to Seoul than ever before. Figures from the Korea Tourism Organization (KTO) show a 51 percent jump in Filipino visitors in 2024 compared to the previous year, reaching 520,000 arrivals. It’s the highest number from Southeast Asia, and Seoul is clearly determined to ride this wave.
That strategy was on full display at the Korea Travel Fiesta 2025, held over the weekend at SM Mall of Asia Music Hall. The festival placed winter and family holidays front and center, giving Filipinos a preview of what a Christmas in Korea could look like.
To set the mood, the cast of Dream High: The Musical, including ZE:A’s Kim Dongjun, VICTON’s Lim Sejun, Wonder Girls’ Sunye, SE7EN, and Kim Dahyun, took the stage, performing songs from the beloved production. The energy didn’t stop there. Martial arts group K-Tigers thrilled the crowd with a taekwondo showcase before segueing into dance numbers from K-Pop Demon Hunters. Infinite’s Kim Myungsoo rounded out the evening with fan favorites such as “What’s not to Love” and “My Universe.”
Apart from the well-received performances, the event leaned heavily into what Filipinos want from a holiday abroad: deals and experiences.
Airlines and travel agencies offered discounted packages, including ski trips from Seoul, while the eye-catching “1+1 promotion” promised free domestic tickets to destinations like Jeju Island and Busan with every roundtrip purchase to Korea.
Visitors also tried on hanbok, got personalized skin and color analysis, and even had caricatures drawn by Korean artists.
KTO acting vice president Kim Nam Chun explained the intent clearly: “As the Philippines enters the Christmas season, known locally as the ‘ber-months,’ this event has been designed to let you experience the charms of Korean tourism in advance.”
The Philippine Department of Tourism echoed this spirit of exchange. Speaking on behalf of Secretary Christina Frasco, Undersecretary Shahlimar Hofer Tamano stressed how the partnership between both countries has grown stronger through tourism. South Korea remains the Philippines’ biggest source of foreign visitors, with more than 1.5 million Koreans traveling here in 2024.
New direct flights between Seoul and Cebu, Kalibo, Davao, Panglao, and Clark are further cementing this link, alongside the Philippines–Korea Tourism Cooperation Implementation Program 2024–2029, which promises closer collaboration on sustainable tourism and cultural exchange.
It’s easy to see why both sides are eager. For Filipinos, Korea offers the chance to step into a winter postcard, ski slopes, hot food markets, and K-pop culture all rolled into one. For Koreans, the Philippines remains a sun-drenched escape of beaches and islands.
And in that exchange, the friendship deepens. As Undersecretary Tamano put it, “For every Filipino who discovers the beauty of Korea, and for every Korean who chooses the Philippines as a home for leisure, language, or learning, our friendship grows stronger.”
For anyone planning the holidays, Korea’s message this year is simple: it’s time to pack your coats.
