PH eyes Koreans for winter wellness

AS temperatures drop across Korea, the Philippines is inviting 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 come together.

 The Tourism Promotions Board (TPB) Philippines and Universal Records Philippines are promoting golf and wellness tour packages running through December 2025. This initiative supports the tourism industry’s effort to sustain strong arrivals from South Korea, the country’s top source market, by highlighting active and nature-based experiences. With the global wellness industry projected to reach $9 trillion by 2028, the Philippines is leveraging its accessibility, affordability, and distinct brand of hospitality to capture a larger share of this market.

 Boosting the campaign, Hallyu idols Kim Myung Soo and Choi Bo Min will visit the Philippines this December to showcase its sports, culinary, and wellness offerings. Their journey aims to highlight destinations that balance activity with rest.

 “We’re showing that the Philippines can be a winter destination that feels both familiar and new to Korean travelers,” said TPB COO Maria Margarita Montemayor Nograles. “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.”