K-Pop idols to banner PH as wellness destination for Korean travelers

The Philippines is seeking to shine as a wellness and leisure hotspot for Korean travelers this winter, with Hallyu idols leading the charge.

The Tourism Promotions Board (TPB) announced on Tuesday that K-Pop stars Kim Myung Soo and Choi Bo Min will visit the country this December to experience its sports, culinary, and wellness offerings firsthand.

Their journey will showcase destinations that appeal to Korean travelers seeking a balance of activity and relaxation, discovery and comfort.

The campaign is part of TPB’s broader effort to position the Philippines as a premier winter travel destination for Koreans, leveraging its “gold” and “wellness tour” packages from October to December 2025.

“Through these campaigns, we’re showing that the Philippines can be a winter destination that feels both familiar and new to Korean travelers,” said TPB Chief Operating Officer 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,” she added.

The promotion comes as Koreans remain the top source of tourists to the Philippines.

According to the Bureau of Immigration, roughly 1.8 million Korean visitors arrived in the country in 2024.

TPB hopes to sustain this number while capturing a share of the global wellness tourism market.

The Philippines’ winter tourism push mirrors South Korea’s own campaign to attract Filipino travelers.

In August, the Korea Tourism Organization (KTO) encouraged Filipinos to visit Korea for winter and family travel, citing a 51% increase in Filipino arrivals in South Korea from 2023 to 2024.—MCG, GMA Integrated News