Makati: The Department of Tourism (DOT) is set to intensify its marketing and promotion in South Korea, its top source market for visitors, as it frets over the slowdown of Korea's outbound travel. In the first quarter of 2025, the country received 395,059 visitors from South Korea, down by 13.86 percent from 458,619 in the same period last year.

According to Philippines News Agency, Tourism Secretary Christina Frasco addressed the issue during a European Chamber of Commerce of the Philippines (ECCP) luncheon meeting in Makati. 'There are challenges that have ensued, many of which are beyond our control in terms of the slowdown of the outbound Korean market,' Frasco told reporters. Despite these hurdles, the DOT is focusing on increasing its marketing efforts and expanding partnerships to attract more Korean tourists.

Frasco emphasized the importance of collaboration with tourism stakeholders in both Korea and the Philippines, as well as closely monitoring the situation. 'We are watching this very, very closely, and we are trying as best we can to manage the challenges that are invariably affecting the tourism arrivals from Korea,' she stated.

Leechiu Property Consultants Director for Hotels, Tourism, and Leisure Alfred Lay identified the weakening Korean won, exacerbated by political turmoil, as a key factor in the decline of arrivals from South Korea. The Korean won fell to its lowest level in over 16 years last April 8.

In response to these challenges, Frasco revealed plans to develop more air routes and expand flight connections between Korean destinations and the Philippines. Additionally, the DOT is focusing on increasing air connectivity in Europe, Asia, and the Middle East, particularly with Gulf Cooperation Council (GCC) states. 'While there are already several connection points as well as flights coming from these jurisdictions, the growth is very, very encouraging, with the GCC and the Middle East averaging no less than 500 percent to 800 percent in terms of international arrivals,' she explained.

ECCP President Paulo Duarte also highlighted the need for improvements in hotel infrastructure, digital connectivity, and visa processing. Duarte praised recent initiatives like the enactment of Republic Act No. 12079, which provides VAT refunds for non-resident tourists, and the Philippine Hotel Industry Strategic Action Plan. However, he stressed that more comprehensive measures are needed to enhance the Philippines' appeal as a destination for both leisure and business tourism.