The Philippines is proving to be a hot market for Korean tourism. According to the Korea Tourism Organization’s 2025 stats, it ranked sixth in visitor numbers, with 615,141 Filipino tourists hitting Korean shores annually. The organization has been a regular at TTE, the Philippines’ largest travel fair that draws over 100,000 visitors, to keep building those crucial local connections.
At TTE 2026, Gyeongbuk went all out with a standalone booth in the Korea pavilion, serving up a feast of unique attractions for the ‘Post-APEC’ crowd. Fresh off hosting the 2025 APEC Summit, they flaunted their international cred while also tapping into the local obsession with K-dramas. Popular filming locations and UNESCO-themed travel routes were front and center, keeping the Korean Wave momentum going strong and spreading the word about Gyeongbuk’s treasure trove of hallyu hotspots.
The organization pulled out all the stops with their activities. They dazzled general consumers with presentations on Gyeongbuk’s must-see sites and got everyone hyped with quiz events. For the travel industry pros, they made power moves with sales calls and dangled tempting group tour incentives. The cherry on top? A social media blitz and survey that had about 2,000 people jumping in, cranking up the excitement to eleven. All this juicy data is set to shape their future marketing game for the Philippines and Southeast Asia.
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