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.

“There are challenges that have ensued, many of which are beyond our control in terms of the slowdown of the outbound Korean market,” Tourism Secretary Christina Frasco told reporters on the sidelines of a European Chamber of Commerce of the Philippines (ECCP) luncheon meeting in Makati on Wednesday.

“Nonetheless, we are increasing our aggressiveness in terms of marketing and promotions to Korea. And at the same time, we are also maintaining and expanding our partnerships,” she added.

Frasco said the DOT is meeting with tourism stakeholders both in Korea and the Philippines, and is closely monitoring this development.

“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 said.

Leechiu Property Consultants Director for Hotels, Tourism, and Leisure Alfred Lay earlier attributed the decrease in arrivals from South Korea in the first quarter 2025 to the weakening Korean won as a result of the political turmoil there.

Last April 8, Korean won fell to its lowest level in over 16 years.

On top of increasing marketing and promotions, Frasco said the DOT intends to develop more air routes, and is looking to expand flights and connect more Koreans destinations to the Philippines.

Frasco said the DOT is also focused on increasing air routes in Europe, Asia, and the Middle East, especially 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 said.

“So, we are hopeful that with more available flights, we can increase our number of tourists from these destinations.”

During the luncheon, ECCP President Paulo Duarte recommended expanding hotel infrastructure, improving digital connectivity, and streamlining visa processes.

“Recent initiatives, such as the enactment of Republic Act No. 12079, providing VAT refunds for non-resident tourists, and the launch of the Philippine Hotel Industry Strategic Action Plan, are a step in the right direction,” he said.

“However, it is clear that more comprehensive action is needed to position the Philippines as an attractive destination for both leisure and business tourism.” (PNA)