The Tourism Promotions Board successfully concluded its participation in the Korea Underwater Sports Expo 2025, held March 27 to 30 at COEX Convention & Exhibition Center in Seoul.
The Philippines generated PHP125.3 million in sales leads from participating dive operators, liveaboards and airline partners.
TPB led the Philippine delegation, which included Aldive Resort, Kakay’s Maldito Beach Resort & Diving Shop, Bongo Bongo Divers, Sierra Madre Divers Dive Center, Atlantis Dive Resorts & Liveaboards, Casalay Boutique Villas & Dive Resort, Philippine Airlines and Cebu Pacific Air.
The Philippine booth attracted more than 35,000 visitors during the four-day event.
The eight-member contingent achieved strong results through business-to-consumer sales and networking with 50 key Korean dive operators at the Dive Philippines Reception Night on March 28.
The Philippine booth at KUSPO 2025, themed “Beach, Dive, and Dine,” showcased the country’s top dive destinations in Cebu, Batangas, Puerto Galera, Bohol and Negros Oriental.
The booth offered exclusive travel and dive deals, games, raffles and Kaulayaw Coffee’s Philippine Coffee Concoction.
It served as a hub for industry professionals and dive enthusiasts to connect, reinforcing the Philippines’ reputation as a premier dive destination in the Korean market.
A special presentation was delivered by professional underwater photographer and Dive Philippines advocate Jerome Kim, a South Korean national, who shared in-depth insights on the country’s world-class dive experience.
TPB’s participation came at a crucial time for the dive tourism sector.
In 2023, dive tourism contributed more than PHP73 billion to the Philippine economy, nearly doubling the PHP37 billion recorded in 2022.
The country now has about 120 dive destinations, including emerging sites that combine adventure with ecological value.
To support the growing demand, the Philippines is expanding its network of hyperbaric chambers in key locations such as Boracay, Camiguin, Dumaguete, Puerto Galera and Daanbantayan in Cebu.
“South Korea has always had a deep appreciation for the ocean and the experiences it offers,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles.
“At KUSPO, we did not just promote destinations—we built connections with Korean travelers who seek meaning, thrill and sustainability in their journeys,” she added.
She said the growing interest from the Korean market affirms the world-class quality of the country’s dive sites and challenges the industry to raise standards, inclusivity and environmental responsibility.
With 1,569,071 South Koreans visiting the Philippines in 2024, South Korea remains the country’s top source of foreign tourists.
TPB’s leadership at KUSPO 2025 aimed to strengthen ties with a high-value market drawn to purposeful and experience-rich travel.
The strong results reinforced TPB’s commitment to supporting dive tourism through sustained market presence, public-private collaboration and promotion of emerging destinations.
