Celebrating connections: Seo In-guk’s ambassadorship and the rise of Korean tourism in the Philippines
Cooltura by Jeoff “Jopay” Solas
On February 21, 2025, South Korean actor and singer Seo In-guk was officially appointed as the Philippines’ Celebrity Tourism Ambassador for Korea during a significant ceremony held at the Department of Tourism (DOT) office in Makati City.
This partnership marks a pivotal moment in both his career and the ongoing efforts to strengthen tourism ties between the Philippines and South Korea, which is currently the largest source of international visitors to the Philippines.
The appointment of Seo In-guk aims to enhance tourism from South Korea. During the ceremony led by Tourism Secretary Christina Garcia Frasco, it was emphasized that this collaboration would not only promote Philippine destinations but also foster cultural exchange between the two countries.
As an ambassador, Seo In-guk is expected to engage in various promotional activities that highlight iconic locations such as Boracay, Cebu, and Manila. His role will focus on showcasing the Philippines’ breathtaking natural beauty, rich cultural heritage, and renowned hospitality through diverse media channels and official tourism campaigns.
This partnership is particularly significant given Seo’s extensive fanbase across Asia; leveraging his influence can attract a new wave of tourists eager to explore the Philippines.
Seo In-guk was born on October 23, 1987 in Ulsan, South Korea. He first gained national fame after winning the first season of the reality talent show Superstar K in 2009. This victory launched his music career, leading to the release of his debut extended play, Calling, which featured the hit title track. His early success earned him accolades, including Male Newcomer of the Year at the Cyworld Digital Music Awards.
Seo’s breakthrough in acting came with his role in Reply 1997 (2012), which catapulted him to stardom. The series showcased his ability to portray relatable characters navigating love and friendships during their teenage years. Following this success, he starred in various popular dramas such as Master’s Sun (2013), High School King of Savvy (2014), and Hello Monster (2015). His versatility continued to impress audiences with his performances in Shopping King Louie (2016), The Smile Has Left Your Eyes (2018), and Doom at Your Service (2021).
Recently, Seo has taken on new roles that further demonstrate his range as an actor. He starred in Café Minamdang (2022) and is set to appear alongside BLACKPINK’s Jisoo in the highly anticipated Netflix drama Boyfriend on Demand. His ability to tackle diverse characters has solidified his status as one of South Korea’s leading actors.
Korean Tourist Arrivals: A Growing Trend
The appeal of the Philippines to South Korean travelers is multifaceted. The country offers stunning beaches, vibrant culture, warm hospitality, and affordability—all factors that make it an attractive destination for leisure travel.
From January to November 2024, 1,435,571 South Koreans visited the Philippines—a 10.45% increase from 1,299,697 during the same period in 2023. This figure indicates that South Koreans accounted for approximately 29.18% of all foreign tourists visiting the country during that time frame. These numbers reflect South Korea’s status as the Philippines’ largest source of foreign visitors.
Looking ahead to 2025, projections suggest that South Korean visitors may surpass pre-pandemic levels of nearly 2 million tourists. The tourism sector’s post-pandemic recovery is expected to create new job opportunities across various industries including accommodation, transportation, food and beverage services, and entertainment.
Quezon City Rep. Marvin Rillo expressed optimism about this trend, stating that “we look forward to a very large number of South Korean tourists arriving in the Philippines in 2025.”
On the other hand, overall foreign tourist arrivals in the Philippines also showed significant recovery. From January to November 2024, a total of 4,918,418 foreign tourists were welcomed—marking a 9.56% increase compared to 4,489,059 during the same period in 2023. This upward trend underscores a broader recovery within the tourism sector.
Why South Koreans Love Visiting the Philippines
The reasons behind this growing interest from South Korean travelers are numerous. The proximity of the Philippines makes it an attractive destination for short getaways or extended vacations. Direct flights connect major cities like Seoul to Manila and other popular tourist spots like Cebu and Davao.
The natural beauty of the Philippines cannot be overstated. Known for its pristine beaches and crystal-clear waters, destinations like Boracay and Palawan are often featured in travel brochures promoting idyllic getaways. The diverse marine life and opportunities for adventure sports such as snorkeling and diving further enhance its appeal.
Cultural affinity also plays a significant role in attracting South Korean tourists. There is a growing interest among Koreans in Filipino culture—ranging from traditional cuisine to local festivals—which fosters a deeper connection when visiting. The shared history between the two nations creates a sense of familiarity that enriches travel experiences.
Affordability is another critical factor, compared to other Southeast Asian destinations. Costs for accommodations, food, and activities are relatively low in the Philippines. This economic aspect makes it an attractive option for budget-conscious travelers looking for value without compromising on experience.
Moreover, Filipinos are known for their hospitality and friendliness towards visitors. The welcoming atmosphere makes Koreans feel at home while exploring new environments. This cultural warmth enhances their overall travel experience.
Finally, K-drama popularity has significantly influenced travel trends among South Koreans. Many fans seek out locations featured in their favorite shows or films shot in the Philippines. Events featuring K-pop stars often draw large crowds from South Korea eager to experience these cultural phenomena firsthand.
The collaboration between Seo In-guk and DOT aims not only to elevate tourism numbers but also to create lasting relationships between both countries through cultural exchange. The DOT has expressed optimism that Seo’s involvement will lead to increased tourist arrivals from South Korea while providing opportunities for local businesses in tourism-related sectors.
As part of this initiative, promotional campaigns will likely highlight unique experiences available in the Philippines—such as culinary tours featuring local dishes like adobo and sinigang or adventure activities like hiking Mount Pulag or exploring underground rivers. By showcasing these experiences through Seo In-guk’s lens as an ambassador, potential tourists can gain insight into what makes visiting the Philippines special.
Seo In-guk’s appointment as the Philippine tourism ambassador marks an exciting chapter not only for his career but also for enhancing tourism relations between South Korea and the Philippines. With his star power and influence within the entertainment industry, he has immense potential to attract Korean tourists eager to explore all that this beautiful archipelago has to offer.
As both nations work together through this collaboration, they stand to benefit from increased cultural exchange and economic growth driven by tourism. The allure of the Philippines continues to captivate Korean travelers; with Seo In-guk leading promotional efforts, this partnership promises a bright future for tourism relations between these two vibrant countries.
