The Department of Tourism (DOT) has partnered with renowned South Korean actor and singer Seo In-Guk to promote the Philippines as a premier destination for Korean travelers, making him the agency's celebrity tourism ambassador for Korea.
DOT Secretary Christina Garcia-Frasco led the signing of a memorandum of understanding (MOU) with Seo and the Tourism Promotions Board (TPB) at the DOT office in Makati City on Friday, Feb. 21.
With South Korea as the country’s top source of international visitors, the partnership seeks to showcase the Philippines’ scenic destinations, rich cultural heritage, and world-class hospitality to a wider Korean audience.
Seo, known for his roles in popular Korean dramas, will take part in promotional campaigns featuring top Philippine tourist spots such as Boracay, Cebu, and Manila.
As part of the agreement, Seo will engage in digital content creation and immersive experiences to highlight the country’s natural beauty and vibrant culture.
The DOT said the initiative aligns with its strategy of leveraging pop culture and social media influence to expand the Philippines’ global tourism appeal.
Frasco said the collaboration provides a unique opportunity to connect with international travelers, particularly in South Korea, by tapping into Seo’s extensive fanbase.
She noted that the campaign would further strengthen the Philippines’ position as a leading travel destination in Asia.
Seo expressed gratitude for being named the Philippines’ celebrity tourism ambassador for Korea, saying he is committed to promoting the country and encouraging more Korean tourists to explore its attractions.
The DOT and TPB expect the partnership to boost tourism arrivals and reinforce the Philippines’ reputation as a premier destination in the region.