Seoul, 04 June 2026 – The Tourism Promotions Board - Philippines (TPB PHL) and the Philippine Department of Tourism-Korea Office (PDOT-Korea) led the Philippines participation in the 41st Seoul International Travel Fair (SITF) held from 4-7 June 2026 at the Convention and Exhibition Center (COEX) Seoul, Republic of Korea.

DOT in partnership with Philippine Airlines, Cebu Pacific Air, Radisson Hotel Group, Jpark Island Resort & Waterpark, Marriott International Philippines, Nustar Resort & Casino, and Pinatubo Mountainero Travel and Tours mounted the Philippine booth at the 41st SITF showcasing the Philippines dynamic culture, pristine nature, and premium resort destinations to domestic travelers and industry professionals. In addition, the Puerto Princesa City Government conducted a product presentation promoting Palawan to Korean travelers.

Philippine Ambassador to the Republic of Korea, H.E. Bernadette Therese C. Fernandez attended the opening ceremony of the 41st SITF on 04 June 2026. Ambassador Fernandez visited the Philippine booth and expressed the Embassy’s full support to the Philippine delegation emphasizing that “The event serves as a meaningful opportunity to directly showcase the diverse and rich charms of the Philippines to Korean travelers, with whom the Philippines has maintained a close and long-standing partnership.”

The Philippine pavilion drew crowd attention as participating companies hosted special presentations with highly coveted prizes including complimentary luxury hotel accommodation vouchers and round-trip airline tickets given to lucky winners.

Since 1986, the SITF has grown into Korea’s leading international travel fair, becoming an important avenue for exchange and cooperation within the global tourism industry. Along with Korea’s regional destinations, there are over 300 organizations and businesses from 40 countries participating at this year’s edition of the SITF.

For the Philippines, the ROK remains as one of the most vital and valued tourism markets and its participation in major travel and tourism exhibitions such as the SITF will further intensify initiatives to attract Korean travelers to visit the Philippines. END