The Tourism Promotions Board (TPB) successfully concluded its participation in the Korea Underwater Sports Expo (KUSPO) 2025, held from March 27 to 30 at the COEX Convention & Exhibition Center in Seoul, South Korea. The Philippines generated PHP 125,254,538.00 in sales leads between participating dive operators, liveaboards, and airline partners.
TPB led the Philippine delegation composed of 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 booth of the Philippines attracted over 35,000 visitors throughout the event. On top of that, the eight-member contingent delivered impressive results through their business-to-consumer selling and high-level networking activities with 50 key Korean dive operators during the Dive Philippines Reception Night held on March 28.
The Philippine Booth at KUSPO 2025, themed ‘Beach, Dive, and Dine,’ highlighted the country’s premier dive destinations in Cebu, Batangas, Puerto Galera, Bohol, and Negros Oriental. The booth served as a space for industry professionals and dive enthusiasts to connect, reinforcing the Philippines’ position as a top dive destination in the Korean market. The delegation also prepared various attractions in the booth to entice the visitors, including exclusive travel and dive deals, interactive games, raffles, and a taste of Kaulayaw Coffee’s Philippine Coffee Concoction. Moreover, a special presentation offering in-depth insights into the country’s unparalleled diving experience was conducted by professional underwater photographer Jerome Kim, a South Korean national and advocate of Dive Philippines.
Participation in KUSPO 2025 comes at a crucial time for the country’s dive tourism sector. In 2023, dive tourism contributed over PHP 73 billion to the Philippine economy, nearly double the PHP 37 billion recorded in 2022. The country now boasts around 120 dive destinations, including emerging sites that offer both adventure and ecological richness. To support this growing demand, the Philippines is also expanding its network of hyperbaric chambers in key dive locations, including 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. At KUSPO, we did not just promote destinations–we built connections with Korean travelers who seek meaning, thrill, and sustainability in their journeys,” said TPB Chief Operating Officer Maria Margarita Montemayor Nograles. “The growing interest from the Korean market is both an affirmation of our world-class dive sites and a challenge to us to continue elevating standards, inclusivity, and environmental responsibility in every experience we offer.”
With 1,569,071 South Koreans visiting the Philippines in 2024, South Korea remains the country’s leading source of foreign visitors. Recognizing this,
TPB’s leadership at KUSPO 2025 was a strategic move to deepen engagement with a market that continues to respond enthusiastically to meaningful, high-value travel experiences. The strong results achieved by the participation likewise affirmed TPB’s commitment to supporting the country’s dive tourism industry through sustained market presence, public-private collaboration, and the promotion of emerging destinations.
