More than 30,000 visitors gathered at SM Mall of Asia on Aug. 22 and 23 for Korea Travel Fiesta 2026, as the Korea Tourism Organization (KTO) Manila Office showcased Korea’s diverse tourism offerings and encouraged Filipino travelers to discover new destinations and experiences beyond the country’s familiar attractions.
Held under the theme “Your Winter Playground,” the two-day event brought together 24 industry partners, including travel agencies, online travel operators, airlines, ski resorts and financial institutions. Visitors had direct access to travel information, holiday packages, promotions and services to help them plan their next trip to Korea.
KTO Manila Director Park Young Hee highlighted the strong and growing travel ties between Korea and the Philippines, noting that approximately two million Koreans and Filipinos travel between the two countries each year.
“Whether this is your first visit to Korea or you have been there before, we hope you discover a new place or a new experience,” Park said. “When you leave Korea Travel Fiesta this weekend, I hope you take home not only good memories, but also a real plan to visit Korea. We hope to welcome you in Korea very soon.”
As a key partner of Korea Travel Fiesta 2026, SM Supermalls welcomed the event to SM Mall of Asia. During the opening ceremony, SM Supermalls Executive Vice President for Marketing Joaquin San Agustin delivered congratulatory remarks, highlighting the partnership’s role in bringing Korean tourism, culture and travel experiences closer to Filipino audiences.
A winter playground in Manila
While Korea remains a popular destination among Filipino travelers, the festival encouraged visitors to look beyond Seoul and explore the country’s wider tourism landscape.
From winter getaways and ski holidays to cultural activities, K-Beauty, Korean cuisine and emerging destinations, Korea Travel Fiesta offered visitors a glimpse of the many experiences awaiting them throughout the country.
The event also drew enthusiastic crowds with a star-studded lineup of Korean and Filipino guests and performers.
K-pop singer Bae Jin Young, who joined the opening ceremony, delighted Filipino fans and added to the excitement of the weekend. Acclaimed hip-hop dance crew BANK TWO BROTHERS brought its powerful choreography and high-energy performances to Manila, while Gwyn Dorado showcased her distinctive vocal talent.
Filipino television personality and host Melai Cantiveros-Francisco, actor Jason Francisco and their children, Mela Francisco and Stella Francisco, also joined the festivities. Stella Francisco, KTO’s Honorary Ambassador for Korea Family Tourism in the Philippines, further highlighted Korea’s appeal as a destination for Filipino families and travelers.
Members of KTO’s K-Creators Club likewise shared their experiences exploring Korea, offering visitors inspiration and practical insights into the country’s destinations, culture and lifestyle.
Experiencing Korea beyond the stage
The celebration went beyond music and entertainment, giving visitors opportunities to experience Korea’s traditions and performing arts.
The Korea Taekwondo Association impressed audiences with an energetic demonstration of the country’s iconic martial art, while the internationally acclaimed Korean performance NANTA brought its distinctive combination of comedy, music, rhythm and high-energy entertainment to the stage.
Across the Music Hall and Central Atrium, immersive experience zones allowed visitors to discover Korean destinations, travel opportunities, cultural experiences, K-Beauty and Korean food through a variety of interactive activities.
The Korean Cultural Center (KCC) added another cultural attraction, giving guests the opportunity to try on a Hanbok, Korea’s traditional attire, and capture their Korea-inspired looks through the Life4Cuts photo experience.
For travelers ready to turn inspiration into an itinerary, KTO’s travel agency partners, online tour operators, airlines and ski resorts provided information on travel packages, airfare promotions, ski products and winter travel opportunities.
The Korea Visa Application Center (KVAC) also offered information and assistance on Korea visa applications, while partner banks introduced credit card programs and benefits that may help eligible travelers manage their travel expenses.
From experiencing Korea to planning the trip
More than a showcase of Korean culture and entertainment, Korea Travel Fiesta 2026 served as a meeting point between Filipino travelers and Korea’s tourism industry.
By combining travel information, interactive experiences, cultural performances and industry promotions, the event gave visitors an opportunity to experience a taste of Korea in Manila while taking practical steps toward planning their next Korean holiday.
For the thousands who visited SM Mall of Asia over the weekend, Korea Travel Fiesta offered more than a glimpse of what awaits in Korea. It provided inspiration to explore beyond the familiar, discover new destinations and turn the idea of a Korean getaway into an actual travel plan.
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