BIZ BUZZ: PAL chases the K-Wave
While the government is working to lure more South Koreans to the Philippines, flag carrier Philippine Airlines (PAL) is making it a little easier for Filipinos to head the other way.
PAL has teamed up with the Korea Tourism Organization to launch a group travel promotion offering discounts of up to 15 percent on flights to Seoul and Busan, banking on the enduring appeal of “Hallyu,” or the Korean Wave, among Filipino travelers.
This campaign comes as South Korea remains one of the most sought-after overseas destinations for Filipinos, thanks to the enduring global influence of Korean dramas, K-pop, beauty products and cuisine.
Under PAL’s limited-time offer, groups of three traveling under a single booking reference can enjoy up to 15 percent off base fares, while groups of two can receive a 10-percent discount. The promo is available for both one-way and round-trip flights, with bookings open until July 18.
“For those who have long dreamed of stepping into their favorite K‑drama scenes or discovering Korea beyond the screen, this makes it easier to turn that inspiration into reality,” the Lucio Tan-led carrier said.
PAL’s latest offering is as timely as it is trendy. Because while the airline is encouraging more Filipinos to visit South Korea, the government is simultaneously working to reverse a decline in South Korean arrivals to the Philippines, after the market lost its spot as the country’s biggest source of foreign tourists to the United States.
From January to May, arrivals from South Korea fell 9.56 percent to 501,789, trailing the United States’ 531,859 visitors during the same period.
Even so, it is undeniable that the two countries remain deeply connected by tourism. Thus, as the government works to win back Korean visitors, PAL is betting that Filipino travelers’ fascination with all things Korean will continue to keep flights heading the other way full.
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