MANILA – The Department of Tourism (DOT) is interested to partner with more celebrity tourism ambassadors as part of its push to increase arrivals from key source markets, Secretary Christina Frasco said.

Frasco made the statement after the DOT signed a partnership deal with South Korean actor Seo In-guk on Friday.

“We've already done it with Japan, with Alan Shirahama. And of course, we're looking to our other top source markets for globally known celebrities as well,” she said in an interview in Makati City.

The Philippine Tourism Ambassador program is a DOT-led initiative, implemented along with its marketing arm, the Tourism Promotions Board.

It aims to invigorate arrivals, especially from key markets by collaborating with popular personalities from the target country.

In 2023, the DOT tapped Japanese celebrity Alan Shirahama, a member of the Japanese boy band Exile, who is also known for his roles in Daytime Shooting Star, Prince of Legend, and One in a Hundred Thousand.

With Seo, the DOT said it hopes to maximize the South Korean star’s huge following on social media and attract more South Koreans, especially those from his fan base, to travel to the Philippines.

Frasco has yet to identify what market the DOT is targeting for its next celebrity tourism ambassador.

The country's top sources for inbound visitors are South Korea, the United States, Japan, China, Australia, Canada, Taiwan, the United Kingdom, Singapore, and Malaysia. (PNA)