CORON, PALAWAN — The breathtaking limestone cliffs and crystal‑clear lagoons of Coron are about to capture the attention of millions of viewers worldwide. The Australia‑Philippines Business Council is pushing an experiential tourism model that will place this Palawan paradise on Channel 9's Explore TV, a travel program syndicated to more than 400 countries in 72 languages. The planned filming in Southern Philippines destinations includes Coron, selected specifically for its extraordinary natural attractions.
APBC President Rafael Toda announced the initiative during an international media visit program managed by Australia's Department of Foreign Affairs and Trade. The campaign marks 80 years of diplomatic relations between the two countries and represents a deliberate shift away from conventional destination promotion. "We are a different destination. We want something experiential. We want something that says, 'Wow, that is so unique, I want to go back,'" Toda said.
An Experiential Approach That Converts Viewers to Visitors
What sets this campaign apart is its direct link to travel bookings. The APBC is coordinating with a travel group to develop vacation packages that mirror the exact itineraries featured on the television program. This allows viewers to immediately book the experience they just watched, transforming passive interest into confirmed reservations.
The production follows an earlier season that showcased northern Philippine destinations, including Manila, Baguio, and Pampanga. The inclusion of Coron in the upcoming season reflects the growing international appetite for Palawan's unique landscapes. The campaign is backed by the Department of Tourism and Philippine Airlines, which specifically requested Coron's inclusion due to its direct flight connections, making the destination easily accessible to Australian travelers.
Palawan's Moment on the Global Stage
Filming is tentatively planned for later this year or early next year, though schedules remain flexible due to broader economic pressures. The APBC aligns its commercial initiatives with Australia's Southeast Asia Economic Strategy to 2040, which identifies tourism among its priority sectors for bilateral growth.
Australian travelers have been identified by the DOT as a key source market. They tend to stay longer and return frequently, particularly to destinations known for beaches, diving, nature tourism, and cultural experiences. The large Filipino community in Australia, numbering over 400,000, provides an additional bridge between the two countries. For Coron, the television exposure represents an unprecedented opportunity to showcase its lagoons, wreck diving sites, and pristine islands to a global audience seeking authentic, unforgettable travel experiences.
