Jeju Black Pork Duruchigi and Jeju Makgeolli. Reporter Lim Yo-hee 

Jeju Special Self-Governing Province and the Jeju Tourism Association (Chairman Kang Dong-hoon) held a 'Jeju Tourism Briefing for Seoul Metropolitan Area Media' on the 11th at the HJ Business Center in Gwanghwamun, Seoul, to announce the main achievements of the tourist attraction marketing efforts throughout 2025 and share the direction of Jeju tourism for the upcoming year 2026.

As of November, domestic tourists numbered 10.61 million, a 3.1% decrease compared to the previous year. However, a significant rebound began in October in the latter half of the year, showing a gradual recovery. This is analyzed as the effect of various support policies and on-site marketing for the revitalization of educational travel, undertaken collaboratively by Jeju Province and the Provincial Tourism Association.

Specifically, key drivers for the rebound in domestic tourists and successful outcomes included: △Support for 'Tamnajeon' (local currency) based on the type of group tourists visiting Jeju △Incentive support for group tourists using ferry services △Support for attracting elementary, middle, and high school field trips from outside the province. Furthermore, marketing centered on on-site communication, such as △Circuit marketing across 12 regional educational offices nationwide △On-site Jeju tourism promotion for the general public conducted in 6 major cities nationwide △Successful hosting of the Jeju International Tourism Marathon Festival with over 10,000 participants, played a crucial role.

In addition, efforts to attract foreign tourists to strengthen Jeju tourism's international competitiveness also yielded tangible results.

Joint and individual sales efforts targeting cities with direct international flights led to a 17.2% increase in foreign arrivals compared to the previous year. New friendship agreements were signed with private tourism organizations from overseas, including China, Japan, and Southeast Asia, marking the full-scale resumption of international exchanges that had been subdued since COVID-19.

Jeju Special Self-Governing Province and the Jeju Tourism Association held a 'Jeju Tourism Briefing for Seoul Metropolitan Area Media' on the 11th at the HJ Business Center in Gwanghwamun, Seoul, to announce the main achievements of the tourist attraction marketing efforts throughout 2025 and share the direction of Jeju tourism for the upcoming year 2026. ⒸHanmi Ilbo

The association also outlined its marketing direction for the coming year, aiming to strengthen on-site marketing by expanding the scale of nationwide mobile road promotions and launching a new initiative for mobile Jeju tourism information centers that will travel across the country. Additionally, plans are underway to create a Jeju Gourmet Road to diversify themed travel experiences in Jeju.

"Based on the achievements confirmed through our 2025 tourist attraction marketing efforts, we will respond to the diversification of tourist types in 2026 and strengthen demand-tailored, on-site focused promotion to steadily expand the demand for visiting Jeju," stated Kang Dong-hoon, Chairman of the Jeju Tourism Association.

Reporter Lim Yo-hee