Continued Decline in Domestic Tourists
Jeju on Edge Over Possible Drop in Chinese Visitors
The tourism industry in Jeju is on edge. Amid a continued decline in domestic tourists, there is now a possibility that even the Chinese tourists, who have served as a crucial support, may decrease. This comes as the government announced plans to expand visa-free entry for Chinese group tourists nationwide beyond Jeju starting from the third quarter.
According to Jeju Tourism Organization on the 30th, the total number of tourists visiting Jeju last year reached 13.76 million, a 3.0% increase from the previous year. This growth was thanks to an increase in foreign tourists. While domestic tourists decreased by about 800,000, foreign tourists more than doubled to 1.9 million. Among them, Chinese tourists accounted for 1.38 million, making up 73% of all foreign visitors. Compared to 2023 (around 410,000), this is a more than threefold surge.
The trend has remained similar this year. In January alone, the total number of tourists visiting Jeju was 980,000, down 7% from the previous year. Of these, domestic tourists numbered 860,000, a 10% decrease, while foreign tourists reached 120,000, a 20% increase. High inflation, overcharging controversies, and increased overseas travel have been cited as reasons for the decline in domestic visitors.
Additionally, flights, which are a key transportation means for domestic visitors, are also decreasing. This year, the Jeju-Gimpo route is planned to operate 799 flights per week, which is 15 flights (1.8%) fewer than the 814 weekly flights during last year’s summer season.
The government’s plan to expand visa-free entry for Chinese group tourists has also emerged as a variable. Currently, visa-free entry is only permitted for Jeju. According to the "Special Act on the Establishment of Jeju Special Self-Governing Province and the Creation of an International Free City," since 2002, foreigners from countries excluding those designated as terrorism-supporting nations have been allowed to stay visa-free for 30 days in Jeju to attract tourists. However, from the third quarter, this will be temporarily expanded nationwide to cities such as Seoul and Busan. As tourist dispersion becomes inevitable, Jeju’s existing competitive advantage will weaken. Signs of change are already appearing. In January, foreign tourists visiting Busan reached 200,000, a 40% increase compared to the same month last year. Once nationwide competition for tourists intensifies, Jeju’s relative monopoly effect is likely to disappear.
In response, Jeju Province has acted swiftly. Through the "Gift of Jeju" campaign worth 5 billion KRW, incentives for group tourists will be increased, and support for related industries such as accommodation, food, and shopping will be provided. There is also a plan to cover half the cost of the "Jeju-style One Pass" tourism free pass for those who obtain a digital tourism certificate.
Efforts to pioneer new markets such as Taiwan are also underway. Jeju Tourism Organization is operating a familiarization tour for travel agencies and local media targeting the Jeju-Gaoxiong (Taiwan) direct flight route, which is resuming after five years. They are also promoting tourism content highlighting filming locations of the Korean drama "Poksak Soksassuda." T’way Air plans to operate the Jeju-Gaoxiong direct flight four times a week soon. This route was suspended after COVID-19 but is now being revived. Last year, the number of Taiwanese tourists visiting Jeju surpassed 150,000, setting a record high.
Experts diagnose that structural improvement of Jeju tourism is urgent. They emphasize that mid- to long-term trust recovery through content upgrading, resolving unfriendliness, and improving service quality is more important than short-term incentives. A tourism industry official said, "It is necessary to diversify strategies away from a structure centered on Chinese tourists by securing various direct flight routes and leveraging Hallyu content."
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