Preference for Domestic Travel During "Bridge" Holidays
Success of "Poksak Soksassuda" and Strong Japanese Yen Drive Demand
"Long-Term Sustainability of the Trend Remains to Be Seen"
The number of travelers to Jeju Island, which had previously slowed due to controversies over price gouging, has surged. Analysts attribute this trend to several factors: the preference for relatively convenient domestic travel over long-distance overseas trips during the so-called "bridge" holidays, the popularity of the Netflix drama 'Poksak Soksassuda', the strong Japanese yen, and various airline promotions.
According to the airline industry on May 6, all flights to Jeju operated by major carriers such as Korean Air, Asiana Airlines, and Jeju Air were sold out during the May golden holiday period (May 1-6). Most routes to and from Jeju during this period were fully booked even before the holiday began, and the few remaining seats were sold at prices more than twice the usual fare.
Between February and March this year, the number of tourists visiting Jeju decreased by 11.5% compared to the same period last year. The decline in domestic tourists increased from 6.2% at the end of last year to 13%. Analysts say that even Koreans have turned away from Jeju due to the perception that high prices have made the destination less cost-effective. In particular, the number of domestic tourists visiting Jeju has decreased each year over the past three years: 13,803,058 in 2022, 12,661,179 in 2023 (down 8.3% year-on-year), and 11,861,654 in 2024 (down 6.3%). However, thanks to the golden holiday at the beginning of this month, the cumulative number of tourists as of May 5 reached 221,468, a 4.2% increase compared to 212,612 during the same period last year.
The airline industry believes that the popularity of the Netflix drama 'Poksak Soksassuda', set in Jeju, has fueled travel demand. As the landscapes and culture of Jeju featured in the drama have gained renewed attention, major filming locations such as Gimnyeong Beach, Jejumok Gwana, and Seongsan Ilchulbong have emerged as so-called "pilgrimage" sites for fans. Additionally, the strong Japanese yen has made trips to Japan?previously considered an alternative to Jeju?more expensive. Japanese authorities have also significantly increased accommodation taxes and entrance fees at major tourist sites to mitigate the negative effects of overtourism, which has further contributed to the recovery of travel demand to Jeju.
Airlines also launched various promotions for the golden holiday, including operating special mileage flights to Jeju and issuing discount coupons for round-trip tickets, which further boosted interest in traveling to Jeju.
Seafood worth 50,000 won purchased by YouTuber A, who lives in Jeju, at Yongduam. Screenshot from YouTube
Jeju Island itself is making efforts to eliminate issues such as price gouging by forming a public-private council called "Making Jeju Tourism More Cost-Effective" and implementing related initiatives.
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