Action Plans Established for Seven Sectors Including Accommodation, Transportation, and Restaurants
Jeju Special Self-Governing Province is accelerating the activities of its public-private consultative body for the "Creating High Value-for-Money Jeju Tourism" initiative to revitalize the tourism market. In particular, the province will maintain the prices for beach parasols and benches at a level 50% lower than the regular rate for the second consecutive year, and will finalize and implement practical action plans in seven sectors within this month.
The "Creating High Value-for-Money Jeju Tourism" project, launched to promote fair pricing and the spread of friendly service in the tourism industry, involves cooperation among relevant departments of the province and administrative cities, tourism associations, and business-related organizations across seven sectors: accommodation, transportation, restaurants, tourist attractions, travel agencies, golf courses, and beaches. The initiative encourages the participation of tourism-related businesses within the province.
Jeju Province has identified that the industry practice of switching from off-season discounted prices to regular peak-season prices is often perceived by tourists as high prices and overcharging. Additionally, the quality of service is not considered high enough compared to the elevated prices during the peak season, leading to criticism that Jeju tourism offers poor value for money. In response, the province has decided to identify and address key areas for improvement in this regard.
The practical action plans for each of the seven sectors will be developed in consultation with relevant organizations, and specific implementation measures will be rolled out within May.
In the accommodation sector, the focus will be on addressing inconsistent refund policies among businesses, outdated facilities and hygiene issues, and improving service quality relative to high accommodation fees.
In the transportation sector, the province plans to revise the "Jeju Special Self-Governing Province Rules on Calculation of Car Rental Fees" to establish fair rental car pricing and improve customer service as key action items.
For restaurants, measures to improve dining costs will include the installation of menu boards reflecting changes in menu ordering units, recommending "good price" establishments that lower prices, and providing hospitality training through a service academy for restaurant staff.
In the tourist attractions and festival sector, ensuring fair pricing at major festival venues has been selected as a key action item. The province will publicly display sales prices at event sites and operate an overcharging reporting center to improve the image of local festivals.
In the travel agency sector, the focus will be on fostering a healthy and economical travel culture in Jeju. The province will provide accurate information on optional tours and will conduct crackdowns and guidance activities targeting unlicensed guides who damage the image of Jeju tourism.
In the golf course sector, the province aims to stabilize public golf course usage fees by promoting inspections of posted prices and ensuring the successful implementation of the golf course price ceiling system, which has been in effect since December 2022.
For beaches, the province has completed prior consultations with relevant village and youth associations to maintain the prices for parasols and benches at a level 50% lower than the regular rate for the second consecutive year, thereby establishing a culture of reasonable pricing.
Since the launch of the public-private consultative body for "Creating High Value-for-Money Jeju Tourism" in April, readiness assessment meetings by administrative city and practical campaigns centered on major festival venues have been expanding. Related organizations are also conducting fair pricing campaigns.
The Jeju Tourism Association has previously emphasized the voluntary participation of tourism businesses within the province to create "a Jeju you want to visit and revisit" through industry-specific meetings.
With the off-season approaching in June, Jeju Province will support the operation and promotion of industry events and activities organized by the tourism sector to stimulate tourism. Through these efforts, the province aims to instill a vibrant image of Jeju tourism for visiting tourists.
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