Rental Cars and Meals... Widespread 'Tourist Destination Premium'
'High Cost of Living' Controversy Hits Image... 16% Drop in Tourists
Recently, Ulleungdo, which has faced a wave of public criticism over issues such as "fatty pork belly" and "overpriced taxi fares," has now come under fire for its "sky-high cost of living." The overall price levels for fuel, accommodation, rental cars, and food and beverages are significantly higher than on the mainland. As a result, tourists are voicing complaints that a three-day trip can easily exceed 1 million won.
According to Ulleung County and other sources on August 14, Ulleungdo must transport various materials, daily necessities, and food supplies from the mainland. This geographic particularity does raise basic living costs, but tourists perceive that current prices have surpassed what could be explained by logistics alone.
Based on Korea National Oil Corporation Opinet data as of August 13, the average domestic price of gasoline is 1,667.70 won per liter, and diesel is 1,537.94 won per liter. However, at the three gas stations on Ulleungdo, gasoline prices range from 1,959 to 1,979 won per liter, and diesel is 1,845 won per liter. This means fueling up on the island costs over 300 won more per liter than on the mainland. Despite Ulleung County providing annual subsidies for marine fuel transportation, the price gap persists. Residents say that with only three gas stations, all offering similar prices, they have no real choice.
Rental Cars and Meals... Widespread 'Tourist Destination Premium'
Rental car fees show a similar trend. During the peak summer season, renting a mid-size sedan for 24 hours costs around 130,000 won in Ulleungdo, compared to 70,000 won in Pohang and about 35,000 to 50,000 won in Jeju. Even if tourists choose not to rent a car and instead transport their own vehicle via the Ulleung Cruise passenger ferry, the round-trip shipping fee for a mid-size sedan is as high as 356,000 won.
Meal prices also vary by restaurant but are generally higher than on the mainland-for example, squid innards soup costs 15,000 won and barnacle rice 20,000 won. Beer, soju, and Makgeolli sold in restaurants are priced between 6,000 and 8,000 won, which is higher than the 5,000 won typically charged in Pohang. Accommodation costs also vary depending on the facility, but tourists consistently report that they are higher than on the mainland.
When factoring in the round-trip ferry fare between Pohang and Ulleungdo, which is 180,000 won including fuel surcharges, and the fees for various paid tourist attractions, the total cost for a solo traveler renting a car for a three-day trip to Ulleungdo easily exceeds 1 million won.
'High Cost of Living' Controversy Hits Image... 16% Drop in Tourists
The controversy over high prices has recently spread further through several YouTube videos. One YouTuber posted a video of a restaurant serving pork belly where nearly half the portion was fat, while another exposed a taxi that charged more than twice the expected fare by taking a route completely different from what was shown on a map app. In response, Ulleung County Governor Nam Han-gwon issued a statement on July 22, saying, "I sincerely apologize for the recent issues regarding the overall quality and pricing of tourism services."
The high cost of living has led to a decline in tourist numbers. In the first half of this year, about 169,142 people visited Ulleungdo, a decrease of roughly 16% compared to 197,077 during the same period last year. One tourist commented, "Even considering that it's a tourist destination and an island, the prices are excessively high, so I don't want to spend this much money to come again."
Experts warn that Ulleungdo's high prices could lead to a long-term decline in repeat visits and damage the region's image. Without price rationalization and improvements in service quality, any short-term increase in tourism revenue will not be sustainable. They advise that overall price management and restoring trust are necessary to revitalize the local economy.
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