The Spectacular 'Revival' of Jeju Island, Once Overlooked
Complaints Resurface
Toward 'Sustained Recovery,' Not a Temporary Rebound
Jeju Island, which had been shunned by domestic tourists due to controversies such as "overcharging," is showing signs of tourism recovery by successfully rebounding during the peak summer season. However, there are growing concerns that the hard-won increase in tourism demand may once again decline, as complaints about overcharging, hygiene, and service continue to be filed. Calls are rising for systematic responses and meticulous management.
The Spectacular 'Revival' of Jeju Island, Once Overlooked
On the afternoon of the 16th, when the heatwave continued, vacationers were cooling off by playing in the water at Jungmun Beach in Seogwipo, Jeju. The photo is not directly related to the main content. Photo by Yonhap News.
With the summer vacation season underway, Jeju's tourism market is showing a clear rebound. After experiencing a slump due to decreased domestic demand since 2023, the atmosphere has shifted starting this summer.
According to the Jeju Tourism Association on August 26, the number of domestic and international tourists who visited Jeju last month was 1,267,344, an increase of 5.6% compared to the same period last year (1,199,685). From August 1 to 23, the number of inbound tourists was 993,412, up 3.3% from the same period last year (962,082).
Notably, according to the travel platform Trip.com on August 7, Jeju Island ranked first in airline ticket reservations for July and August this year. It surpassed all popular overseas destinations, including Japan (2nd), Vietnam (3rd), China (4th), and Thailand (5th).
Complaints Resurface
On the 10th, vacationers enjoyed water activities at Hamdeok Beach in Jocheon-eup, Jeju City. The photo is not directly related to the content of the text. Photo by Yonhap News.
However, as the recovery continues, complaints are also on the rise. During the July-August vacation period, a variety of issues have been posted on the complaint board of Jeju Island's official website, including unfulfilled promises to standardize beach facility usage fees, hygiene problems at accommodations, museums, and waiting rooms, and inconvenience with bus services.
On August 23, a tourist posted under the title "Beach Parasol Overcharging," stating, "I thought the parasol fee was 20,000 won, but here they charged 30,000 won." The post included a news article in which Jeju Island announced in May that it would standardize rental fees for amenities at all designated beaches to 20,000 won for parasols and 30,000 won for platforms. The tourist wrote, "They said it was set at 20,000 won, but here they are openly charging 30,000 won. Supervision and management are needed."
Another visitor pointed out the foul odor in the restroom at the Biyangdo ferry terminal, while others highlighted issues such as moldy air conditioner smells on buses and poor management of museum exhibits. A solo traveler to Jeju complained, "Most restaurants refused to serve single diners," expressing discomfort. Other opinions included disappointment that major terminal stops were too small, forcing people to wait outside in the sun, and requests to increase airport bus frequency during peak season.
Toward 'Sustained Recovery,' Not a Temporary Rebound
On the morning of the 6th, tourists visiting Donghwa Village in Songdangri, Gujwa-eup, Jeju City, are seen touring a garden where tree hydrangea flowers are in full bloom. The photo is not directly related to the content of the text. Photo by Yonhap News
Recently, in an effort to restore trust in tourism and shed its reputation for overcharging, Jeju Island's government, tourism industry, and village associations have set prices at half or less than previous rates and are conducting extensive promotions at the provincial level. However, in reality, there are still cases where unified guidelines are not followed, or minor inconveniences lead to tourist complaints.
Experts emphasize, "Since 'overcharging controversies' repeatedly occur at major tourist destinations nationwide, Jeju Island must respond proactively or risk reversing its hard-earned recovery. Comprehensive quality management is needed, not only in terms of pricing but also in service and hygiene management."
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