Jeju Surpasses 1 Million Tourists Early This Year

"Beyond Quantitative Growth, Aiming for Qualitative Advancement"
Up 16.9% Year-on-Year, Signaling Stable Recovery
Lunar New Year Holiday Expected to Boost Demand... Strengthening Overseas Marketing

Jeju Airport bustling with tourists. As of the 28th, the number of tourists visiting Jeju this year has surpassed 1 million, with the first-floor arrivals hall at Jeju International Airport crowded with incoming visitors. Jeju Island announced that the number of tourists has increased by approximately 16.9% compared to the previous year, showing a steady recovery. Photo by Changwon Park

The number of tourists visiting Jeju has continued to rise, with cumulative arrivals surpassing 1 million as of January 28. This figure represents an increase of approximately 16.9% compared to the same period last year, signaling that Jeju's tourism market is entering a phase of gradual and stable recovery.

On January 29, the Jeju Special Self-Governing Province announced that the cumulative number of tourists had exceeded 1 million as of January 28. Compared to the past three years (2023-2025), when the 1 million mark was reached between late January and early February, this year’s milestone was achieved earlier than usual. Specifically, the 1 million mark was reached on January 30 in 2023, January 29 in 2024, and February 1 in 2025.

This achievement is largely attributed to an increase in family travelers during the winter vacation season and the growing popularity of small-scale, individual free independent travel (FIT). The province plans to use this performance not as a temporary spike, but as a foundation for establishing a stable flow of tourism throughout the year. In particular, with a five-day Lunar New Year holiday scheduled in February, the tourism market is expected to gain further momentum in the first quarter.

Jeju is not content with the external growth of simply increasing arrival numbers, but is instead aiming for “substantive growth” by implementing customized strategies for each market segment.

For the domestic tourism market, the focus will be on stable demand management and encouraging repeat visits. To this end, the main theme for 2026 will be “The Jeju Four Seasons,” with seasonal, stay-type, and everyday tourism content arranged throughout the year to encourage steady visitation. In addition, campaigns such as “Promise with Jeju” and the digital tourism pass “Nowda” will be used to accelerate the creation of a sustainable tourism ecosystem.

For the international tourism market, differentiated strategies will be applied by country and region. In the Chinese-speaking market, the approach will shift from mass group tours to high-end premium products that highlight Jeju’s unique strengths in wellness, nature, and gastronomy, aiming to enhance the quality of tourism consumption.

Japan, considered the market with the highest recovery potential, will see intensified marketing efforts focused on major hub cities with direct flights to Jeju. Recently, Jeju Governor Oh Younghun visited Fukuoka and conducted sales activities targeting the local industry, which aligns with this strategy.

To develop new markets such as Europe, Jeju will pursue a “major Asian hub airport connection strategy.” By leveraging the extensive international networks of major Asian hub airports like Singapore, Hong Kong, and Taiwan, the province aims to attract transfer demand to Jeju, overcome the limitations of direct flights, and expand its reach in the global market.

Kim Yangbo, Director of Tourism Exchange at Jeju Province, stated, “Surpassing 1 million visitors is a positive sign confirming the recovery of Jeju tourism. We will not be satisfied with short-term results, but will build a solid foundation for growth in both domestic and international markets to establish a sustainable structure for Jeju tourism.”