Foreign Tourism to Jeju Island Soars with More thsn Seventeen Percent Increase in Visitors, Driven by K-Drama Popularity, APEC 2025 Promotion, and Regional Tourism Growth

Published on December 21, 2025

There has been a substantial rise in international tourist traffic in Jeju Island, with an increase of 17.5% in foreign visitor numbers compared to the previous year. The principal reason behind this rise in tourist numbers can be attributed to the popularity of a Netflix K-drama series that was shot in the region, as there has been an increasing inclination towards discovering travel spots other than the ones located in South Korea’s metros. The Netflix series, ‘When Life Gives You Tangerines’ that captures the day-to-day life in the fishing villages of Jeju, has been a significant contributor to the rise in tourist numbers in the region as it stands at the top of the list of the non-English television series in the Netflix rankings.

Impact of the Netflix Series on Jeju Island’s Tourism

Following the release of the four-part series in March 2025, Jeju recorded consistent monthly increases in foreign visitor numbers from April onwards. The series, set against the backdrop of Jeju’s iconic landscapes, has piqued international interest in the island’s culture and natural beauty, drawing a new wave of travelers eager to experience the fishing villages and traditions highlighted in the show.

As of November, Jeju Haenyeo Museum, dedicated to the female divers of Jeju featured in the series, saw a 58.9% year-on-year increase in foreign visitors, attracting nearly 50,000 tourists. This underscores the growing global fascination with Jeju’s heritage, with travelers eager to connect with the stories portrayed in the series.

Growing Share of Foreign Visitors to Jeju Island

According to data from the Korea Culture and Tourism Institute, the share of foreign tourists visiting Jeju among all international visitors to South Korea has been steadily increasing for three consecutive quarters in 2025. In the third quarter, the figure rose to 10.5%, a 0.6 percentage point increase from the same period in 2024. This surge in foreign visitors reflects the increasing appeal of Jeju Island as a tourism destination that offers unique, off-the-beaten-path experiences beyond the well-known urban centers of Seoul and Busan.

Expanding Regional Tourism: A Focus on North and South Gyeongsang Provinces

While Jeju Island is leading the charge, North Gyeongsang and South Gyeongsang Provinces are also experiencing growth in foreign tourist numbers. North Gyeongsang, home to Gyeongju, the site of the APEC 2025 summit, saw a 21% increase in foreign visitors between January and November 2025. Gyeongju alone recorded a 17% growth, with the summit, held from October 31 to November 1, driving international attention to the region.

In South Gyeongsang Province, particularly in Busan, there’s been a notable shift as tourists are expanding their range of travel to nearby destinations. Local governments are promoting longer-stay and interconnected tourism packages, encouraging visitors to explore not only Busan but also surrounding areas, which has contributed to regional growth.

Future Tourism Impact: Shaping Sustainable Travel and Diversified Regional Growth

The surge in tourism to Jeju Island and other regional destinations in South Korea signals a shift in tourism patterns, driven by both popular media and government initiatives. The success of “When Life Gives You Tangerines” highlights the growing power of media in influencing travel choices, with K-drama tourism becoming a key driver of global interest in South Korean destinations.

Looking ahead, Jeju Island’s tourism industry is likely to continue benefiting from the ongoing global K-drama phenomenon, which has proven to be an effective tool for promoting local culture and authentic experiences. As international visitors seek more diverse and immersive travel experiences, destinations like Jeju, which offer a unique blend of natural beauty, traditional culture, and modern attractions, will remain at the forefront of tourism growth.

Additionally, the APEC 2025 summit and other initiatives designed to promote regions like Gyeongju will further contribute to South Korea’s tourism diversification. By spotlighting less-explored regions, South Korea is encouraging travelers to venture beyond traditional urban hotspots, stimulating economic growth in areas that were previously underrepresented on the international tourism map.

Jeju Island and Regional Tourism Poised for Continued Growth

As the dynamics of tourism in South Korea continue to change, it is expected that Jeju Island will continue to be a leading player in the tourism sector, whether it is related to leisure tourism and cultural tourism. The increased interest in Jeju Island becoming a must visit destination, boosted by media tourism and a tourism campaign, will continue to see increased numbers of foreign and local visitors visiting the destination. Other destinations, including Gyeongju and Busan, will also see increased numbers of people taking advantage of the growing need to visit new destinations in South Korea, and this will be a factor in improving the economy of the destinations due to increased and sustainable growth of the tourism sector in South Korea.