Jeju Island and PATA Join Forces to Drive Growth in MICE Tourism and Sustainability, Enhancing the Island’s Global Competitiveness

Published on December 4, 2025

Jeju Island, South Korea is a globally renowned destination famous for its natural beauty, rich culture, and vibrant tourism sector – is setting a new standard for sustainable and responsible tourism. In a strategic move to further promote Jeju as a global tourism hub, the Jeju Tourism Organisation (JTO) has entered into a landmark partnership with the Pacific Asia Travel Association (PATA). This collaboration aims to enhance responsible tourism on the island while focusing on the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry and boosting sustainable travel practices.

The partnership is set to have a profound impact on Jeju’s tourism sector, bringing together two influential organizations committed to advancing international cooperation, community benefits, cultural preservation, and environmental protection. By focusing on best-practice principles, the collaboration seeks to not only boost Jeju’s competitiveness but also solidify its standing as a leader in sustainable tourism within the Asia Pacific region.

A Momentous Partnership for Jeju’s Future

On December 3, 2025, during the PATA Destination Marketing Forum (PDMF 2025) held in Chiang Rai, Thailand, PATA CEO Noor Ahmad Hamid and JTO CEO Koh Seung Chul signed a Memorandum of Understanding (MoU), formally marking the start of this exciting collaboration. The signing ceremony, witnessed by over 300 tourism professionals from across the globe, marks a key milestone in Jeju’s journey toward sustainable tourism development.

The MoU comes at a significant time for Jeju, as the island celebrates 40 years of unwavering membership with PATA. Having received the prestigious PATA Gold Award twice, Jeju has long exemplified visionary leadership and bold innovation in the tourism sector. The new partnership underscores the shared commitment of both organizations to build a more resilient and sustainable tourism future for Jeju Island, ensuring it remains a premier destination for tourists and business travelers alike.

PATA CEO Noor Ahmad Hamid expressed his enthusiasm for the partnership, saying, “Jeju’s dedication to responsible tourism, its transformative initiatives, and its efforts to set a powerful standard for the Asia Pacific region are truly commendable. We are proud to stand alongside Jeju as it continues to advance its global prominence and reinforces its reputation as one of the world’s most distinguished and inspiring tourism destinations.”

Jeju’s Commitment to Responsible Tourism and Sustainability

Jeju Island is known for its stunning natural landscapes, including UNESCO-listed Jeju Volcanic Island and Lava Tubes, pristine beaches, and lush forests. However, as tourism continues to grow globally, there is an increasing need to balance development with environmental preservation and cultural authenticity. This is where the Jeju Tourism Organisation (JTO) steps in, playing a pivotal role in promoting sustainable travel practices, cultural heritage, and responsible tourism.

The collaboration between PATA and JTO aims to expand on Jeju’s already strong foundation by introducing programs that prioritize the long-term health of the island and its communities. The focus on the MICE industry in particular reflects Jeju’s ambition to not only attract tourists for leisure but also position itself as a global leader in business tourism, attracting high-profile conferences, meetings, and incentives.

Key points of the collaboration include:

• Sustainability Initiatives: Both organizations will jointly promote eco-friendly travel and sustainable practices across Jeju Island, ensuring that visitors can experience the island’s natural beauty without compromising its environmental integrity.
• Cultural Preservation: The partnership emphasizes the importance of preserving Jeju’s rich cultural heritage and promoting authentic experiences that respect local traditions.
• Community Benefits: With a focus on local engagement, the partnership aims to ensure that tourism growth benefits local communities through job creation, cultural exchange, and increased awareness of responsible tourism.
• International Cooperation: The collaboration will enhance Jeju’s international competitiveness, positioning the island as a top destination for global tourism and fostering deeper cross-border cooperation across the Asia Pacific region.

The Future of Jeju: Paving the Way for Global MICE Tourism

As part of the agreement, the Jeju Tourism Organisation will also assume responsibility for promoting the MICE industry within the Jeju Special Self-Governing Province. This is a critical step in boosting Jeju’s reputation as a world-class destination for international business events and conferences. By capitalizing on its natural beauty, excellent infrastructure, and commitment to sustainability, Jeju is poised to become a leader in the MICE tourism sector.

JTO President Koh Seung Chul highlighted the significance of this partnership, stating, “This MoU lays the foundation for Jeju to expand its reach beyond East Asia into the wider Asia Pacific region. Moving forward, our focus will be on strengthening Jeju’s international competitiveness and fostering closer ties with key international stakeholders.”

The island’s strategic location and excellent infrastructure already make it an attractive destination for international business events. With a growing number of visitors, Jeju is becoming a leading player in the global MICE landscape. This collaboration with PATA will only serve to enhance its standing in the increasingly competitive global tourism market.

Key Benefits of the PATA-JTO Collaboration

• Increased International Reach: Jeju’s tourism will extend its influence beyond its regional roots to attract more international visitors, particularly those interested in combining business events with leisure.
• Economic Growth: By promoting the MICE industry, Jeju will benefit from higher visitor spending, longer stays, and an increase in business-related tourism activities.
• Environmental and Cultural Awareness: The collaboration will raise awareness of Jeju’s sustainable practices, ensuring that both locals and visitors are committed to maintaining the island’s unique cultural and natural heritage.
• Stronger Partnerships: The MoU fosters stronger ties between Jeju and other Asia Pacific destinations, paving the way for future international cooperation and tourism development.

Looking Ahead: Jeju’s Role in Responsible Tourism Development

As Jeju continues to evolve as a sustainable tourism destination, this partnership with PATA serves as a testament to the island’s commitment to responsible tourism. The collaboration will provide a framework for future growth, ensuring that tourism development aligns with global best practices in sustainability, cultural preservation, and community development.

With the guidance of PATA, Jeju’s tourism strategies will reflect a holistic approach to destination management, incorporating the needs of local communities, the environment, and the tourism industry. This long-term vision is set to transform Jeju into a beacon of responsible tourism and a model for other regions to follow.

Conclusion: Jeju Island’s Bright Future in Sustainable Tourism

In conclusion, Jeju Island is poised to become a shining example of responsible tourism in the Asia Pacific region. Through its collaboration with PATA, the Jeju Tourism Organisation is taking bold steps toward ensuring that tourism development benefits both the island’s residents and its visitors. By focusing on sustainability, cultural preservation, and community engagement, Jeju is setting a powerful precedent for future generations.

Jeju’s future is bright, with its global influence in the MICE industry set to grow alongside its commitment to preserving the very qualities that make it one of the world’s most stunning destinations. This partnership will not only enhance the island’s international appeal but also ensure that responsible tourism remains at the heart of its strategy.