Jeju Island Teams Up with PATA to Strengthen Responsible Tourism and MICE Development

Published on December 3, 2025

Jeju Island is setting a new standard for tourism sustainability with a groundbreaking partnership with the Pacific Asia Travel Association (PATA). On December 3, 2025, at the PATA Destination Marketing Forum held in Chiang Rai, Thailand, Jeju Tourism Organization (JTO) and PATA signed a historic Memorandum of Understanding (MoU) to advance responsible tourism and promote sustainable travel on the island. This new collaboration signals a significant shift in Jeju’s approach to tourism, aligning with global demands for eco-friendly and culturally conscious travel.

The partnership aims to bolster Jeju’s tourism sector by focusing not only on increasing tourist numbers but also on ensuring that the growth is sustainable and beneficial for both the environment and local communities. This agreement marks the beginning of a strategic effort to balance tourism development with environmental preservation, a step that Jeju hopes will make the island a model for sustainable tourism practices in the Asia-Pacific region.

Collaboration Focuses on Responsible Tourism and MICE Industry Growth

One of the central objectives of this collaboration is to enhance responsible tourism, ensuring that visitors to Jeju are encouraged to travel in ways that protect its unique environment, cultural heritage, and local communities. The partnership will promote eco-tourism and create awareness about sustainable travel practices, which are becoming increasingly important to travellers worldwide.

Additionally, the agreement includes a strong emphasis on promoting Jeju as a top MICE (Meetings, Incentives, Conferences, and Exhibitions) destination. Jeju Tourism Organization, in partnership with PATA, will work to position the island as a competitive location for international events, conferences, and business gatherings. This will open up new opportunities for Jeju to diversify its tourism economy, relying not only on leisure visitors but also on corporate tourism, which is known for its high economic impact.

The development of MICE tourism is expected to help manage the influx of visitors by attracting business travelers who visit during off-peak seasons, reducing the pressure on the island’s popular tourist spots. This shift in focus will also increase Jeju’s visibility on the global tourism stage and showcase its capabilities to host international events, conferences, and exhibitions, all while adhering to sustainable tourism practices.

Benefits for Jeju’s Long-Term Tourism Strategy

The partnership between PATA and Jeju Tourism Organization is poised to deliver both short-term and long-term benefits to Jeju’s tourism industry. By focusing on responsible tourism, the collaboration will contribute to the preservation of Jeju’s natural beauty and cultural heritage, while still fostering economic growth through tourism. The island is expected to see a rise in travellers seeking authentic, eco-conscious experiences that align with their values.

Furthermore, the partnership with PATA provides Jeju with access to a wide network of industry experts, resources, and best practices. This knowledge-sharing framework will help Jeju refine its tourism policies and practices, ensuring that the island can handle increasing visitor numbers without compromising its core values. Jeju’s commitment to sustainable growth aligns with global tourism trends, making it an attractive destination for both leisure and business travelers who are prioritizing eco-friendly and socially responsible travel options.

How the Partnership Will Shape Jeju’s Future

The agreement focuses on advocacy, awareness-building, and collaborative event hosting, setting the stage for future PATA events on Jeju Island. These events will not only raise the island’s profile but also encourage other destinations to adopt similar sustainable tourism practices. Jeju’s success in implementing these initiatives could serve as a blueprint for other destinations in the region, reinforcing the message that responsible tourism is not only possible but also beneficial for all involved.

For travelers, this partnership provides an opportunity to experience Jeju in a more meaningful and sustainable way. Visitors can enjoy the island’s scenic beauty and vibrant culture, knowing that their presence contributes to the preservation of the environment and local communities. With growing interest in responsible travel, Jeju is positioning itself as a destination that offers both relaxation and a deeper connection to nature and culture.

Looking Ahead: A Sustainable Future for Jeju Island

The collaboration between Jeju Tourism Organization and PATA marks the beginning of a new chapter for Jeju Island’s tourism industry. The island is committed to becoming a global leader in responsible tourism while embracing growth through business tourism and MICE events. By focusing on sustainability and community benefit, Jeju ensures that its tourism sector can thrive without compromising the values that make it a unique and treasured destination.

As more travelers seek destinations that prioritize environmental conservation and cultural preservation, Jeju is well-positioned to meet these expectations. This partnership reflects a shared vision for tourism that respects the land, the people, and the future, ensuring that Jeju remains a top travel destination for years to come.