Jeju Tourism and PATA Sign MoU to Advance Sustainable Tourism, Here’s What You Need to Know

Published on December 3, 2025

The Pacific Asia Travel Association, in association with the Jeju Tourism Organization, inked an important Memorandum of Understanding on December 3, 2025, at Chiang Rai, Thailand, marking a new chapter in the development of responsible and sustainable tourism to Jeju Island in the Republic of Korea. It was aimed at placing a firm emphasis on sustainable travel practices, growing Jeju’s standing in the global MICE sector, and setting a foundation for future events to be hosted on the island.

Advancing Responsible Tourism on Jeju Island

The MoU, signed during the PATA Destination Marketing Forum 2025, brings together over 300 tourism professionals from around the world to discuss the future of tourism. It establishes a comprehensive framework for long-term cooperation between PATA and JTO, with a strong focus on responsible tourism, sustainable development, and international collaboration. This agreement is designed to ensure Jeju Island not only remains a top tourist destination but does so in an environmentally and culturally responsible manner.

PATA’s commitment to responsible tourism aligns perfectly with Jeju’s vision for the future. The island has long been a leader in sustainable tourism practices, and this MoU represents a significant step in further strengthening its global position. Through this partnership, Jeju aims to enhance its reputation as a prime destination for responsible travel, all while maintaining the island’s unique natural and cultural heritage.

Strengthening Jeju’s Global MICE Position

One of the key aspects of the MoU is its emphasis on strengthening Jeju’s position in the MICE (meetings, incentives, conferences, and exhibitions) industry. With JTO taking responsibility for MICE industry promotion in the Jeju Special Self-Governing Province, this collaboration is expected to drive growth and innovation in the sector. The MoU outlines plans to improve the infrastructure and services necessary to attract international events and conferences to Jeju.

JTO President Koh Seung Chul expressed his optimism about the partnership, stating, “This MOU has laid the groundwork for Jeju to expand its reach beyond East Asia into the wider Asia Pacific region. Moving forward, we will work tirelessly to enhance Jeju’s international competitiveness, ensuring the island becomes a premier destination for global MICE events.”

The global MICE industry continues to grow, with more countries and regions vying for the attention of international event planners. By focusing on sustainability, innovation, and community engagement, Jeju aims to become a leading destination in this competitive industry, attracting top-tier conferences and exhibitions from around the world.

Focus on Sustainability, Cultural Preservation, and Community Benefits

The MoU between PATA and JTO places a strong emphasis on sustainability, cultural preservation, and the social impact of tourism. Both organizations recognize the importance of maintaining Jeju’s environmental integrity and cultural heritage while promoting tourism that benefits local communities. The shared effort to implement best practices in the MICE industry will not only focus on attracting events but will also ensure that tourism on the island contributes positively to the surrounding community and environment.

Through joint advocacy, knowledge sharing, and event organization, the partnership aims to encourage responsible tourism that aligns with the principles of environmental protection, social inclusion, and cultural preservation. The sustainable approach to tourism on Jeju Island will help guide other regions in the Asia Pacific and beyond, setting a new benchmark for responsible travel.

Impact on Tourists and the Local Community

The partnership between PATA and JTO has the potential to significantly impact both tourists and the local community. For visitors, Jeju offers a unique opportunity to experience a destination that blends natural beauty with a strong commitment to sustainability and cultural preservation. Tourists can enjoy a wide range of activities on the island, from hiking the scenic Hallasan Mountain to exploring UNESCO World Heritage Sites like the Jeju Volcanic Island and Lava Tubes, all while knowing that their travel choices are contributing to the island’s long-term sustainability.

For the local community, the MoU’s emphasis on cultural preservation and community benefits will ensure that tourism continues to play a positive role in the economy. Sustainable tourism practices will create jobs, support local businesses, and help preserve the cultural traditions that make Jeju Island so unique.

The collaboration also brings an opportunity for local businesses to grow, as increased international tourism, particularly in the MICE sector, will lead to greater demand for accommodations, transportation, and services. The long-term benefits of this collaboration are expected to ripple through the local economy, creating a more resilient and diverse tourism ecosystem.

Preparing for a Future PATA Event in Jeju

One of the exciting aspects of the MoU is the groundwork it lays for a future PATA event in Jeju. The event, which will bring together tourism professionals from around the world, will serve as a platform to showcase Jeju’s tourism offerings, its commitment to sustainability, and its role as a leader in the MICE industry. The event will provide an opportunity for Jeju to highlight its unique culture, sustainable tourism practices, and modern infrastructure to an international audience, positioning the island as a premier destination for both leisure and business travelers.

The potential for Jeju to host PATA’s international events will not only elevate its profile within the tourism industry but also contribute to the development of local infrastructure and the strengthening of global partnerships within the tourism sector.

A Promising Future for Jeju Island

The signing of the MoU between PATA and JTO is another milestone in the tourism industry in Jeju Island. This cooperation shall ensure that Jeju remains a prime destination for visitors from around the globe, with responsible tourism, concern for sustainability, and community involvement. As this island further strengthens its position in the MICE industry and fosters cultural and environmental sustainability, Jeju’s appeal will only increase, attracting more visitors and creating a positive economic impact for many years to come. This partnership between PATA and JTO brings into focus the need for collaboration in tourism. By working together, both organizations will contribute to a future for Jeju that is economically successful as well as socially and environmentally responsible.