South Korea’s Tourism Boom: Jeju Island, Gyeongju, and Busan Draw International Visitors through Netflix and APEC Efforts – Your Ultimate Guide

Published on December 22, 2025

South Korea’s beautiful Jeju Island has experienced an impressive surge in international tourism, marking a remarkable 17.5% increase in foreign visitors in 2025. This notable rise in numbers is largely attributed to the global attention drawn by the Netflix K-drama “When Life Gives You Tangerines”, which was filmed on the island. The drama, which showcases the picturesque fishing villages of Jeju, has captivated audiences worldwide, contributing significantly to the island’s rising popularity. Additionally, the ongoing promotional efforts tied to the 2025 Asia-Pacific Economic Cooperation (APEC) Summit have further boosted Jeju’s appeal as a travel destination.

Global Attention Fuels Jeju’s Tourism Growth

In 2025, Jeju Island has not only seen an increase in foreign visitors, but its share of total foreign tourism to South Korea has also steadily risen. From 8.9% in the first quarter, 9.0% in the second, to an impressive 10.5% in the third quarter of the year, Jeju Island has become an increasingly popular stop for international tourists.

One of the primary factors behind this upward trend is the immense success of Netflix’s “When Life Gives You Tangerines”. The series, which follows the daily lives of villagers in Jeju, has become a global hit, topping Netflix’s non-English language TV rankings. As a result, Jeju’s charm, largely untouched by mass tourism, has caught the attention of viewers, many of whom have opted to visit the island in person to experience the idyllic settings featured in the show.

In addition to the Netflix series, the Jeju Provincial Government has been actively promoting the island’s unique cultural offerings. The island’s Haenyeo Museum, which showcases the fascinating lives of Jeju’s traditional female divers – known as the Haenyeo – saw a 58.9% year-on-year increase in foreign visitors by November 2025.

APEC Summit’s Impact on Tourism in Gyeongsang Provinces

While Jeju Island’s tourism continues to flourish, other regions of South Korea are also experiencing significant growth in foreign tourism. For example, North Gyeongsang Province and South Gyeongsang Province, which are located on the southeastern coast, have seen a steady increase in international visitors. North Gyeongsang Province saw its foreign visitor numbers rise by 21% from January to November, a trend partially driven by the APEC 2025 summit held in Gyeongju, a city in the province. The event brought attention to the region, significantly contributing to the tourism boost.

Travelers have also begun to expand their travel range within the region, thanks to new longer-stay and interconnected travel packages launched by local governments. In particular, Busan, South Korea’s second-largest city, has seen tourists venture beyond its borders to explore nearby areas, making it part of a larger regional tourism movement.

Jeju’s Role as a Key Destination for International Travelers

Jeju Island’s increasing prominence as a top destination for global tourists speaks volumes about the island’s allure. The stunning natural beauty, including volcanic landscapes, beaches, and the unique Haenyeo culture, offers a rich and authentic cultural experience for travelers. Moreover, the island’s rising presence on Netflix has introduced a younger, global audience to the region’s charms.

Tourists looking to experience Jeju Island can explore various attractions, including the Haenyeo Museum and Jeju’s fishing villages, which offer a glimpse into the daily lives of the island’s indigenous divers. These attractions, along with Jeju’s pristine environment, have made the island one of South Korea’s premier tourist hotspots for international visitors.

For travelers seeking to immerse themselves in the cultural side of Jeju, participating in a Haenyeo diving experience or taking a tour of the serene fishing villages is highly recommended. Jeju is not just a typical tourist destination; it offers an escape into a peaceful, yet culturally rich, part of South Korea.

What Travelers Should Do When Visiting Jeju Island

For those planning to visit Jeju Island in the coming months, here are a few tips:

1. Visit the Haenyeo Museum: Learn about the fascinating history and culture of Jeju’s female divers, a tradition recognized as a UNESCO Cultural Heritage.
2. Explore the Scenic Villages: Jeju’s traditional fishing villages, highlighted in the Netflix series, offer an authentic experience of island life.
3. Hike Hallasan Mountain: One of the island’s highest peaks, offering breathtaking views and unique wildlife.
4. Experience Jeju’s Beaches: Whether it’s the clear waters or the sandy stretches, Jeju’s beaches offer a perfect retreat for relaxation.
5. Embrace Local Cuisine: Jeju Island is known for its fresh seafood, including abalone and the famous black pork, which are a must-try for food lovers.

The Future of Jeju’s Tourism

The growth in tourism to Jeju Island is expected to continue as more global travelers flock to the island to experience the magic depicted in the Netflix series and its stunning landscapes. As international travel returns to full force in 2026, Jeju Island’s status as a top-tier travel destination will likely rise, cementing its place as a must-see location for tourists from around the world.

With ongoing tourism initiatives from local governments and promotional efforts tied to significant events such as APEC, the future looks bright for Jeju’s tourism industry. Visitors can expect more exciting developments, making Jeju Island an even more attractive destination in the coming years.