Sustainable Tourism in Jeju: PATA and Jeju Tourism Organization Join Forces for Responsible Development

Published on December 4, 2025

The Pacific Asia Travel Association (PATA) and the Jeju Tourism Organisation (JTO) have signed a Memorandum of Understanding (MoU) on 3 December 2025 in Chiang Rai, Thailand, to jointly advance responsible tourism practices on Jeju Island. The agreement, which marks a significant step towards promoting sustainable travel, is designed to strengthen Jeju’s tourism offerings, particularly in the meetings, incentives, conferences, and exhibitions (MICE) sector.

Jeju Island, a popular destination known for its volcanic landscapes, natural beauty, and cultural attractions, is now focusing on implementing sustainable tourism practices to preserve its environment while boosting its global tourism profile. The partnership between PATA and JTO aims to lay the groundwork for future initiatives and events, including the possibility of a PATA event being held on Jeju Island in the coming years.

Advancing Responsible Tourism on Jeju Island

The MoU between PATA and the Jeju Tourism Organisation reflects a shared commitment to responsible tourism development on the island. This partnership comes at a time when global travelers and tourism stakeholders are increasingly prioritising sustainability and environmental protection in their travel decisions.

As part of the agreement, PATA and JTO will work together to create and promote tourism practices that minimise the environmental impact of tourism on Jeju Island. Efforts will focus on eco-friendly travel initiatives, conservation of the island’s natural resources, and the promotion of responsible travel behaviors among tourists.

The island’s unique ecosystem, which includes the Hallasan volcano, Jeju’s Olle Trails, and pristine beaches, is an important part of Jeju’s tourism appeal. The collaboration between PATA and JTO will help ensure that tourism development is aligned with the principles of sustainability and conservation, ensuring that future generations of visitors can enjoy Jeju’s natural beauty.

Strengthening Jeju’s Position in the MICE Sector

The partnership between PATA and JTO will also focus on strengthening Jeju’s position in the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, which is an essential part of the island’s economic and tourism growth strategy. Jeju has long been a popular destination for business travelers due to its accessibility, modern facilities, and stunning environment.

In recent years, Jeju Island has been making efforts to increase its appeal as a MICE destination, and the MoU with PATA is expected to further enhance its reputation in this area. By focusing on sustainable MICE tourism, Jeju aims to attract more international conferences, exhibitions, and corporate events, while providing attendees with environmentally responsible travel options.

With its world-class hotels, conference centers, and convention facilities, Jeju Island is well-equipped to host high-profile international events. The agreement between PATA and JTO will explore ways to incorporate sustainable event planning, eco-friendly transportation options, and green certification programs into Jeju’s MICE offerings.

Laying the Groundwork for a Future PATA Event in Jeju

One of the key objectives of the MoU is to lay the foundation for a future PATA event to be held on Jeju Island. This event would bring together industry leaders, tourism professionals, and stakeholders to discuss the future of sustainable tourism in the region and globally.

Jeju Island’s selection as the potential location for a future PATA event is a significant step towards increasing its visibility in the global tourism industry. Hosting a PATA event would provide Jeju with an opportunity to showcase its commitment to responsible tourism and its growing MICE capabilities, further solidifying its position as a top-tier international destination.

The PATA event would also help promote the island’s cultural heritage, including its Jeju Folk Village, Museums of Jeju, and UNESCO World Heritage Sites. The island’s rich history and unique traditions make it an ideal setting for discussions on sustainable tourism and cultural preservation.

The Growing Importance of Sustainable Tourism in Asia

The collaboration between PATA and the Jeju Tourism Organization also reflects a broader trend in the Asian tourism sector towards sustainability. As Asia continues to grow as a major tourism hub, the need for responsible tourism practices has become increasingly evident. Jeju Island’s commitment to sustainability serves as a model for other destinations in the region looking to balance tourism growth with environmental protection.

With international travelers becoming more environmentally conscious, destinations across Asia are incorporating sustainable practices into their tourism development strategies. Jeju’s focus on responsible tourism development is a positive example of how tourism can contribute to environmental conservation while providing economic benefits to local communities.

Tourism in Jeju: A Unique Blend of Nature, Culture, and Innovation

Jeju Island offers a distinctive mix of natural beauty, cultural heritage, and modern tourism infrastructure. It is renowned for its UNESCO World Heritage Sites, including Jeju Volcanic Island and Lava Tubes. The island also boasts a range of outdoor activities, such as hiking, cycling, and scenic drives, allowing visitors to experience its landscapes up close.

In addition to its natural and cultural assets, Jeju Island is a hub for innovation in tourism. The island has invested in smart tourism technologies and eco-friendly infrastructure, including sustainable hotels and green transportation options, to enhance the visitor experience while preserving its environment.

The island’s tourism industry is also benefiting from its growing reputation as a wellness destination, with many visitors coming for its peaceful atmosphere, wellness resorts, and natural hot springs. By promoting sustainable practices and responsible tourism, Jeju aims to provide a well-rounded and enriching experience for all its visitors.

Conclusion: A Bright Future for Sustainable Tourism on Jeju Island

The MoU between PATA and the Jeju Tourism Organization is a significant step towards advancing sustainable tourism on Jeju Island. With a focus on responsible travel, sustainable MICE tourism, and future events, the collaboration is expected to enhance Jeju’s position as a global leader in sustainable tourism development.

As Jeju Island continues to grow as a top destination for international tourists, the emphasis on sustainability will ensure that it remains an attractive destination for travelers seeking both natural beauty and cultural enrichment. Through its partnership with PATA, Jeju is well on its way to becoming a model for responsible tourism in Asia and beyond.