Tourism in Jeju island on the Rise: Netflix Series and APEC Summit Drive Huge Increase

Published on December 22, 2025

Jeju Island has experienced a remarkable rise in foreign tourism, with a 17.5% increase in overseas visitors this year, marking one of the highest growth rates for the region. A significant driver of this surge has been the global popularity of a Netflix K-drama filmed on the island, drawing fans from around the world to experience Jeju’s scenic beauty and unique cultural offerings.

In addition to the influence of the K-drama, Jeju Island’s tourism surge has been supported by a combination of targeted promotional campaigns and tourism initiatives linked to the 2025 Asia-Pacific Economic Cooperation (APEC) Summit. The island’s local government has also implemented strategies to encourage regional travel beyond South Korea’s major cities, contributing to the growing interest in Jeju as a top travel destination.

K-Drama Tourism: A Key Driver of Jeju’s Visitor Increase

South Korea’s K-dramas have become a cultural phenomenon worldwide, and Jeju Island has been a prominent filming location for some of the most popular series in recent years. The dramatic landscapes, volcanic mountains, and pristine beaches of Jeju provide a perfect backdrop for storytelling, and as international audiences discover the island through their favorite dramas, interest in visiting the location has soared.

This year, a Netflix K-drama set and filmed on Jeju Island has significantly boosted tourism to the area. The series, which has gained immense popularity globally, showcases the island’s natural beauty and its unique cultural elements. Fans of the show are now flocking to Jeju to visit the filming locations, recreating scenes from their favorite episodes and experiencing the island’s charm firsthand.

Jeju’s scenic Halla Mountain, the famous Jeju Olle Trails, and the Cheonjiyeon Waterfall are just a few of the locations that have become prominent on tourists’ itineraries, thanks to their appearances in the K-drama. Tourists are drawn to these spots to capture photos of the iconic settings and to immerse themselves in the same landscapes that were showcased on screen.

Jeju Island: A Growing Destination for Regional and Global Travelers

Jeju Island has long been a popular domestic travel destination for South Koreans, offering a peaceful retreat from the hustle and bustle of the country’s major cities. Known for its natural beauty, unique culture, and mild climate, the island has always attracted visitors for its hiking, beach activities, and local food.

However, this year’s surge in international visitors, coupled with the growing popularity of the Netflix series, is transforming Jeju into a prominent international tourism destination. According to recent data, foreign visitors are increasingly choosing Jeju over other traditional South Korean destinations, such as Seoul and Busan, as they seek a more tranquil and scenic getaway.

The rise in international tourism is also helping to foster increased regional tourism, with Jeju becoming a primary gateway for travelers to explore other parts of South Korea. The island’s close proximity to Seoul makes it an easy destination to add to an itinerary, and with enhanced flight connections, Jeju is now more accessible to travelers from across Asia and beyond.

Promoting Jeju’s Tourism through APEC and Government Initiatives

In addition to the cultural boost provided by the K-drama, Jeju Island’s tourism sector has been supported by strategic government efforts. South Korea is preparing to host the 2025 Asia-Pacific Economic Cooperation (APEC) Summit in Jeju, which is expected to bring in a significant number of international visitors for business and tourism purposes.

As part of the preparations for the summit, the local government has ramped up its marketing efforts to highlight Jeju’s attractions and unique offerings. These initiatives include increased advertising, collaboration with travel agencies, and the promotion of Jeju’s cultural tourism programs, which emphasize the island’s heritage and its role as a global tourism destination.

The government has also focused on improving tourism infrastructure and services to accommodate the growing number of visitors. Investments in transportation, public facilities, and accommodation are helping ensure that Jeju can handle the increased demand while maintaining a high level of service for tourists.

Jeju’s Role in South Korea’s Tourism Landscape

Jeju Island is playing a growing role in South Korea’s overall tourism strategy, contributing significantly to the country’s economy. As one of the most visited destinations in the country, Jeju accounts for a large portion of South Korea’s tourism revenue, with both domestic and international visitors seeking to explore its landscapes, culture, and hospitality.

With the tourism sector in Jeju experiencing substantial growth, the island is helping to diversify South Korea’s tourism offerings. As the country continues to recover from the impacts of the pandemic, the growth in Jeju’s international tourism is an encouraging sign for the future of South Korea’s travel industry.

Looking Ahead: Sustainable Tourism in Jeju

As the tourism industry in Jeju continues to thrive, sustainable tourism practices are becoming increasingly important. The rise in visitor numbers has brought attention to the need for environmental protection, conservation efforts, and sustainable tourism practices. The local government and tourism industry are working together to ensure that Jeju’s natural beauty is preserved for future generations while still offering a unique experience for tourists.

In particular, initiatives like eco-tourism, waste reduction programs, and conservation efforts for Jeju’s UNESCO World Heritage sites are helping to strike a balance between tourism growth and environmental protection. The island’s diverse ecosystems, including its volcanic landscape, beaches, and wetlands, are a major part of its appeal, and ensuring their sustainability will be key to the long-term success of Jeju’s tourism industry.

Conclusion

The surge in tourism to Jeju Island driven by a popular Netflix K-drama, along with ongoing government initiatives and preparations for the APEC Summit, is positioning the island as a key player in global tourism. With its breathtaking landscapes, cultural heritage, and growing international appeal, Jeju is attracting travelers from all over the world, eager to explore the beauty of South Korea’s island paradise. As the island continues to grow in popularity, tourism must be managed sustainably to ensure Jeju remains a top destination for future generations.