Jeju, a favorite getaway for decades due to its proximity to Seoul and reputation as a tranquil retreat, is now struggling to maintain its allure. Rising costs have made it more expensive to visit Jeju than destinations in Southeast Asia, like Viet Nam and Thailand, or even neighboring Japan.
A survey of 26,000 Korean travelers, by tourism market analyst Consumer Insight, revealed that interest in Jeju dropped to 29 percent in July 2024 -- the lowest level since the survey began in 2016. This follows a 9 percentage point decline from 41 percent to 32 percent in May, with interest dipping further over the next two months.
Jeju's ranking among preferred travel destinations has also hit an all-time low. From January to July this year, only 12 percent of respondents chose Jeju, placing it below all other regions in Korea, including Chungcheong Province, which has a weaker travel infrastructure.
Meanwhile, Gangwon Province has seen a rise in popularity. Its preference rate during the same period was 23 percent, 11 percentage points higher than Jeju's. Gangwon's appeal has grown steadily since March, when Jeju's decline began, peaking at 27 percent in July.
Jeju and Gangwon attract visitors for similar reasons. In 2024, travelers to Jeju cited "enjoying natural scenery" (35 percent), "relaxation" (24 percent), and "gourmet food" (18 percent) as their top reasons -- almost identical to the motivations of Gangwon visitors. This similarity puts Gangwon as a strong alternative to Jeju, with many travelers opting for one destination over the other.
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