Jeju is accelerating efforts to diversify its overseas tourism market away from its heavy reliance on China with the aim of reducing its dependence on Chinese visitors, who account for about 70 percent of foreign tourists, while targeting new markets such as Mongolia and Latin America.
 
Jeju Island and the Jeju Tourism Organization have begun actively attracting tourists from Mongolia and Mexico, focusing not only on increasing visitor numbers but also on expanding stay-oriented tourism and meetings, incentives, conventions and exhibitions (MICE) demand.
 
Efforts to tap the Mongolian market are being carried out alongside an expansion of charter flights. Charter services between Jeju and Mongolia increased from seven flights last year to nine this year. In collaboration with the Korea Tourism Organization’s Ulaanbaatar office, Jeju authorities invited seven representatives from major Mongolian travel agencies and an educational travel association for a tour from March 26 to 31.
 
Participants visited major attractions, including Yongmeori Coast, Mount Sanbang and Jungmun Saekdal Beach, while also taking part in hands-on programs such as traditional fabric dyeing and tangerine jam-making. Particular attention was given to the “learncation” model — a combination of learning and vacation — which explores the potential for educational programs that take place over an extended period and encourage participants to stay in the region.
 
Local promotion efforts in Mongolia are also underway. A variety show centered on Jeju travel is being produced by Mongolian broadcaster NTV and is set to air starting in May. The program features popular Mongolian entertainers traveling across Jeju, introducing its nature, cuisine and experiential activities. 
 
Representatives from Mongolian travel agencies and related institutions tour around Jeju Island on March 26. [JEJU TOURISM ORGANIZATION]
Representatives from Mongolian travel agencies and related institutions tour around Jeju Island on March 26. [JEJU TOURISM ORGANIZATION]

Jeju has also made inroads into the Latin American market.
 
The island has secured an incentive tour group from Mexico for the first time in its MICE history as part of the island's efforts to expand the MICE market beyond its traditional focus on Greater China and Southeast Asia. Corporación Moctezuma, a Mexican construction materials company, will send a delegation of 180 people to Jeju from Sept. 7 to 9.
 
The group will stay near Jeju Olle Trail Route 7 and take part in Jeju-style experiential events, including a dinner and performances at a “unique venue" — locations that are not conventional conference facilities but offer distinctive local character suitable for hosting MICE events.
 
“We are diversifying our market with a focus on charter-based educational travel and incentive tourism,” said Moon Jeong-hyeok, head of public relations at the Jeju Tourism Organization. “We will build a stable tourism structure without being dependent on any single country.”

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.

BY CHOI CHOONG-IL [yoon.soyeon@joongang.co.kr]

Published Date:2026-04-15