Jeju’s Foreign Visitor Growth Accelerates In 2025 With China Remaining The Primary Source Market By A Wide Margin

Jeju’s foreign visitor growth accelerated in 2025 mainly because China remained the island’s dominant source market by a wide margin, supported by the return of direct flights, relaxed travel barriers, and strong demand for short-haul holidays, while arrivals from Japan, Southeast Asia, and Western markets increased but were not enough to challenge China’s overwhelming lead.

Nearly seven out of every ten international visitors to Jeju last year came from China, a clear sign that the island’s tourism recovery remains closely tied to one dominant overseas market even as broader diversification efforts continue.

According to official tourism statistics, 13,861,748 people traveled to Jeju in 2025. Of this total, 2,242,187 were foreign tourists, accounting for 16.2 percent of overall visitor numbers. This represented a 17.7 percent increase compared with 2024, signaling a steady rebound in international travel. However, the recovery is still incomplete. Foreign arrivals remain more than 1.3 million below Jeju’s all-time high recorded in 2016, when international visitor numbers peaked at over 3.6 million. The gap highlights both the progress made since the pandemic years and the challenges that remain in restoring Jeju’s global tourism footprint.

A closer breakdown by nationality shows how uneven the recovery has been across markets. Chinese tourists formed the backbone of Jeju’s international travel demand, contributing 70.2 percent of all foreign arrivals. Nearly 1.59 million Chinese visitors arrived on the island during the year, far outpacing every other market. Taiwan ranked second, sending more than 233,000 visitors, followed by Japan with just over 82,000 travelers. The United States, Hong Kong, and Singapore also featured among the top source markets, while Indonesia, Malaysia, and Thailand remained smaller contributors in absolute numbers.

Growth trends varied sharply between markets. Thailand recorded the fastest expansion, with visitor numbers surging by nearly three hundred and fifty percent compared with the previous year. This dramatic rise was largely driven by the regular operation of charter flights connecting Bangkok with Jeju, restoring direct access that had been limited in earlier years. Although Thailand’s total visitor count remains relatively modest, the sharp growth points to strong potential when air connectivity improves.

Taiwanese arrivals also posted robust growth, increasing by more than forty-six percent year on year. The expansion of direct air services linking Jeju with major Taiwanese cities played a key role in this increase. Improved flight options reduced travel time and made Jeju more competitive against other regional destinations, helping to revive interest from Taiwanese travelers.

Chinese tourism, which had been a source of uncertainty, showed steady and meaningful growth. Arrivals from China rose by nearly fifteen percent compared with the previous year, easing concerns of a prolonged downturn. This rebound followed a policy change that temporarily expanded visa-free entry for Chinese group travelers, allowing eligible groups to travel more easily beyond Jeju alone. At the same time, the number of routes connecting Jeju with cities on the Chinese mainland increased, strengthening access without overwhelming the destination. Because the visa policy focused on group travel rather than individual arrivals, Jeju avoided sudden shifts in visitor patterns while still benefiting from renewed demand.

Not all markets shared in the recovery. Vietnamese arrivals declined by more than twenty percent, making Vietnam the only major source market to record a year-on-year drop. The decline was linked to the suspension of charter flights after an operational disruption, highlighting how quickly visitor numbers can fall when air links are interrupted. The drop also underlined the island’s vulnerability to sudden changes in flight availability, particularly in emerging markets where scheduled services remain limited.

Beyond raw numbers, the latest data reflects a broader shift in Jeju’s tourism strategy. Authorities have acknowledged that relying too heavily on one market leaves the island exposed to policy changes, economic fluctuations, and geopolitical risks. As a result, efforts are underway to rebalance the visitor mix while also improving the overall quality of tourism growth.

For Chinese-speaking markets, the focus is moving away from large-scale, low-spend group tours toward higher-value travel experiences. Future campaigns will emphasize Jeju’s natural landscapes, wellness-oriented travel, and cultural attractions, aiming to increase visitor satisfaction and spending rather than simply boosting arrival numbers. This shift reflects a wider regional trend toward quality-driven tourism as destinations seek to manage pressure on infrastructure and communities.

In Japan, marketing efforts will concentrate on cities with direct air connections, targeting travelers who can reach Jeju conveniently without multiple transfers. By strengthening ties with these hub cities, Jeju hopes to stabilize demand from Japan and encourage repeat visits. Similar strategies are being applied to other nearby markets where short travel times and frequent flights can make Jeju a competitive option.

Regional aviation hubs such as Singapore, Hong Kong, and Taipei are also becoming increasingly important in Jeju’s plans. By leveraging their extensive flight networks, the island aims to attract transit passengers who may extend their journeys to include Jeju. This approach is seen as a stepping stone toward opening long-haul markets, particularly in Europe, where direct flights are limited but interest in nature-based island destinations continues to grow.

While international tourism showed clear momentum, domestic travel told a more cautious story. The number of local visitors to Jeju in 2025 fell slightly to 11,619,551, marking a two percent decline compared with the previous year. Rising travel costs, shifting consumer preferences, and increased competition from overseas destinations are among the factors believed to have influenced domestic travel patterns.

Jeju’s foreign visitor growth gained momentum in 2025 as China continued to dominate arrivals by a wide margin, fuelled by the return of direct flights, eased travel restrictions, and strong demand for short-haul leisure travel, while other markets lagged behind.

Taken together, the figures paint a picture of measured recovery rather than full resurgence. International arrivals are climbing, led overwhelmingly by China, while diversification efforts are gaining traction in selected markets. At the same time, softer domestic demand reinforces the need for Jeju to strengthen its appeal abroad. As the island moves into the next phase of tourism growth, the challenge will be to balance volume with value, expand into new markets, and reduce reliance on any single source of visitors while protecting the qualities that make Jeju distinctive.

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