In an ambitious move to attract Chinese tourists, Jeju Special Self-Governing Province and Jeju Tourism Organization have partnered with the Korea Tourism Organization's Xian branch to launch the "My First Overseas Trip, Jeju" campaign. Announced on March 25, 2025, the initiative targets individual travelers in the Xian region of China, aiming to present Jeju Island as the "easiest and most attractive first overseas travel destination" for the MZ generation, a demographic known for its digital savviness.
This year-long campaign primarily focuses on highlighting Jeju's safety and convenience to appeal to Chinese tourists with minimal overseas travel experience. The initiative will tie into the Korea Tourism Organization's "Show Your Korea" campaign and includes offline pop-up events held to create direct engagement with potential travelers.
Subway advertisements in Xian are currently set to run until April 14, 2025, along with promotional efforts in collaboration with various Chinese online travel agencies (OTAs), which will continue through the end of the year.
A survey conducted as part of this effort revealed that 29% of respondents selected Jeju as their top choice for a first overseas trip. This survey included 201 Chinese individuals, of whom 128 had prior overseas travel experience. Remarkably, Jeju outperformed other popular destinations such as Seoul (20%), Japan (14%), and Thailand (13%). Furthermore, a resounding 92% of total respondents expressed a desire to visit Jeju, underscoring the island's allure.
The campaign also featured offline pop-up events in Xian from March 22 to 23, 2025, designed around a spring flower theme that received significant local interest. A Jeju booth was popular for its interactive offerings, including photogenic events with professional photographers, which enhanced the visibility of Jeju's natural beauty and culture.
During the pop-up events, 242 individuals engaged in one-on-one consultations about travel packages, leading to the successful sale of 83 travel products on-site, a testament to the campaign's effectiveness at generating immediate interest.
“Through this campaign, we aim to firmly establish Jeju as the first overseas travel destination that Chinese tourists desire,” said an official from Jeju Tourism Organization. The campaign not only aims to boost tourism revenue but also seeks to create a new travel demand by positioning Jeju as a convenient overseas getaway for younger travelers from China.
Looking ahead, Jeju Province and the Jeju Tourism Organization plan to extend their campaign to other major cities in China, such as Beijing and Chengdu, ensuring that Jeju remains a relevant and attractive choice for first-time travelers. The collaboration with Han You Wang, a popular OTA, will include promotional activities and incentives for travelers through December 2025, enhancing the chances of increased visitation from the Chinese market.
Overall, the "My First Overseas Trip, Jeju" campaign is a strategic effort aimed at tapping into China's burgeoning travel demand, especially from the MZ generation that values safety, affordability, and beautiful destinations for their initial international experiences. With sophisticated promotional strategies and direct engagements, Jeju aims to secure its spot as a premier destination for overseas travel among Chinese tourists.
