Jeju Develops Premium Travel Packages Targeting Chinese Tourists

Jeju Island and the Jeju Tourism Organization have initiated the development of premium travel packages aimed at Chinese tourists. On May 15, Jeju announced plans to introduce customized travel products targeting high-income seniors, family travelers, and sports enthusiasts, in response to evolving market trends such as the rise of individual travel, upscale leisure spending, and diverse travel motivations among different generations.

In collaboration with Shenzhen China International Travel Service, Jeju is set to create a premium tourism package that combines gourmet dining and wellness experiences. A familiarization tour is currently underway, inviting product planners from Shenzhen to co-develop Jeju-style premium culinary offerings until May 17.

This tour aims to leverage Shenzhen's high-end culinary brand, ‘식호야 (Shihao Ya),’ to create new products that merge Jeju's culinary delights with healing content. The itinerary includes visits to natural healing spaces like the Seogwipo Healing Forest and WE Hotel Wellness Center, as well as experiences of Jeju's signature cuisine, such as black pork omakase and sea urchin seaweed soup.

The premium culinary package from Shenzhen is priced at approximately 4.8 million KRW for a six-day, five-night itinerary. Through this familiarization tour, Jeju plans to develop premium travel products that integrate culinary, wellness, and cultural experiences, targeting high-income individuals and gourmet travel enthusiasts in China.

During the same period, six educational travel agencies from the three northeastern provinces of China—Shenyang, Changchun, and Harbin—are participating in a familiarization tour to co-create family-oriented experiential content. This tour includes direct experiences of Jeju's history, ecology, and culture at sites such as the Jeju Haenyeo Museum, Jeju Mokgwana, Hwasun Gotjawal, and Yongmeori Coast. Based on this, family-oriented content tailored for the summer vacation season is set to be launched between June and August.

Jeju also plans to promote its tourism during local sports festivals in China. From May 23 to 25, the Jeju office in Shenyang will host the ‘Run to Jeju’ campaign at the 2025 Baturu Trail Running Guanmenshan 100 event in Benxi, Liaoning Province. Participants will be introduced to major sports events in Jeju, such as the Trans Jeju Ultra Trail Running competition and the Tangerine Marathon. Additionally, plans are underway to develop experiential travel packages linked to Hallasan Mountain in collaboration with Chinese travel agencies and clubs.

Kim Hee-chan, Director of the Jeju Tourism Exchange Bureau, stated, “Over 90% of foreign tourists visiting Jeju come as individual travelers, and their travel purposes are diversifying to include health, education, and culinary experiences. We aim to enhance Jeju's unique assets, such as haenyeo culture, Gotjawal, and oreums, into premium content that resonates globally, while increasing tourist attraction through tailored strategies.”