The Jeju booth was operated under the unique concept of 'Jeju Haenyeo Cafe.' Visitors who participated in a Jeju travel survey or followed Visit Jeju's social media accounts received souvenirs consisting of Jeju specialties such as tangerine slushies, tangerine traditional snacks (Gwajul), drip coffee, and Samdasoo bottled water. These on-site participation-inducing events successfully encouraged active engagement from visitors.
Additionally, the Haenyeo costume experience program and photo zone gained immense popularity among family visitors. The ability to directly wear a Haenyeo costume and take photos, indirectly experiencing Jeju's unique culture, proved effective. These experiential programs went beyond simple information delivery, creating unforgettable memories for visitors and contributing to a positive image of Jeju.
The successful atmosphere of this roadshow also led to significant interest from local Taiwanese media. RTI (Radio Taiwan International), a major Taiwanese media outlet, conducted on-site interviews with officials from the Jeju promotional booth, including Mr. Hyun Hak-soo, head of Jeju Tourism Organization's 본부 (headquarters), clearly demonstrating the high local interest in Jeju. This reflects the steadily increasing interest in Jeju-related K-content in Taiwan, including Haenyeo culture, Korean dramas, and entertainment programs. Indeed, K-content set in Jeju, such as the Netflix series 'When the Camellia Blooms,' has gained significant popularity among Taiwanese viewers, stimulating curiosity and a desire to visit Jeju.
Strengthening Jeju's Unique Content Strategy to Target the Taiwanese Market
Based on this high local interest in Taiwan, Jeju Province and Jeju Tourism Organization are actively promoting experiential tourism with Haenyeo culture, local cuisine, and summer activities as core themes. Participation in this roadshow was not merely a one-time event but served as an important opportunity to continuously promote Jeju's unique content to the Taiwanese market.
This stems from the successful experience of operating the 'Jeju Haenyeo Pocha' (a type of outdoor pub) at the Kaohsiung Food Festival last December. At that time, the Haenyeo Pocha directly showcased Jeju's food culture to locals and received a great response. Furthermore, at the Kaohsiung International Travel Fair in May, efforts were made to connect the popularity of the Netflix series 'When the Camellia Blooms' with tourism demand through Jeju tourism promotion linked to the drama. In this way, Jeju is employing a strategy that goes beyond simple scenic promotion, aiming to provide a special experience to Taiwanese tourists through content imbued with culture and stories.
JJ Friends' Activities and Practical Consultations for Direct Flight Activation
During this roadshow, the activities of 'JJ Friends (Jeju Friends),' Jeju Tourism Organization's global supporters based in Taiwan, also stood out. Composed primarily of MZ generation (Millennials and Gen Z) individuals, JJ Friends actively promoted the Haenyeo Cafe experience and on-site events through social media and online channels, greatly contributing to the dissemination of a positive image of Jeju. They effectively conveyed the charm of Jeju from a local perspective, making it more convincing to potential tourists.
Furthermore, Jeju Province and Jeju Tourism Organization held important practical consultations with the Kaohsiung City Tourism Bureau, major travel agencies, and airlines through this roadshow. During these discussions, in-depth discussions took place regarding stable operation of the Jeju-Kaohsiung direct flight route and joint marketing strategies to attract tourists. Direct flights are a crucial factor in attracting tourists, and stable operation will provide the greatest convenience for Taiwanese tourists visiting Jeju.
Through this, Jeju Province and Jeju Tourism Organization plan to further solidify their cooperation system with the Kaohsiung City Tourism Bureau to expand tourist attraction and promote balanced development between the two regions, including joint marketing initiatives and discovery of tourism exchange programs. This cooperation is expected to not only lead to short-term tourist attraction but also serve as a foundation for promoting mutual exchange between Jeju and Kaohsiung in the long term.
Significant Growth Expected in Taiwanese Tourist Visits to Jeju in 2024
An official from Jeju Tourism Organization expressed a positive outlook, stating that "a significant increase in Taiwanese tourist visits to Jeju is expected in 2024 compared to the previous year." Last year, the number of Taiwanese tourists visiting Jeju recorded approximately 13,000, an increase of about 660% compared to 2022, showing signs of recovery. Although this figure is still below the 100,000 level in 2019 before the COVID-19 pandemic, it shows signs of rapid recovery due to the resumption of direct flights and the popularity of K-content.
The official also emphasized, "We will drive the expansion of tourism demand by increasing awareness of Jeju through the stabilization of international direct flights and localized experiential promotion." This demonstrates their commitment to actively promote Jeju's charm through improved accessibility via expanded direct flights, as well as customized promotional strategies that appeal to local interests. In the future, Jeju plans to continuously cultivate the Taiwanese market as a key tourism market and make multifaceted efforts to instill the perception of 'Jeju, a place you want to revisit' in Taiwanese tourists. The revitalization of tourism exchange between Jeju and Taiwan is expected to have a positive impact not only on the economic development of both regions but also on the promotion of cultural exchange.
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