Foreign tourism to Jeju Island jumped in 2025, fuelled by the global popularity of a Netflix K-drama filmed on the island and a growing appetite for travel beyond South Korea’s major cities. Jeju Island alone recorded a 17.5 per cent year-on-year increase in overseas visitors, driven in part by interest in the series set there. Promotional efforts tied to the 2025 Asia-Pacific Economic Cooperation Summit (Apec), along with local government tourism initiatives, have also helped boost visits to other regions.
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