PATA and Jeju Tourism Organization Partner to Enhance Jeju’s Responsible Tourism Development

The Pacific Asia Travel Association (PATA) and the Jeju Tourism Organization (JTO) have signed a new Memorandum of Understanding (MoU) to strengthen responsible tourism development in Jeju, South Korea.

MoU Signing:
Took place at the PATA Destination Marketing Forum 2025 in Chiang Rai, Thailand.

Leadership Involved:
Signed by PATA CEO Noor Ahmad Hamid and JTO President Koh Seung Chul, witnessed by over 300 global tourism professionals.

Purpose:
Promote responsible travel and tourism for Jeju Island, aligning with sustainability, cultural preservation, and community benefits.

Strategic Timing:
Marks Jeju’s 40 years of membership with PATA, highlighting its long-standing commitment to sustainable tourism.

Focus Areas:
- Advocacy and knowledge sharing
- Event organization and international cooperation
- Promotion of MICE (Meetings, Incentives, Conferences, Exhibitions) industry in Jeju
- Environmental protection and value-driven tourism

Broader Impact
- Regional Reach: Expands Jeju’s influence beyond East Asia into the wider Asia-Pacific region.
- Economic Growth: Strengthens Jeju’s competitiveness in the global MICE market.
- Tourism Vision: Supports Jeju’s goal of “Value Tourism” — creating a balance where both people and nature thrive.

This collaboration underscores Jeju’s ambition to position itself as a leading sustainable tourism destination in Asia, while PATA continues to champion innovation and resilience in the travel industry.