Netflix Drama Sparks Tourist Wave to Jeju’s Scenic Shores

A Dramatic Rise in Jeju Island Tourism

The serene island of Jeju, a beloved spot for South Koreans, has recently enjoyed an impressive boost in international visitor numbers. This sudden surge in foreign tourists coincides closely with the global release of the hit Netflix drama series When Life Gives You Tangerines, which showcases the island’s picturesque fishing villages and unique cultural heritage.

Between January and September 2025, foreign arrivals to Jeju climbed by 17.5% year-on-year, reaching nearly 1.74 million visitors. This upturn arrives after years marked by uneven tourism recovery post-pandemic and declining domestic travel. Regional officials credit the streaming success for this overnight spotlight on Jeju’s natural beauty and traditional communities.

The Netflix Effect: A Closer Look

Premiering in March 2025 across 190 countries, When Life Gives You Tangerines rapidly topped Netflix’s non-English TV charts. The drama paints a heartfelt portrait of Jeju through the lives of locals Oh Ae Sun and Yang Gwan Sik, exploring themes of multigenerational family bonds, the island’s seasonal rhythms, and the fascinating haenyeo — Jeju’s renowned female free divers.

Scenes flaunt Jeju’s signature lava stone coastlines, vibrant canola fields, and the volcanic crater of Seongsan Ilchulbong — a UNESCO World Heritage Site — bringing these landmarks vivid exposure to a global audience. The show’s critical acclaim, including perfect scores from critics and fans, has only intensified the draw to Jeju's shores.

Tourism Numbers Tell the Story

Monthly data after the show’s March debut highlights consistent increases in foreign tourist arrivals. Popular cultural hubs like the Jeju Haenyeo Museum, spotlighted in the series for its tribute to traditional female divers, welcomed nearly 50,000 international visitors by November 2025 – a 58.9% rise from the previous year.

Jeju’s airport reflects this momentum, processing record travelers during national holidays. The Memorial Day of June 6, 2025, saw the highest single-day airport throughput since 2019, with 93,000 passengers passing through, signaling regained vibrancy in travel to the island.

Historical Perspective on Jeju Island Tourism

Jeju Island has long stood out as a top domestic vacation spot in South Korea, famed originally for its natural wonders and honeymoon appeal in the 1980s. The 2000s ushered in a wave of domestic urban visitors and pandemic-era travelers seeking its tranquil environment. However, recent years have seen a downturn in domestic tourism as South Koreans increasingly pursued international options like Japan, China, and Southeast Asia.

Several challenges dampened Jeju’s tourism appeal, including rising prices, service quality concerns, and safety issues. This made the global spotlight from the Netflix drama particularly timely, reigniting interest both domestically and among foreign tourists.

Jeju’s Cultural and Natural Treasures

Jeju’s identity is deeply connected to its ecological and cultural assets. The island is notable for its UNESCO-recognized volcanic landscapes, marine ecosystems, and the enduring traditions of the haenyeo community. Efforts on the island emphasize sustainable tourism development, balancing economic growth with preservation of natural and cultural heritage through cooperative community-based approaches. For example, village cooperatives manage eco-tours and educational programs that enrich visitor experiences while safeguarding local ways of life.

Ecotourism Development Example

• The village of Seonheul exemplifies sustainable tourism, operating under a social cooperative model focused on autonomy and cultural preservation.
• The cooperation involves all community members, promoting environmental protection and economic sustainability.
• Such initiatives contribute to the island’s reputation as a responsible travel destination, attracting visitors seeking authentic and eco-conscious experiences.

The Broader Impact and Future Prospects

The phenomenon of content-driven tourism, sometimes called film-induced tourism, is increasingly shaping travel patterns worldwide. Jeju’s example demonstrates how visual media can rejuvenate a destination’s appeal, particularly when it highlights unique local culture and spectacular natural settings. Such tourism increases not only promote local economies but also encourage the maintenance of environmental and cultural assets cherished by both residents and visitors.

With its newfound international attention, Jeju is boosting international flight connections and expanding tourism campaigns, especially linked to the filming locations and seasonal highlights featured in the series. Airlines have launched promotional routes connecting Jeju with key Asian cities, including Taiwan and Singapore, broadening access for cruising yachting enthusiasts and leisure sailors who often choose picturesque island destinations.

Experts forecast that this boost in tourism, if managed sustainably, could restore Jeju’s position as a leading destination in Asia with a focus on quality experiences, cultural engagement, and environmental responsibility. Moreover, this growth aligns well with global tourism trends favoring authentic and nature-driven travel.

Key Statistics on Tourism Recovery in Jeju

The Role of Media in Tourism Evolution

Jeju’s surge reflects a global pattern where popular TV dramas, movies, and digital media play pivotal roles in destination marketing. Such exposure encourages guests to explore beyond typical sites, often leading to the revival of lesser-known villages, artisan communities, and natural spectacles. For boaters and sailing enthusiasts, island destinations that gain visibility often translate to increased demand for yacht charters, marina visits, and marine-based activities.

Intersection With Sailing and Boat Rentals

Jeju’s scenic coastline and growing tourist appeal make it an attractive destination for boating and sailing. As travel interest shines on Jeju, opportunities expand for yacht charter businesses, sailing excursions, and marine leisure activities, catering to both domestic and international visitors eager to experience the sea and its vibrant coastal culture.

Marine Tourism Development Highlights

• Emerging flight routes support easier access for yacht owners and charter clients.
• Local festivals and natural landmarks featured in media serve as focal points for boating excursions.
• Collaborations between tourism authorities and marine service providers encourage sustainable boating practices aligned with the island's preservation goals.

Conclusion: A Watershed Moment for Jeju Tourism

The cultural wave sparked by When Life Gives You Tangerines has revitalized Jeju Island with an influx of international visitors fascinated by its natural beauty and traditional lifestyles. This momentum highlights the powerful influence of media on travel behavior, cultivating new audiences eager to explore coastal villages, historical sites, and ecological wonders.

Efforts to promote sustainable tourism and improve travel infrastructure are essential to ensuring this growth benefits both the local communities and the environment. The island’s strive for balancing modern visitorship with heritage conservation offers an inspiring model for other destinations worldwide.

For travelers drawn to this rejuvenated island paradise, especially those interested in boating and sailing adventures along Jeju’s coasts, GetBoat.com offers an excellent platform. As an international marketplace for yacht and sailing boat rentals, it connects visitors with a range of charter options to explore Jeju’s stunning watery surroundings, making it easy to enjoy activities under the sun, amidst clear waters, and with the backdrop of the island’s dramatic scenery.