Jeju, South Korea – Jeju Special Self-Governing Province and the Jeju Tourism Organization, in collaboration with the Korea Tourism Organization's Manila Office, recently conducted a familiarization tour from April 21st to 23rd, inviting a delegation of university professors from the Philippines to Jeju Island. The initiative aims to attract student excursion groups from Filipino universities, bolstering the island's appeal as an educational tourism destination.
This effort follows a trend that began in 2023, during which approximately 1,100 students from seven universities and high schools in the Philippines visited South Korea. The recent tour specifically targeted Jeju, seeking to diversify the destination preferences of these groups, which have predominantly favored Seoul and the metropolitan areas. The goal is to revitalize the overseas group tourism market for Jeju.
During their three-day visit, the ten-member delegation, comprising university professors from the Philippines, explored key attractions across Jeju Island, including the Jeju Haenyeo Museum, Jeju Stone Park, and Seongsan Ilchulbong (Sunrise Peak). These visits were designed to provide firsthand experience of the educational and cultural content Jeju offers for student excursions.
Notably, the Jeju Tourism Organization included destinations that showcase the island's unique cultural identity, such as traditional thatched houses (chogajip) and the culture of the haenyeo (female divers). These elements gained international attention through the recent Netflix web drama, "When Life Gives You Tangerines" (also known as "You Have Done Well"), filmed extensively on Jeju Island. By integrating locations featured in popular Korean Wave (Hallyu) content, Jeju aims to enhance its appeal to international students. Filming locations for the drama include Gimnyeong Beach, Seongsan Ilchulbong, and the buckwheat fields of Ora-dong, offering picturesque backdrops and cultural insights.
A university professor from the Philippines who participated in the familiarization tour commented, "Unlike Seoul, Jeju possesses a distinct charm with its pristine natural environment and unique cultural resources. It has ample appeal as a destination for student excursions, capable of providing students with exceptional educational experiences."
In response to the successful tour, a representative from the Jeju Tourism Organization stated, "This familiarization tour provided a valuable opportunity to directly showcase Jeju's unique content for school excursions. Moving forward, the organization plans to implement strategic marketing initiatives targeting markets with high demand for overseas school trips, such as Hong Kong and Southeast Asian countries, to continuously generate interest in visiting Jeju."
The haenyeo culture, recognized by UNESCO as an Intangible Cultural Heritage, offers a compelling educational element. These female divers of Jeju Island practice free diving to harvest seafood, embodying a unique tradition deeply intertwined with the island's history and environmental sustainability. The Jeju Haenyeo Museum provides comprehensive insights into their lives and practices. Furthermore, the traditional thatched houses of Jeju, known as chojip, are distinct from mainland Korean hanok due to their adaptation to the island's strong winds and unique architectural features, offering students a glimpse into Jeju's traditional way of life.
Jeju Island's efforts to attract international student groups align with South Korea's broader strategy to diversify its tourism offerings and capitalize on the growing interest in Korean culture and educational opportunities. The island's natural beauty, coupled with its rich cultural heritage and increasing global visibility through K-dramas, positions it as an attractive destination for educational tourism. The success of this initial familiarization tour with Filipino educators signals a promising step towards establishing Jeju as a prominent destination for international student excursions.
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