Besides the Obvious

A Boom in Tourism, a Surge in Complaints

Jeju Island stands as one of South Korea’s top holiday spots, with over seven million visitors arriving in 2025. This rebound brings the island back to near pre-pandemic levels, supported by renewed flights and cruise traffic. Yet, this success comes with problems. Local residents grow frustrated as incidents of misconduct become common. Complaints include littering, smoking in restricted spaces, jaywalking, and even relieving oneself in public areas. Media reports highlight shocking examples such as a woman smoking inside a bus and discarding her cigarette on the road or a child urinating near Hamdeok Beach. Police records show over 4,800 cases of disorderly conduct during a 100-day campaign earlier this year. Viral social media clips amplify outrage, prompting authorities to rethink how to handle the influx of unruly visitors. This context sets the stage for Jeju’s first trilingual tourist etiquette guide, a tool that blends education with warnings and penalties.

From Etiquette Guides to Penalties

In August 2025, Jeju officials launched 8,000 copies of a multilingual etiquette guide in Korean, English, and Chinese. This publication is the first of its kind in South Korea, designed to prevent misunderstandings and explain local customs. Patrol officers now carry the guide during their rounds, handing it to visitors who commit minor offences.

The document lists key prohibitions: no smoking in buses or on certain beaches, no littering in public spaces, no open alcohol consumption in restricted zones, and no public urination. Tourists are warned that violations may bring escalating penalties, from ₩20,000 fines for minor acts to ₩200,000 for repeat offences. In serious cases, misdemeanour imprisonment is possible. This step-by-step system begins with warnings to defuse tension but ensures consequences if misconduct persists. By publicizing these rules, Jeju aims to balance hospitality with order, showing that tourism is welcome but not at the expense of residents’ quality of life.

Authority’s Justification and Local Frustration

Jeju’s police chief explains that cultural and language differences often cause confusion, making guidance in multiple languages essential. The etiquette guide helps foreign visitors better understand local expectations, from respecting no-smoking zones to paying restaurant bills properly. Residents argue that rules became urgent as bad behavior by some tourists overshadowed the island’s beauty and traditions. Complaints highlight both hygiene issues and a lack of respect for public spaces.

Local media amplify these concerns, often focusing on cases of foreigners. Officials describe their response as a balance between protecting social order and maintaining Jeju’s image as a friendly destination. With foreign visitors spending over ₩9 trillion in 2024 and Chinese travelers forming the largest share, the economic importance of tourism is undeniable. Still, leaders insist that financial benefits cannot justify repeated misconduct. The crackdown, therefore, emerges as a symbolic and practical measure to restore confidence in the island’s ability to host millions responsibly.

Future of Tourism on Jeju

The coming years will test whether Jeju’s enforcement strategy succeeds in curbing misconduct while keeping the island attractive. As foreign arrivals grow—up 14% in early 2025 alone—pressure on infrastructure and communities continues. The island’s reputation as the “Hawaii of South Korea” depends not only on its beaches and volcanoes but also on how well it manages the relationship between residents and visitors. The etiquette guide may become a model for other Korean destinations if it proves effective. For now, Jeju’s approach mixes education, deterrence, and fines, hoping to create a culture of respect. Tourists who once came for natural wonders now face clear expectations: follow local laws, treat public spaces with care, and embrace the island responsibly. Whether visitors comply will shape Jeju’s tourism narrative—either as a paradise respected by all, or as a warning of how booming numbers can strain harmony.

Sources
Time Out, The Independent, Travel Trade Journal, Macao News, Korea Times, Economic Times India, BW Travel, ChatGPT assistance.

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