Why Jeju Is Setting New Ground Rules

Jeju Island has experienced a significant increase in tourism since borders reopened, and the challenges that come with this growth are becoming more apparent. With over 13 million visitors last year, the island’s natural beauty—blue waters, basalt cliffs, tea fields, and the snow-capped volcano Hallasan—continues to attract travelers. The short flight from Seoul, which is now the world’s busiest air route, further fuels this demand. In 2024 alone, over 13 million passengers traveled between Seoul and Jeju on a one-hour and fifteen-minute flight. International arrivals have also rebounded strongly, nearly quadrupling to 1.9 million in 2024 compared to the immediate post-pandemic years.

To ensure that daily life remains smooth and the environment is protected, local authorities have introduced a new, easy-to-follow guide for visitors. This initiative aims to encourage responsible tourism while preserving the island’s charm and welcoming nature.

What the New Multi-Language Guide Says

Local officials have printed 8,000 copies of a tourist code of conduct available in Korean, English, and Chinese to reach as many travelers as possible. The booklet outlines common mistakes and the consequences that follow. Smoking outside designated areas, jaywalking, littering, and damaging natural sites can each result in a fine of 50,000 KRW (about $36). The guide also mentions that certain violations may lead to misdemeanor detention or minor fines under local regulations. The message is clear: enjoy the island, but respect the rules that keep it clean, safe, and welcoming for everyone.

The Incidents Driving the Crackdown

As visitor numbers have risen, residents have expressed frustration. A video of a foreign tourist smoking on a public bus went viral earlier this year, sparking outrage. Another widely shared image from last summer showed a child defecating on a sidewalk, prompting calls for stricter enforcement and higher fines. While these incidents do not represent the majority of travelers, they highlight the strain that rapid tourism growth can place on small communities. The new guide provides police and city staff with a shared approach to address issues before they escalate into conflicts.

Jeju’s Challenge Mirrors a Regional Trend

Jeju is not alone in its efforts to balance tourism and everyday life. On the mainland, Seoul’s historic Bukchon Hanok Village implemented a strict evening curfew for non-residents after complaints about noise and overcrowding. Across the sea, Japanese cities have long distributed etiquette leaflets. Kyoto’s Gion district has cracked down on rule-breaking around geisha and private streets, and signs remind visitors where photography is prohibited. In Indonesia, Bali has dealt with poor behavior by a small number of tourists, leading to education campaigns and enforcement drives. Jeju’s guide fits within this broader regional movement toward clearer expectations for visitors.

Lessons From Europe’s Overtourism Flashpoints

The issue of overtourism is a global concern. In Spain, Italy, and Greece, protests over overcrowded destinations have become a summer tradition. Viral videos from Barcelona showed locals using water pistols to protest crowd pressure in busy neighborhoods. In Venice and other hotspots, residents and city workers have staged demonstrations and strikes to demand better crowd control. Even at the Louvre in Paris, staff walked off the job due to unmanageable visitor volumes. Jeju’s leaders are closely watching these examples as they work to maintain the island’s appeal without overwhelming its residents.

Fines, Courtesy, and Common Sense

The Jeju guide focuses on behaviors that significantly impact daily life. Visitors are encouraged to smoke only in designated areas and use provided ashtrays. Cross at lights and crosswalks instead of darting through traffic. Pack out trash or use bins, and avoid removing rocks, shells, or plants from protected zones. On buses and in small towns, keep voices low and offer seats to seniors and parents with young children. These small actions, when multiplied by millions of visitors, shape the overall travel experience for both residents and guests.

How Travelers Can Be Part of the Solution

Travelers can contribute by reading local signs, which often include English and Chinese, and following instructions from staff at beaches, parks, and trailheads. If renting a car, learn basic road rules, watch speed limits near villages, and park only in marked spots along scenic roads. When hiking, stay on established paths to protect fragile plants and avoid dangerous cliff edges. Bring a reusable bottle and tote to reduce plastic waste, and carry a small trash bag for snack wrappers and tissues. Small groups move more smoothly than large ones in tight spaces, so consider splitting up or staggering visits to popular spots.

What Residents Say Matters Most

Local sentiment is clear: people want the benefits of tourism without losing their neighborhoods. A destination marketing expert in Italy once said that a city where residents feel ignored stops working for everyone. The same principle applies to an island. If locals feel pushed aside, the character that travelers come to see begins to fade. Jeju’s guide is designed to preserve that character by setting simple, consistent standards for behavior.

What This Means for Your Trip

You should not expect a heavy-handed experience. Most visitors will not notice anything beyond clearer signs and occasional reminders from staff. The biggest change is awareness. You will see more guidance about where to smoke, when to cross, and how to dispose of trash on beaches and trails. If you follow the basics, you will spend your time snorkeling in clear waters, sipping green tea with ocean views, hiking volcanic paths, and soaking in hot springs—exactly what you came for.

The Bottom Line

Jeju’s popularity is no accident. The island is beautiful, accessible, and full of easy day trips. That success brings responsibility. The new multi-language guide is a friendly nudge from locals who want to keep their home clean, calm, and fun for everyone. Travel with a little extra care, and you will find the “Hawaii of South Korea” living up to its nickname while staying true to itself.

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