JEJU TOURISM ORGANIZATION

What JEJU TOURISM ORGANIZATION does

JEJU TOURISM ORGANIZATION (제주관광공사) is a government-owned public corporation (지방공기업) established under Jeju Special Self-Governing Province in South Korea to develop the island's tourism industry, promote regional economic growth, and enhance resident welfare. The organization operates multiple integrated tourism platforms including the VISIT JEJU multi-language portal (available in 8 languages), the NOWDA digital tourism pass, the Jeju DFS online duty-free shopping platform, the J-Academy professional tourism education program, the Jeju Tourism Big Data Platform (data.ijto.or.kr), and the Tamnao tourism product marketplace. It also operates physical infrastructure including the Jeju Welcome Center and three duty-free shop locations at Jungmoon, Seongsan, and Seogwipo.

The organization serves two primary customer segments: end consumers (international tourists from ASEAN+α markets and domestic Korean tourists) and local tourism businesses (tour operators, hotels, restaurants, village tourism operators, and MICE event organizers). Revenue is generated through duty-free merchandise sales (41.5 billion KRW 2025 sales target), provincial government budget allocations for tourism promotion activities, professional education program fees, tourism product platform commissions, and B2B consulting and data analytics services. GTM motion combines sales-led commercial operations (duty-free retail, e-commerce, education) with event-driven promotion through flagship events such as the Jeju International Cruise Forum, Jeju Fire Festival, and seasonal cultural festivals. Marketing channels span owned digital platforms, social media (Instagram, Facebook, Naver Blog, YouTube), partnership programs with travel agencies and content creators, and the certified Kareum Stay village tourism network.

Underlying technology infrastructure includes the Jeju Tourism Big Data Platform providing analytics and visitor insights, multi-language web platforms with social login integration (KakaoTalk, Facebook, Apple, Naver, Google), digital payment systems for duty-free operations, 120 CCTV cameras across three facilities with 30-day retention, and outsourced IT services through vendors including OrangeWave, Infomind, Sisnet Information Technology, and S1. Strategic partnerships include Korea Customs Service (regulatory), Korea Tourism Organization (joint marketing), Shinhan Card (data analytics), and the Pokémon Go Jeju Project (cross-promotional). The current CEO is Go Seung-cheol (고승철), and the organization operates under the 2025 "Jump UP 5" strategic vision focused on integrated tourism marketing, customer satisfaction, stable financial structure, and management innovation.

Name

JEJU TOURISM ORGANIZATION

Legal name

제주관광공사

Website

https://ijto.or.kr

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

JEJU TOURISM ORGANIZATION is a government-owned public corporation under Jeju Special Self-Governing Province that promotes tourism to Jeju Island, South Korea through designated duty-free retail stores, the VISIT JEJU multi-language digital platform, NOWDA digital tourism pass, professional education, and big data analytics for tourism businesses and visitors.

Ownership category

akta.pro rank

Product category

Destination Tourism Marketing and Promotion

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industry

Tour & Artist Management Services (HSACAHAN)

Keywords

• Destination tourism marketing
• Duty-free retail operations
• Tourism data analytics
• MICE event services
• Visitor information services

Headquarters

HQ city

Jeju

HQ country

South Korea

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Duty-Free Shopping Operations: Operating designated duty-free stores (지정면세점) at Jungmoon and Seongsan locations plus online duty-free platform (www.jejudfs.com). Revenue from merchandise sales to domestic and international visitors. Target: 41.5 billion KRW in sales with 1 billion KRW operating profit per 2025 management goals.
2. Tourism Marketing and Promotion Services: Government-funded tourism promotion activities, platform operations, and marketing campaigns for Jeju tourism. Services include VISIT JEJU platform maintenance, big data platform operations, and digital marketing.
3. Tourism Education (J-Academy): Professional tourism education programs including tour guide certification prep, hospitality training, and industry skill development courses.
4. Tourism Industry Consulting: Big data-based consulting services for tourism businesses, local festival consulting, and tourism industry analytics.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

JEJU TOURISM ORGANIZATION is a government-owned public corporation that operates the official tourism promotion, marketing, and visitor services for Jeju Island. It runs designated duty-free retail stores (Jungmoon and Seongsan locations plus online platform), the VISIT JEJU multi-language tourism portal, the NOWDA digital tourism pass, J-Academy professional tourism education, the Jeju Tourism Big Data Platform, MICE business support, and the Jeju Welcome Center for one-stop visitor information.

Product overview

JEJU TOURISM ORGANIZATION operates a diverse tourism ecosystem consisting of multiple interconnected platforms and services. The core offerings include 비짓제주 (VISIT JEJU), a multi-language tourism portal; 제주 디지털 관광증 나우다 (NOWDA), a digital tourism pass; and 제주관광공사 인터넷면세점, an online duty-free shop. Supporting services include J-Academy for professional tourism education, 제주국제크루즈포럼 for cruise industry events, and 제주관광빅데이터플ATFORM for tourism analytics. Physical infrastructure includes 제주웰컴센터 visitor centers. The organization also operates 탐나오 for discounted tourism products.

Differentiator

Problem solved

Functional benefit

Brands

• VISIT JEJU (비짓제주): Official Jeju tourism portal and platform providing tourist information, attraction guides, and travel planning tools for visitors to Jeju Island.
• 제주웰컴센터 (Jeju Welcome Center)
• J-Academy
• 제주관광빅데이터플랫폼 (Jeju Tourism Big Data Platform)
• NOWDA (나우다)
• 탐나오
• 제주관광공사 인터넷면세점 (Jeju Tourism Organization Online Duty-Free)
• 제주국제크루즈포럼 (Jeju International Cruise Forum)
• 카름스테이 (Kareumstay)

Products and services

• VISIT JEJU (비짓제주) Multi-Language Tourism Platform
• NOWDA (나우다) Digital Tourism Pass

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered major, minor and core.

• Shinhan Card (신한카드)majorTechnology or Integration · 26 December 2025Provides tourism spending structure analysis services. Contract value: 379 million KRW for 2025 Jeju tourism revenue structure analysis.
• ComeUp in Jeju (커머업 인 제주)minorStrategic or Co-development Partner · 29 September 2025Startup ecosystem event partnership supporting startup tours and ecosystem development in Jeju tourism sector.
• Village Tourism Operators (마을여행 전담여행사)majorChannel Partner/ Reseller/ Distributor · 17 February 2025Certified village tourism operators receiving Kareum Stay branding and marketing channel access. Selected through competitive process (5 operators selected in 2025).
• OrangeWave (오렌지웨이브)coreTechnology or Integration · 1 January 2025Service provider for multi-language VISIT JEJU platform operation. Contract value: 300.61 million KRW annually for platform maintenance and operations.
• Pokémon (포켓몬 제주 프로젝트)majorStrategic or Co-development Partner · 1 January 2025Cross-promotional partnership linking Pokémon Go with Jeju tourism. NOWDA digital tourism pass integrated with Pokémon Jeju project for promotional campaigns.
• Korea Tourism Organization (한국관광공사)coreStrategic or Co-development Partner · 4 December 2024Joint marketing initiatives including the KTO-RTO human rights quiz event for promoting respectful tourism culture. Collaborates on international tourism promotion campaigns.
• Korea Customs Service (관세청)coreOthersLegal requirement under the Jeju Special Self-Governing Province Travelers Duty-Free Special Regulations. Provides purchase customer management data for duty-free quota enforcement on domestic visitors.
• Jeju Special Self-Governing Province (제주특별자치도)coreStrategic or Co-development PartnerParent government entity providing funding and policy direction for tourism promotion. Co-manages programs including Jeju International Cruise Forum, village tourism, and digital transformation initiatives.
• Jeju Tourism Association (제주특별자치도관광협회)majorStrategic or Co-development PartnerLocal tourism industry association for coordinated tourism marketing and quality standards. Collaborates on festival events and industry support programs.
• Infomind (주)인포마인드)coreTechnology or IntegrationIT vendor for VISIT JEJU system development and maintenance, as well as duty-free store system software maintenance.
• Sisnet Information Technology (주)시스넷정보기술)coreTechnology or IntegrationIT infrastructure vendor handling server hardware/software security and integrated maintenance for Jeju Tourism Organization systems.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lotte Duty Free: Lotte Duty Free is the largest duty-free retailer in Korea and operates across Jeju alongside JTO's designated stores. It competes for the same departing-tourist wallet and offers comparable tax-free merchandise, making it the primary commercial incumbent in JTO's profit-driving business.
• Shilla Duty Free (Hotel Shilla): Shilla Duty Free is a major Korean duty-free operator with downtown and airport locations that overlap with JTO's designated stores. It is a direct competitor for international tourist duty-free spend in Korea.
• Trip.com Group: Trip.com operates Ctrip, Skyscanner, and Trip.com, dominating Asia-Pacific online travel distribution. It overlaps with VISIT JEJU on discovery, booking, and language-localized content for outbound Asian tourists visiting Jeju.

Direct peers

• Singapore Tourism Board: STB is a national tourism board that combines destination marketing, MICE bidding, and industry capability development. Its integrated MICE-plus-tourism strategy and emphasis on ASEAN source markets parallel JTO's 2025 ASEAN+α priorities.
• Hong Kong Tourism Board: HKTB is a government-subvened DMO running multi-language destination marketing, festivals, and cruise tourism development for a single territory. Its integrated marketing-plus-MICE-plus-cruise mandate closely mirrors JTO's portfolio.
• Korea Tourism Organization (KTO): KTO is South Korea's national DMO and JTO's direct counterpart at the national level. JTO has a formal Core partnership with KTO for joint marketing and human-rights tourism campaigns, making them structurally and operationally the closest peer.
• Tokyo Convention & Visitors Bureau: TCVB is a publicly-backed DMO promoting inbound tourism, MICE, and city branding for Tokyo. It shares JTO's mandate of destination marketing, MICE support, and visitor information services, and competes for the same East Asian inbound traveler.
• Busan Tourism Organization (Visit Busan): Visit Busan is a regional DMO with the same public-corporation structure as JTO, running multi-language visitor platforms, festivals, and tourism promotion for a single Korean destination. It is the most direct functional twin within Korea.

Emerging players

• Klook: Klook is a leading Asia-Pacific activities and attractions booking platform that integrates with destination apps like VISIT JEJU. It is an emerging partner-competitor for in-destination booking, payment passes (analogous to NOWDA), and merchant acquisition.

Regional players

• Thailand Tourism Authority (TAT): TAT is a national DMO in a competing Southeast/Northeast Asian destination. It does not compete directly in Korea but competes for the same ASEAN+α inbound tourist and competes with JTO for international marketing mindshare in those source markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/visitjeju
• Facebookfacebook.com/visitjeju.kr
• Instagraminstagram.com/visitjeju.kr

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JEJU TOURISM ORGANIZATION