The Pacific Asia Travel Association (PATA) and the Jeju Tourism Organization (JTO) have signed a Memorandum of Understanding on 3 December 2025 in Chiang Rai, Thailand, to advance responsible tourism development on Jeju Island in the Republic of Korea.
The agreement aims to promote sustainable travel practices, strengthen Jeju’s position in the meetings, incentives, conferences and exhibitions (MICE) sector, and lay the groundwork for a future PATA event in Jeju.
The MoU is signed during the PATA Destination Marketing Forum 2025, where more than 300 tourism professionals from around the world attend. It establishes a framework for long-term cooperation between PATA and JTO, with a focus on responsible tourism, international cooperation and qualitative growth for Jeju as a regional and global destination.
PATA CEO Noor Ahmad Hamid said, “The signing of this MOU represents a truly momentous chapter for both PATA and the Jeju Tourism Organization—made even more significant as Jeju marks an extraordinary 40 years of unwavering membership with our Association. As a two-time PATA Gold Award winner, Jeju has long exemplified visionary leadership, bold innovation, and a steadfast commitment to building a sustainable and resilient tourism future. Jeju’s transformative initiatives continue to set a powerful standard for the Asia Pacific region and beyond. At this pivotal moment, we are honoured to deepen our collaboration and stand alongside Jeju as it advances its global prominence and reinforces its stature as one of the world’s most distinguished, responsible, and inspiring tourism destinations.”
With JTO assuming responsibility for MICE industry promotion in the Jeju Special Self-Governing Province, the MOU is poised to drive meaningful qualitative growth and strengthen Jeju’s position in the increasingly competitive global MICE landscape.
JTO President Koh Seung Chul said, “This MOU has laid the groundwork for Jeju to expand its reach beyond East Asia into the wider Asia Pacific region. Moving forward, the Jeju Tourism Organization, which executes MICE industry promotion policy, will strive to strengthen Jeju’s international competitiveness through this new international cooperation.”
The agreement emphasises the joint promotion of responsible travel to Jeju Island, aligning both organisations under a shared effort to encourage the destination towards best-practice principles in the MICE industry, international cooperation, sustainability, community benefits, cultural preservation, and environmental protection. It further outlines various areas of collaboration, including advocacy, knowledge sharing, and event organisation.
Photo (L/R): Suman Pandey, Vice Chair, PATA; Peter Semone, Chair, PATA; Noor Ahmad Hamid, CEO, PATA; Koh Seung Chul, President, Jeju Tourism Organization; Hsun-chul Shin, Director, Jeju Tourism Organization; and Adaline Yoo, Deputy Manager, Jeju Tourism Organization, after the MoU signing between the two organisations.
