Blog

Objective / insight

• As going abroad has grown increasingly challenging, Jeju Island has become an even more popular road trip destination for South Koreans because to Covid-19. Around 87 percent of visitors to Jeju travel by auto, with an increasing percentage of safety-conscious tourists preferring socially separated travel in their own vehicles.

Implemented strategy

• Slow Road proposes a total of 50 alternative routes that connect renowned sites with lesser-known picturesque sites in seven different regions, each with a unique theme that embodies Jeju’s multifaceted beauty. Each route has five to eleven waypoints to provide a diverse range of picturesque routes to appeal to a variety of demographics as the seasons change, as well as the added benefit of minimizing traffic congestion on the island’s main roads.
• Eun-Sook Koh, president & CEO, Jeju Tourism Organization, said: “We developed Slow Road campaign to raise awareness about the diverse beauty of Jeju Island, and to help safe travels by guiding travelers to different parts of the island while dispersing tourist population that were usually concentrated in only a few famous attractions. Since a large portion of the local economy relies on tourism, we hope this campaign will also help balance development between regions by broadening tourist attractions.”