PATA and Jeju Tourism Organization Partner to Enhance Jeju’s Responsible Tourism Development
Photo (L/R): Suman Pandey, Vice Chair, PATA; Peter Semone, Chair, PATA; Noor Ahmad Hamid, CEO, PATA; Koh Seung Chul, President, Jeju Tourism Organization; Hyun-chul Shin, Director, Jeju Tourism Organization; and Adaline You, Deputy Manager, Jeju Tourism Organization, after the MoU signing between the two organisations.
CHIANG RAI, THAILAND, December 3, 2025 – The Pacific Asia Travel Association (PATA) and the Jeju Tourism Organization (JTO) have announced a new collaboration agreement to promote and support responsible travel and tourism for Jeju Island, Korea (ROK), and to establish a foundation for a future PATA event to be organised in Jeju.
The Memorandum of Understanding (MoU) was signed by PATA CEO Noor Ahmad Hamid and JTO CEO Koh Seung Chul at the PATA Destination Marketing Forum 2025 (PDMF 2025) in Chiang Rai, Thailand. This milestone, witnessed by over 300 tourism professionals from across the globe, marked a new era of collaboration between the two organisations.
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.
About JTO
The Jeju Tourism Organization is a local public enterprise of the Jeju Special Self-Governing Province, established with the vision of "A public enterprise of the people realizing a sustainable Jeju economy through tourism." Its purpose is to foster the tourism industry, promote regional economic development, and enhance public welfare. JTO strives to realize 'Value Tourism' in Jeju, aiming for a tourism environment where both people and nature are happy, and where both tourists and residents can enjoy the experience.
