Daniel Walker
Jeju Island, one of South Korea’s premier tourist hotspots, is preparing to introduce non-fungible token (NFT) tourist cards in the latter half of the year. This initiative aims to attract millennial and Gen Z visitors while fostering repeat tourism, according to South Korean news agency Yonhap.
The program, called the “digital tourism resident card”, offers various incentives to its NFT holders, including travel subsidies and discounts at key attractions. Visitors can also document their trips by bookmarking their travel times and locations and uploading photos to a dedicated platform.
The local government plans to develop the NFT card system and its platform by mid-year, with the official launch scheduled for September’s three-day Chuseok holiday. Jeju’s ambitious goal is to issue 100,000 NFT cards in 2025, though the program will initially be limited to domestic travelers.
Oh Young-hoon, Jeju’s governor, emphasized the versatile applications of NFTs, including in tourism and agricultural traceability. His statement in March last year highlighted the government’s innovative approach to leveraging blockchain technology for public benefit.
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Tackling Declining Domestic Tourism
The move to introduce NFTs comes amid a drop in Jeju’s domestic tourism numbers, particularly in younger age groups. The Bank of Korea’s local economy report revealed declines among travelers aged 10–50, with only the 60-and-older demographic showing growth.
Jeju’s tourism challenges have been compounded by political instability and the tragic Jeju Air flight 2216 accident, as reported by the Korea Economic Daily. Domestic visitor numbers fell by 7% year-over-year in the past month, with the island welcoming 946,451 visitors during the period.
By adopting NFT technology, Jeju Island hopes to reinvigorate its tourism sector, targeting tech-savvy generations while offering innovative benefits to enhance the travel experience.
