Jeju Island, a renowned tourist destination in South Korea, is gearing up to launch non-fungible token (NFT) tourist cards to captivate millennials and Gen Z travelers. Set to roll out in the second half of 2025, these digital cards are part of the island’s broader strategy to integrate blockchain technology into its economy.
Blockchain Meets Tourism on Jeju Island
According to a report from the Maeil Business Newspaper on Jan. 5, the NFT-linked tourist cards will come with perks such as travel subsidies and discounts at popular tourist attractions. The initiative aims to boost visitation rates among younger demographics, who are often drawn to innovative, tech-savvy experiences.
Before the full rollout, a trial phase will assess the program’s feasibility and impact. Officials hope the cards will not only attract new visitors but also encourage repeat trips by offering unique benefits tied to the digital tokens.
This is not the first time a government has used Blockchain to drive tourism. Thailand also has a history of embracing cryptocurrencies to attract travelers in the country.
A History of Blockchain Innovation
In 2021, Jeju Island implemented a blockchain-based COVID-19 contact tracing system, highlighting its openness to leveraging emerging technologies.
Discussions about integrating blockchain and NFTs into Jeju’s tourism sector began in earnest in March 2024, as local officials explored potential applications in museums, restaurants, and even the fishing industry.
The NFT tourist cards align with a broader national trend of renewed interest in crypto. South Korea witnessed a surge in crypto adoption in late 2024, fueled by positive regulatory developments in the United States. According to Democratic Party Representative Lim Kwang-Hyun, the number of South Korean crypto users rose by 610,000 in November 2024, bringing the total to 15.6 million—roughly 30% of the population.
While NFT sales volumes in 2024 reached $8.83 billion, surpassing 2023 figures, the numbers remain far below the record-breaking $23.7 billion seen in 2022. The initiative byJeju Island could provide a major use case for NFTs beyond speculative trading, offering practical benefits to travelers.
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