Professor Moon Seong-jong named seventh president of Jeju Tourism Organization; solutions to declining visitor numbers and duty-free shop losses face a test

【Financial News Jeju = Jeong Yong-bok, Staff Writer】 Moon Seong-jong, a professor at Jeju Halla University, has been appointed to lead the Jeju Tourism Organization, which faces the dual challenges of declining domestic tourism and poor performance at its designated duty-free shop. Turning visitor-attraction results into local spending and income for Jeju residents, and improving the profitability of loss-making businesses, have emerged as major tasks for the new president.
According to the Jeju Special Self-Governing Province, Governor Wi Seong-gon presented a letter of appointment to Moon Seong-jong, the newly appointed seventh president of the Jeju Tourism Organization, at Tamna Hall in the provincial government building on the morning of the 9th. His three-year term runs from that day through November 8, 2029.
The new president, Moon, earned a doctorate in tourism from Hanyang University and has been a professor at Jeju Halla University since 1995. He has served as a member of the Presidential Policy Planning Committee, a member of the committee that promoted the establishment of the Jeju Tourism Organization and a non-executive director of the organization, as well as chair of the Jeju Casino Industry Supervisory Committee.
The tourism market facing the new president is far from favorable. According to the Jeju Tourism Association, 990,400 domestic tourists visited Jeju in October, down 12.9% from the same month last year. Foreign tourist numbers rose 10.0% to 232,700, but total visitors fell 9.3% to 1,223,100.
The cumulative number of domestic tourists from January to October this year also fell 0.8% from the same period last year, to 9,489,200. Reduced seat capacity on domestic flights and rising airfares have been cited as factors constraining domestic tourism demand.
Alongside the changing mix of visitors, the performance of the designated duty-free shop, a Jeju Tourism Organization revenue-generating business, also needs to improve. Sales at the organization’s designated duty-free shop fell from KRW 53.9 billion in 2022 to KRW 29.9 billion last year, a drop of KRW 24 billion (44.5%) in three years. The organization faces the task of securing its financial health while responding to changes in tourist spending patterns and the weakening competitiveness of the duty-free shop.
At a confirmation hearing held by the Jeju Provincial Council’s Culture, Tourism and Sports Committee on the 5th, the shop’s annual losses of around KRW 2 billion also came under close scrutiny. Council members at the time said that Moon’s plan to normalize operations lacked detail and that his experience in organizational management was limited. Questions were also raised about his ethics and expertise, including whether the farmland he owns is actually being cultivated and the absence of research output over the past 15 years.

During the confirmation process, Moon said he would address the issues raised, including the management of his farmland, and wind down outside commitments, including his university professorship, so he could focus on running the organization.
Taking into consideration his expertise in tourism, understanding of the organization’s operations and commitment to improving its management, the provincial council adopted a confirmation hearing report finding him qualified. It nevertheless recommended that the feasibility of his plans for new revenue-generating businesses and organizational reform be monitored on an ongoing basis.
At his confirmation hearing, Moon also outlined plans to shift from a policy focused on attracting tourists to one that increases their length of stay and local spending. He said he would develop tourism products using Jeju’s distinctive natural, cultural and culinary resources, identify new revenue-generating businesses, and address overlapping responsibilities with the Jeju Tourism Association.
Since an increase in tourist numbers does not automatically mean an increase in residents’ incomes, it is important to use concrete indicators to determine how much tourist spending reaches local small businesses and lodging, dining and experiential businesses.
The Jeju Tourism Organization is a local public corporation responsible for implementing tourism policies and supporting the tourism industry. It is tasked with both developing the policy capabilities needed to respond to changes in the tourism market and improving the profitability of its own businesses, including the designated duty-free shop.
At the appointment ceremony, Governor Wi referred to Moon’s experience and expertise in tourism and urged him to “work closely with the relevant departments at the provincial government to strengthen Jeju tourism’s competitiveness.”
Moon Seong-jong, the newly appointed president, said, “Because tourism is closely connected to every area of provincial administration, I will faithfully carry out the provincial government’s tourism policies and work as one team with public officials to deliver results that advance Jeju tourism.”


[email protected] Jeong Yong-bok Reporter