The Pacific Asia Travel Association (PATA) and the Jeju Tourism Organization (JTO) have signed a cooperation agreement to promote responsible tourism in Jeju Island and lay the groundwork for a future PATA event in the Korean island province.

The Memorandum of Understanding was signed by PATA CEO Noor Ahmad Hamid and JTO CEO Koh Seung Chul during the PATA Destination Marketing Forum 2025 in Chiang Rai, witnessed by more than 300 tourism professionals, a press release said.

Calling the deal a “momentous chapter,” Hamid said the partnership comes as Jeju marks 40 years of PATA membership and continues to demonstrate “visionary leadership” in sustainable tourism. Jeju has twice won the PATA Gold Award.

With JTO now overseeing MICE promotion for Jeju Special Self-Governing Province, the agreement is expected to strengthen the island’s competitiveness in the global meetings and events sector.

JTO chief Koh Seung Chul said the MoU would help Jeju expand its reach across the wider Asia-Pacific region and enhance its international competitiveness.

The partnership focuses on responsible travel promotion and cooperation in sustainability, community benefits, cultural preservation, environmental protection, advocacy, knowledge sharing, and future event planning.