Jeju Island to issue NFT tourist cards to attract Gen Z visitors

Jeju Island in South Korea is set to trial the issuance of NFT-based tourist cards in a bid to engage younger travelers.

The island plans to launch these digital tourism cards in the second half of 2025.

The cards, which will be linked to non-fungible tokens (NFTs), will come with various perks, including travel subsidies and discounts at popular tourist locations.

Jeju aims to attract Millennials and Generation Z, individuals born between the late 1980s and early 2010s, with the goal of increasing repeat visits from younger tourists.

The island, known for its scenic hiking trails, resorts, and the UNESCO World Heritage site Seongsan Ilchulbong, is South Korea’s largest and most popular tourist destination.

This move is part of Jeju's broader effort to explore the use of blockchain technology.

Jeju has previously experimented with crypto-related initiatives, such as the launch of a blockchain-based COVID-19 contact tracing app in 2021.

In March 2024, Jeju officials also met to discuss how blockchain and NFTs could stimulate the local economy.

The discussions included the use of NFTs in tourism and their potential application in industries such as fishing.

The NFT tourist cards will undergo a trial phase before a full rollout in the second half of 2025.

Jeju officials believe this initiative will enhance the island’s appeal, particularly as the popularity of NFTs continues to rise.

According to reports, NFT sales reached $8.83 billion in 2024, marking a slight increase from 2023 but still far from the peak of $23.7 billion in 2022.

Considering that there were 610,000 more cryptocurrency users in South Korea in November 2024 alone, Jeju is hoping to capitalise on this trend and increase travel among the younger demographic.