By Park Si-soo
Jeju Island has boosted its international reputation as a fascinating tour destination, but its status globally has been underrated relative to other sites.
Chung Un-chan, chairman of the National Committee for the New7Wonders of Nature, cited travelers’ ignorance of the “true worth” of Jeju as a primary reason behind this.
Mindful of the underestimation, Chung, a former prime minister, said he will put a focus on raising Jeju’s international profile by promoting the island’s scenic and unique tourism assets.
Jeju, the largest volcanic island in South Korea, is vying with 27 other tourism spots around the world to be crowned as one of seven new natural wonders of the world in an online vote. The non-profit New7Wonders Foundation in Switzerland administers the poll.
“Out of the 28 finalists, Jeju is the only candidate where people, nature, culture and prehistoric heritage harmoniously coexist at a single location,” Chung said in an interview with The Korea Times, Tuesday.
“Jeju is also the only candidate equipped with all seven major factors the foundation suggests to become a global tourism spot — scenery, an island, a volcano, beaches, caves, waterfalls and forests,” he added.
It is the only East Asian location that made the final 28.
Jeju Island is the world’s first and only place to be awarded a triple crown as a UNESCO-designated biosphere reserve in 2002; a World Natural Heritage in 2007; and a Global Geopark in 2010.
“Jeju’s designation as a new wonder will become an effective tool to promote the need for preserving the natural environment and promoting human welfare as well as sustainable growth,” Chung said.
Jeju’s designation will become a great boon to South Korea’s economy as well as its national image.
“Seoul’s brand value soared after it was designated as the World Design Capital last year. The designation played a pivotal role in boosting tourism to Seoul and other parts of the country. Jeju will gain far greater benefit if it’s designated,” he said.
This competition coincides with the 2010-2012 Visit Korea campaign, a state-led push to enter the list of top-20 tourism hubs and attract 10 million inbound tourists each year.
Chung added Jeju’s designation will help correct the wrong image of South Korea in some remote countries where it is still described as a country on the brink of war with nuclear-armed North Korea. “The designation will provide great leverage in attracting rich and influential figures from European states,” he said.
Another study showed countries with seven human-built wonders, designated in 2007 in an online vote administered by the same foundation, saw an increase of inbound travelers by 80 percent from the previous year.
Chung’s committee will launch intensive promotional campaigns, particularly in China and Japan, early next year, with the final voting slated for Nov. 10 this year.
“Jeju will make all efforts to become a global natural heritage and I hope world citizens will acknowledge its commitment,” said Chung.