Analysts say Jeju has benefited from a lot of free advertising in recent years as it’s been featured in social media and on TV programs. The local branch of the Bank of Korea says one show in particular has had a massive effect. Joseph Kim reports.

Hyori's Bed and Breakfast is a television program starring the celebrity couple (이효리) Lee Hyori and (이상순) Lee Sang-soon.

It shows the couple's life on the island.

Specialists say that the economic impact of the program on Jeju is up to hundreds of billions of won.

What impact does the program make on the local tourism industry?
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The degree of awareness of tourism spots that appeared on the broadcasts increased after the show.

Especially, the web search frequency of the least popular spots including (궷물) gwetmul oreum has grown 2,000 fold in a month. -----C.G-------------------

The number of Korean nationals visiting the island recorded an all-time high between June 2017 and May 2018 when season one and two of the show aired.

Given the unfavorable economic conditions and the reduced number of flights to Jeju, the increase is remarkable.

The number was one million more than expected.
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The growth in the number of tourists made a measurable economic impact.

The production inducement effect created at local businesses including restaurants and hotels reached 625 billion won.

It has also created some 8,600 jobs.
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The increase of the number of tourists was limited, in terms of time. But the show had a significant impact on tourism trends and contents.

INTERVIEW
Kim Gwang-ryong / Jeju branch, Bank of Korea
A number of tourism spots appeared on the show. They were naturally introduced to viewers through the story in a positive and romantic way. Viewers learned about hidden gems like Gwetmul Oreum.
<인터뷰 :김광룡/한국은행 제주본부 과장>
"자연스럽게 스토리 전개 과정에서 나오다 보니까 거부감 없이 받아들여진 측면이 있고 긍정적이고 낭만적 이미지를 부각시켰고, 궷물오름 같이 숨겨진 지역 명소를 발굴해서…."

[Reporter] Joseph Kim
[Camera] Kim Yong-min

The Bank of Korea added that systemic management is required for the newly popular tourism spots to maintain their value.

Joseph Kim, KCTV