[Edaily Kang Gyeong-rok Travel Reporter] As the summer vacation season came to an end and Jeju’s beaches grew quieter, they were suddenly filled with excitement this fall. Escaping the stuffy indoor gyms, a crowd of over 1,200 people flocked to a unique fitness competition set against the backdrop of Jeju’s pristine ocean and sandy beaches. The event is gaining attention as a new tourism model that breathes new life into the local economy during the off-season.

The Jeju Special Self-Governing Province and the Jeju Tourism Organization announced on the 12th that the “2026 Jeju Beach Games,” held on the 10th in the area around Gimnyeong Beach in Gujwa-eup, Jeju City, concluded successfully. Held for the first time this year, the event was a huge success, drawing over 1,200 people, including fitness athletes and spectators from across the country.
This event is a new-concept beach sports festival that combines Jeju’s natural environment with “functional fitness.” The open expanse of the Gimnyeong sea and the deep, soft sandy beach served as the ultimate arena. Participants, competing in teams—including mixed-gender trios and same-gender duos—pushed their limits by sprinting across the sand, lifting heavy equipment, and navigating four different stations.
Participant A, who came from the mainland, said, “Lifting barbells on the sand while feeling the sea breeze was a completely different experience from typical indoor competitions,” adding, “The moment I persevered to the very end with my teammates against the backdrop of the Jeju sea will stay with me for a long time.” After fierce competition, the “Sudongtae” team claimed victory in the mixed division, while the “Rikabuljimalara” and “Honey Badgers” teams took home the titles in the men’s and women’s pairs divisions, respectively.

Outside the intense competition, a variety of hands-on events drew crowds of spectators. Programs combining marine sports and fitness—such as beach yoga, beach runs, keg toss, and paddleboarding—were well-received. Tourist B, who visited with their family, smiled and said, “I stopped by just to see the autumn sea, but I lost track of time watching the spectacular sight of athletes lifting barbells on the sandy beach. Thanks to that, I came away with my hands full of gifts—it was a wonderful weekend outing.”
Most encouraging of all was that the excitement of the event directly translated into increased sales for local businesses. Typically, after closing hours, Gimnyeong Beach was merely a stopover for drivers passing by on the coastal road, but this day was different. Nearby beef noodle restaurants and ocean-view cafes—which are usually quiet on weekends—were packed all day long with participants in athletic wear and cheering fans, leaving no room to stand, and they enjoyed a windfall of business out of the blue. In effect, the sports event transformed idle spaces during the off-season into “destination tourism spots.”
Based on this success, the provincial government and the Jeju Tourism Organization plan to expand the event to an international scale. An official from the Jeju Tourism Organization emphasized, “We’ve created a new reason to visit Jeju by extending beach tourism demand—which is typically concentrated in the summer—into the fall through sports content,” adding, “Going forward, we will work to attract international athletes and collaborate with global sports brands to establish a sustainable operating model that preserves Jeju’s natural environment while delivering tangible benefits to the local economy.”