Donghae City Analyzes Festival Big Data... Shifts Strategy From "Attracting Tourists" to "Stay-Type Tourism City"

Donghae City in Gangwon Province has analyzed big data on its flagship local festivals—the Mureungbyeolyucheonji Lavender Festival, Mukho Dojjaebi Festa, and Donghae Mureung Festival—to identify tourist movement patterns and consumption trends.

Utilizing KT’s big data and data from the Korea Tourism Organization’s DATA LAB, this analysis is significant in that it provides concrete figures on the real impact of these festivals on the local economy and tourism industry growth.

Exterior view of Donghae City Hall.

The results show that in 2025, a total of 218,643 tourists visited the three festivals, with total consumption estimated at approximately 10.3 billion won.

During the festival periods, the average daily number of tourists increased by up to 368% compared to normal times, and spending rose by 37%.

The Mureungbyeolyucheonji Lavender Festival recorded the highest proportion of visitors from outside the region at 77.5%, and its average daily tourist count surged by 368% compared to usual. Average daily spending during the festival was 629.91 million won, representing a 30% increase over the periods before and after the event. The majority of visitors were women and those in their 60s, confirming the festival’s competitiveness as an “emotional tourism” event.

At the Mukho Dojjaebi Festa, the average daily number of tourists during the festival was 17,374, up 38% from normal, while spending increased by 37% to 772.81 million won. With 52% of visitors coming from outside the area, the festival demonstrated strong tourist attraction, and a notable presence of men in their 50s further reinforced its identity as a maritime cultural festival.

The Donghae Mureung Festival attracted a total of 73,245 visitors, with locals comprising 75% of attendees. Tourist numbers during the festival were 123% higher than usual, and average daily spending reached 577.09 million won, a 12% increase. The festival stood out for high family and local resident participation, earning it recognition as a community-centered urban festival.

According to KT’s big data analysis, the main departure points for outside tourists were nearby cities such as Gangneung, Samcheok, and Wonju, with most movement concentrated in Donghae City. This suggests the city’s potential to develop as a stay-type tourist destination.

Among foreign visitors, the majority came from the United States, Vietnam, and Germany, and many engaged in active travel between nearby tourist attractions.

Based on these findings, Donghae City plans to tailor festival content to better match tourist demand, expand evening and experiential programs linked to local businesses, and enhance tourism infrastructure—including transportation, accommodation, and performances—to transform itself into a stay-type tourism city.

Donghae Mayor Sim Gyueon stated, “By analyzing our festivals through big data, we were able to objectively identify patterns in tourist behavior and spending. Going forward, we will strengthen data-driven, scientific tourism policies to build a sustainable festival ecosystem that drives the local economy and urban renewal.”

This content was produced with the assistance of AI translation services.