25th Gwangyang Maehwa Festival Draws 710,000 Visitors and Achieves 97.2 Billion Won in Economic Impact

Gwangyang City in South Jeolla Province announced that the 25th Gwangyang Maehwa Festival confirmed its status as a leading spring flower festival, attracting 711,679 visitors during the festival period and a total of 1,004,319 visitors to the Gwangyang Maehwa Village area throughout March. Admission revenue reached an all-time high, and the economic impact was recorded at 97.2 billion won.

On April 28, the city held a '25th Gwangyang Maehwa Festival Results Briefing' in the Creative Room at City Hall to review the festival's performance and departmental achievements. The meeting was presided over by Acting Mayor Kim Jeongwan of Gwangyang, with over 40 participants including bureau and department heads, who shared the festival results and discussed areas for improvement.

Gwangyang City held a briefing on the "Gwangyang Maehwa Festival," reporting 711,679 visitors during the festival period, 1,004,319 visitors to the Gwangyang Maehwa Village area throughout March, record-high admission revenue, and an economic impact of 97.2 billion KRW. Provided by Gwangyang City

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This year's festival was held over ten days from March 13 to 22 in the Gwangyang Maehwa Village area. With the theme 'Maehwa Blossoms in the Light That Never Fades (Gwangyang) Throughout the Four Seasons' and the slogan 'Maehwa Embroidered by Light, Spring Dyed by Maehwa,' the festival featured exhibitions, performances, and hands-on programs.

During March, the total number of visitors to the Gwangyang Maehwa Village area reached 1,004,319, of which 711,679 attended during the festival period. This marks an increase from the 373,390 visitors in the same period last year. The city attributes this growth to the use of accumulated temperature data to predict blooming periods and to the subsequent adjustment of the festival schedule to coincide with the peak bloom.

The paid ticketing system was also operated smoothly. Admission revenue amounted to 735 million won, up from 240.05 million won last year, setting a new record. By refunding admission fees as local gift certificates, the city encouraged local spending and ensured that festival profits contributed to the revitalization of the local economy.

The economic impact also expanded. The city analyzed that ticket revenue was 735 million won, direct effects totaled 3.55 billion won, and the overall economic impact amounted to 97.2 billion won. This represents more than double the 47.6 billion won recorded last year.

This year’s festival was organized as a stay-type event combining performances, experiences, and food. The special exhibition of folk paintings by artist Eom Jaegwon and a media art exhibition expanded the cultural content, while participatory programs such as the outdoor Maehwa reading program and the Secret Garden were also offered.

The area around the Gwangyang Maehwa Culture Center served as the main venue, where performances and competition programs were concentrated. Highlights included performances by the Gwangyang City Arts Troupe, busking sessions, and a neighborhood concert competition featuring 12 towns and districts. Experiential contents such as the Spring Day Love Letter, Life Four-Cut Photo Booth, and Visible Studio were provided to extend visitors’ stay.

Food offerings were also expanded. The festival featured Kim Guk Set Meals using local ingredients, Gwangyang Bulgogi Gimbap, Gwangyang Maesil Hanwoo Burger, Maesildama Dosirak (lunchbox), Gwangyang Native Chicken Skewers, and the Seomjingang Maehwa Mashil Cafe Zone. By expanding participation from direct trade markets, local food restaurants, and cafes, the festival successfully linked consumption to local commercial revitalization.

The transportation system was improved as well. Two shuttle bus routes served the festival site, while downtown shuttle services and parking capacity were expanded and cooperation with related organizations was strengthened. In particular, the downtown shuttle bus achieved an 87.7% utilization rate compared to the initial plan.

This festival adhered to Gwangyang City's 'Three Nos' policy: no cars, no disposable products, and no price gouging. The city enhanced the visitor experience by expanding the use of reusable containers, maintaining reasonable pricing, and operating a shuttle-based transportation system.

According to a festival satisfaction survey, the expected outcome score was 6.14 out of 7 (up from 5.57 last year), and the event satisfaction score was 6.28 (up from 5.42 last year), representing increases of 0.57 and 0.86 points, respectively. Notably, the score for 'The Festival is Fun' rose by 1.12 points from last year to 6.42, the largest increase among all items.

Based on these results, Gwangyang City plans to further improve festival operations by upgrading transportation and parking, convenience facilities, and developing new programs.

A Gwangyang City official stated, "The combination of blooming period predictions using accumulated temperature data, diverse content, and efficient traffic management led to an increase in visitors. We will continue to develop the Gwangyang Maehwa Festival as a stay-type tourism event to contribute to the revitalization of the local economy."

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