The 2026 Hwacheon Tomato Festival, extended from three to ten days, concluded on August 9, attracting over 58,000 visitors. While this figure is about half of last year's reported 120,000, the Hwacheon County implemented a new counting method this year that excludes duplicates and inflated numbers.
On the afternoon of August 10, at around 5:30 p.m., demolition work was underway at Sain Sports Park and the surrounding area in Hwacheon County. The Sain Stream, which had been filled with laughter and excitement from tourists for ten days, was now silent except for the sound of water. Large shade canopies flapped in the wind, and the artificial waterfall and fountain had stopped. The advertising balloons that floated above the festival site were also being taken down.
At the tomato sales area, only empty boxes and a banner for 'tomato delivery registration' remained. Water was being drained from the pools, and trucks were busy transporting event equipment. Workers were also bustling around the command center and main stage, moving tables, chairs, and tents.
The 'Find the Golden Ring' event area was also being dismantled. After 6 p.m., as the sun dipped below the western mountains, clouds tinged with red spread over the festival site, marking the gradual disappearance of the traces of the vibrant festival.
According to Hwacheon County, the festival, held from July 31 to August 9, drew approximately 58,000 visitors. Last year, the festival, which took place from August 1 to 3, reported about 120,000 attendees, including around 1,800 foreign tourists.
Although this year's festival duration was more than three times longer, the reported visitor count was 6,200 fewer than last year. However, the county noted that the two figures cannot be directly compared due to the new counting method introduced this year, which aims to provide a more accurate estimate by excluding duplicates and inflated numbers.
As a result, it is difficult to definitively conclude that the difference between last year's 120,000 and this year's 58,000 reflects a decline in visitors. However, the county should disclose the criteria for the new counting method, including the locations and time frames used, to ensure the objectivity of the figures and the comparability of year-to-year data.
This year's festival was the first major event since the launch of the 9th elected administration in Hwacheon County. The festival, which began in 2003, was extended from three days to ten and relocated from the Sa-chang-ri Cultural Village to the more spacious Sain Sports Park.
The benefits of the venue relocation were evident. The expanded event space and parking areas significantly reduced the severe parking issues and pedestrian inconveniences experienced in previous years. The valley-style water play area and large shade structures at Sain Stream attracted family visitors seeking relief from the summer heat.
Yoon Chang-seop, who visited the festival with his family from Dongducheon, said, “It was nice to enjoy the festival leisurely without the crowd. I liked the comfortable atmosphere that was not frustrating even in the heat.”
Family-oriented programs, including 'Find the Golden Ring,' sheep ranch experiences, woodworking, and safety training, were also offered. The military equipment exhibition featured hands-on experiences such as wearing combat uniforms, shooting, and mine detection.
Weekday attendance was also confirmed. On August 5, approximately 2,800 visitors attended the festival on a weekday. This suggests the festival has the potential to evolve from a weekend-centric event to a summer vacation destination.
Local volunteer organizations also contributed to the festival's operations. Residents began cleaning the event area and surrounding areas early in the morning before tourists arrived. A member of the Sa-in-myeon Saemaul Association stated, “Unlike in the past, local volunteer groups actively participated in cleaning and organizing the festival site from early morning. Everyone worked hard for the sake of regional synergy through the festival.”
The approach to connecting the festival with the local economy has also changed. For the first time this year, a participation fee of 3,000 won was charged for 'Find the Golden Ring,' with an equivalent amount provided in Hwacheon Love gift certificates. This strategy aimed to reduce the burden on tourists while encouraging spending at local restaurants and shops in Sa-chang-ri.
Tables at the festival site were numbered to facilitate delivery orders from Sa-chang-ri restaurants. The number of agricultural and specialty products sold, including Hwacheon tomatoes, corn, rice, and processed foods, increased to over 30 items. The county reported that there were no complaints regarding overpricing during the festival.
In the food sector, both successes and limitations were noted. Tomato ice cream, sorbet, and drinks were introduced, and 'Cheon-in's Table' featured tomato pasta. However, there were criticisms that there were not enough signature tomato dishes available for meals or snacks throughout the festival. There is a need for specialized food development that incorporates local agricultural products and tomatoes, with participation from residents and food artisans.
Content for weekdays should also be enhanced to match the extended schedule. As interest was concentrated on the golden ring event and weekend performances, programs are needed to keep tourists engaged during weekdays and off-peak hours.
The economic impact of the festival cannot be judged solely by visitor numbers. Analyzing the usage and sales of Hwacheon Love gift certificates, agricultural product sales, revenue from the Sa-chang-ri commercial area, and accommodation usage and duration will provide a clearer picture of how the ten-day festival contributed to local income. Hwacheon County plans to analyze this year's festival results and improve food offerings, entertainment, and attractions for next year.
Hwacheon County Mayor Kim Se-hoon expressed gratitude to all who visited the Hwacheon Tomato Festival over the ten days, stating, “On behalf of the residents of Hwacheon County, I would like to thank everyone who came to the festival. I promise that next year will bring an even more exciting, delicious, and refreshing festival.”
This year's festival emphasized accurate counting and local gift certificates, along with community participation, over sheer visitor numbers. The remaining challenge is to objectively demonstrate how the 58,000 visitors translated into income for farmers and merchants, as well as how it affected tourist accommodations and repeat visits.
* This article has been translated by AI.
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