Busan is good

Busan Metropolitan City Wins Top Excellence Award in the “2025 Pseudonymized Data Utilization Contest”

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Busan Metropolitan City (Mayor Park Heong-joon) announced that it won the Top Excellence Award in the Utilization Category at the 2025 Pseudonymized Data Utilization Contest hosted by the Personal Information Protection Commission on September 30, 2025.

The Pseudonymized Data Utilization Contest 2025 was jointly organized by the Personal Information Protection Commission, the Ministry of Science and ICT, the Ministry of Health and Welfare, the Financial Services Commission, and the National Tax Service, and hosted by the Korea Internet & Security Agency (KISA). The contest was held to promote public understanding and the broader application of pseudonymized data and was divided into two categories: Technology and Utilization.

Following a preliminary document screening, 26 teams advanced to the finals. After final presentations held on August 27, awards were presented to five teams in the Grand Prize category, ten teams in the Top Excellence category, and five teams in the Excellence category, totaling twenty-one awardees.

Busan Metropolitan City, together with Busan Techno Park and Paradise Hotel Busan, formed the PARADE (Paradise Analytics for Regional Attraction & Data Enrichment) team, which received high acclaim for its presentation analyzing the consumption patterns of Busan visitors based on premium hotel guest data.

This project pseudonymously combined hotel membership data with credit card transaction data to conduct in-depth analyses of both domestic and international tourists’ travel routes, stay types, gender and age group characteristics, and spending patterns.

The analysis revealed that guests of premium hotels played a significant role in driving consumption in the Haeundae and Gijang areas. It also showed that spending tendencies varied according to tourists’ places of residence and lengths of stay — day visitors tended to spend mainly on retail and shopping, while long-term visitors spent more on accommodations, dining, and cultural experiences.

The study also highlighted the need for the development of seasonal tourism content such as spring flower viewing, marine walks, wellness and health management programs, performances, and linked packages combining traditional markets and local specialty products. These strategies are expected to enhance visitor satisfaction and contribute to revitalizing the regional economy.

Jeong Na-young, Director General of Busan Metropolitan City’s Future Technology Strategy Bureau, stated,
“This analysis has allowed us to confirm the economic impact of premium hotel guests on local commercial districts. Busan Metropolitan City will actively utilize the findings on visitor consumption patterns in developing economic impact assessments and strategies for tourism revitalization.”