Purpose Local governments in each region actively hold local festivals for the purpose of promoting the region and revitalizing the local economy. Existing studies related to local festivals have been actively conducted in tourism and related academic fields. Empirical studies to understand the effects of latent variables on local festivals and studies to analyze the regional economic impacts of festivals occupy a large proportion. Despite of practical need, since few researches have been conducted to predict the number of visitors, one of the criteria for evaluating the performance of local festivals, this study developed a model for predicting the number of visitors through various observed variables using a machine learning algorithm and derived its implications. Design/methodology/approach For a total of 593 festivals held in 2018, 6 variables related to the region considering population size, administrative division, and accessibility, and 15 variables related to the festival such as the degree of publicity and word of mouth, invitation singer, weather and budget were set for the training data in machine learning algorithm. Since the number of visitors is a continuous numerical data, random forest, Adaboost, and linear regression that can perform regression analysis among the machine learning algorithms were used. Findings This study confirmed that a prediction of the number of visitors to local festivals is possible using a machine learning algorithm, and the possibility of using machine learning in research in the tourism and related academic fields, including the study of local festivals, was captured. From a practical point of view, the model developed in this study is used to predict the number of visitors to the festival to be held in the future, so that the festival can be evaluated in advance and the demand for related facilities, etc. can be utilized. In addition, the RReliefF rank result can be used. Considering this, it will be possible to improve the existing local festivals or refer to the planning of a new festival.