Successful creations such as the “Echigo-Tsumari Art Field” and the “Setouchi International Art Festival” have attracted millions of art enthusiasts and tourists, promoting economic growth in various sectors including tourism and transportation. Japanese travel industry analysts predict that the number of visitors to Japan in 2024 will increase by 1.5 times, reaching 33.1 million people, setting a new record high after lifting pandemic restrictions.
OSAKA, JAPAN (Merxwire) – In recent years, Japan has actively transformed its regional industries towards the development of art tourism, injecting new life into the declining rural areas of Niigata and the industrial base of the Seto Inland Sea. Successful creations such as the “Echigo-Tsumari Art Field” and the “Setouchi International Art Festival” have attracted millions of art enthusiasts and tourists, promoting economic growth in various sectors including tourism and transportation. Japanese travel industry analysts predict that the number of visitors to Japan in 2024 will increase by 1.5 times, reaching 33.1 million people, setting a new record high after lifting pandemic restrictions.
According to statistics from the Japan National Tourism Organization (JNTO), the number of visitors to Japan in 2023 was approximately 25.07 million, almost reaching 80% of the pre-pandemic levels. In January 2024, the number exceeded 2.6 million; in February, it surpassed 2.79 million, repeatedly setting new monthly records. Compared to Europe and America, Japan’s low prices and weak exchange rates attract international travelers, driving rapid recovery in the number of visitors to Japan. The ongoing trend of major art events will further boost the economic benefits of art tourism in these regions.
In 2024, Major international art events in Japan include:
● The Sapporo International Art Festival (January 20 to February 25)
● The 2024 Sado Island Galaxy Art Festival (August 11 to November 10)
● The Miyakawa International Art Triennale (Scheduled for summer)
● The Echigo-Tsumari Art Field (July 13 to November 10)
● The Northern Alps International Art Festival (September 13 to November 4)
● The Forest Festival of the Arts Okayama (September 28 to November 24)
In addition, it is worth mentioning the highly anticipated 2025 Setouchi International Art Festival (April 18). The dates for the above events are subject to the official announcements by the organizer.
The “Echigo-Tsumari Art Field” is renowned as the “world’s largest international art festival,” using the rural settlements of Tokamachi City and Tsunan Town in the southern part of Niigata Prefecture as its stage, showcasing artworks from around the world amidst vast mountains. This event began in 2000 and is held every three years, with the most recent scheduled from July 13 to November 10, 2024, spanning both summer and autumn and featuring approximately 300 artworks, allowing visitors to experience the beauty of art and nature.
In recent years, the scale of the Echigo-Tsumari Art Field has continued to expand, with each edition attracting over 500,000 visitors, bringing over 5 billion yen in economic benefits to the surrounding areas. This event has revitalized remote areas, bringing vitality back to rural areas and farmland suffering from severe depopulation and aging. Still, it has also served as a platform for international art enthusiasts to exchange ideas. Alongside appreciating art, visitors can experience traditional Japanese farmhouse accommodations and savor local mountain delicacies, making it a unique cultural tourism itinerary in Japan.
Similarly, held every three years, the “Setouchi International Art Festival” brings art into communities, attracts global art enthusiasts to Japan, and creates more than 10 billion yen in economic chain benefits for the local area. The next Seto Inland Sea International Art Festival will be held from April 18 to November 9, 2025, divided into spring, summer, and autumn sessions, coinciding with the Expo 2025 Osaka, Kansai, Japan, with increased participation from islands and activity areas, estimated to attract around 1.5 million art enthusiasts and tourists.
The activity area of the 2025 Setouchi International Art Festival will not only include the same islands and areas as the previous edition, such as Naoshima City, Okayama City, and Inujima, but also add areas such as Sanuki shi City, Higashikagawa City, and Utazu Town, totaling 17 islands and regions. This event centered around Hyogo Prefecture, connects Kansai and the Seto Inland Sea, forming a large exchange area. International art curatorial institutions have recognized the geographical advantage of Osaka. They are preparing to expand into the Japanese market, such as Taiwan’s Kasashima Gallery opening an art base in Osaka. Through on-site exhibitions and emerging digital PR services, Asian creators can fully showcase their charm.
Yule, PR of Kasashima Gallery, pointed out, “The Seto Inland Sea boasts natural landscapes and cultural attractions and features masterpieces by architects like Tadao Ando and artists like Yayoi Kusama, adding to its allure. The Setouchi International Art Festival has become a must-visit event for global art enthusiasts. With this event coinciding with the Expo and the imminent opening of the Yumeshima Integrated Resort, the expected economic benefits of 2 trillion yen give us more confidence to establish a presence in Osaka, exploring forward-thinking artistic creations and providing artists with more online and offline exposure.”
According to reports from Art Basel & UBS Survey of Global Collecting, Asian dealers experienced significant growth in Japan and South Korea in 2023. Japan’s art market has grown by 28% in recent years due to the active hosting of international art events such as the Tokyo International Art Fair and the Art Collaboration Kyoto. International art festivals have gradually become the main platform for showcasing and selling Asian art, strengthening global art exchanges, and connecting the art and tourism markets, fostering a larger international economic market.