Publication of "Survey Report on Western Tourists Visiting Shikoku" - Two Consecutive Years of In-Person Surveys Reveal Inbound Tourist Behavior and the Potential of Shikoku Tourism
The Shikoku Tourism Organization and the Development Bank of Japan have published a survey report on Western tourists visiting Shikoku. The report reveals an increase in tourists visiting specifically for Shikoku, an influx from Osaka, and challenges faced by long-term visitors.
📋 Article Processing Timeline
- 📰 Published: May 15, 2026 at 03:05
- 🔍 Collected: May 14, 2026 at 18:32
- 🤖 AI Analyzed: May 15, 2026 at 02:31 (7h 58m after Collected)
The Shikoku Tourism Organization (hereinafter "Shikoku-Souzou") and the Development Bank of Japan Inc. (hereinafter "DBJ") have been conducting continuous surveys since FY2024 based on the "Agreement on Trend Surveys of Foreign Tourists Visiting Shikoku."
In this survey, conducted from September 19 to October 26, 2025, face-to-face questionnaires were administered at major tourist spots in the four prefectures of Shikoku. Approximately 460 valid responses from Western (European, American, Australian) tourists actually traveling around Shikoku were collected and analyzed.
Furthermore, in FY2025, in addition to tracking year-on-year changes in the motivations and behaviors of Western tourists visiting Shikoku, the survey also investigated the impact of the Setouchi Triennale and the Osaka-Kansai Expo.
The survey materials can be downloaded from the "Press Release Attached Document.pdf" at the end,
or from here (download link on the Shikoku-Souzou homepage).
The key points from the analysis of this survey are as follows:
■ Increase in the proportion of tourists visiting Japan with "visiting Shikoku as the main purpose."
■ "Osaka" was the most frequent location visited just before coming to Shikoku, possibly due to the influence of the Osaka-Kansai Expo.
■ Shikoku's unique content, such as the Shikoku Pilgrimage and Naoshima, enhances regional economic effects.
■ The longer the stay and the higher the spending in Shikoku, the higher the proportion of reported "troubles."
Shikoku-Souzou and DBJ will continue to collaborate to provide useful information, including this report, for future strategy planning and implementation by everyone involved in tourism in the Shikoku region.
Shikoku-Souzou aims to deepen and develop the "Shikoku Brand," and DBJ, based on its corporate philosophy "Designing the future with financial expertise: We will realize the sustainable development of Japan and the world by resolving the issues of our customers and society through the ceaseless pioneering of new financial frontiers," will continue to actively disseminate information useful to the region.
Inquiries regarding the content of this report should be directed to DBJ.
[Contact for inquiries about the report]
Development Bank of Japan Inc., Shikoku Branch, Planning and Research Department, Mr. Fujioka
TEL: 087-861-6676
In this survey, conducted from September 19 to October 26, 2025, face-to-face questionnaires were administered at major tourist spots in the four prefectures of Shikoku. Approximately 460 valid responses from Western (European, American, Australian) tourists actually traveling around Shikoku were collected and analyzed.
Furthermore, in FY2025, in addition to tracking year-on-year changes in the motivations and behaviors of Western tourists visiting Shikoku, the survey also investigated the impact of the Setouchi Triennale and the Osaka-Kansai Expo.
The survey materials can be downloaded from the "Press Release Attached Document.pdf" at the end,
or from here (download link on the Shikoku-Souzou homepage).
The key points from the analysis of this survey are as follows:
■ Increase in the proportion of tourists visiting Japan with "visiting Shikoku as the main purpose."
■ "Osaka" was the most frequent location visited just before coming to Shikoku, possibly due to the influence of the Osaka-Kansai Expo.
■ Shikoku's unique content, such as the Shikoku Pilgrimage and Naoshima, enhances regional economic effects.
■ The longer the stay and the higher the spending in Shikoku, the higher the proportion of reported "troubles."
Shikoku-Souzou and DBJ will continue to collaborate to provide useful information, including this report, for future strategy planning and implementation by everyone involved in tourism in the Shikoku region.
Shikoku-Souzou aims to deepen and develop the "Shikoku Brand," and DBJ, based on its corporate philosophy "Designing the future with financial expertise: We will realize the sustainable development of Japan and the world by resolving the issues of our customers and society through the ceaseless pioneering of new financial frontiers," will continue to actively disseminate information useful to the region.
Inquiries regarding the content of this report should be directed to DBJ.
[Contact for inquiries about the report]
Development Bank of Japan Inc., Shikoku Branch, Planning and Research Department, Mr. Fujioka
TEL: 087-861-6676