EDITORIAL | Promoting Festivals to Draw Tourists Won't Kill Tradition

With the rise of spending by visitors from abroad, festivals are becoming more popular in various regions. However, something that happened in July has called this trend into question. 

A highlight of the world-famous Gion Matsuri (festival) each July in Kyoto is the parade (junko) of elaborate yamahoko floats. For the parade on July 17, however, the Kyoto City Tourism Association decided not to serve alcohol or food to those watching the parade from "premium seats." 

That move came after Akiyoshi Nomura, who is the chief priest (guji) at Yasaka Shrine as well as an association director, raised the point that the Gion Matsuri is a religious festival associated with that shrine. Therefore, he said, the yamahoko junko procession should not be regarded as simply a "parade." 

This can be considered an example of the debate on "religious faith or tourism" that is now raging. In many cases, festivals are both religious events and valuable tourist resources.

In recent years Japan's festivals have faced many challenges. Among them are the tasks of securing the funds and manpower needed to maintain and pass on traditions. A prudent, forward-looking discussion taking into account these beliefs and traditions is needed.

Festival Traditions

The Gion Matsuri began during the early Heian Period (794-1185) as a rite to pacify the god of pestilence. During that age, epidemics were an ever-present menace, especially during the sweltering summer months. Over time, the procession of gorgeous yamahoko floats that had become part of the festival became emblematic of Kyoto summers. 

The original purpose of the junko was to purify the area through which mikoshi portable shrines were carried. These mikoshi carried the main deities worshipped at Yasaka Shrine. Through the parade, they were brought to different areas for a temporary stay during the celebration. 

UNESCO has named "Yamahoko, the float ceremony of the Kyoto Gion festival" as an "Intangible Cultural Heritage of Humanity." 

Tourism 'Quality' over 'Quantity' 

Paid seats to see the festival have been available for several years. However, the premium seats were introduced in 2023 to target the wealthy. Plans called for ¥150,000 JPY ($1,020 USD) seat packages. These would have entitled the well-heeled to an audio guide and other special perks, including food and alcoholic beverages. But, in the end, that idea was scrapped. 

This is only one example of the efforts being made to attract new tourists by offering value-added enticements. 

Special seating has been offered at several famous festivals. It is available, for example, at the Awa Odori in Tokushima, the Nebuta Festival in Aomori, and the Tenjin Festival in Osaka. This reflects the government's strategy to shift the emphasis on targeting tourism from "quantity" to "quality." 

Local communities well understand the need to preserve their festivals. However, as the number of tourists coming to witness them increases, so too do the costs of security and other expenses. Subsidies from the national and local governments, as well as self-help, have their limits. So, at present, there is no alternative to looking for new sources of revenue if traditional festivals are to continue. 

Tourism to Learn and Support the Culture

Furthermore, the month-long Gion Matsuri has changed over time. For example, in the past there were two parades. One took place during the Saki Matsuri on July 1 and the other for the Ato Matsuri on July 24. However, with the arrival of Japan's high growth period and greater urbanization, they were combined in 1966 into one parade. 

Then, in 2014, roughly half a century later, the Ato Matsuri was revived and the two-parade format continues today. So, it is not as though the traditions of the Gion Festival have been set in stone. 

A festival is a form of living culture, rooted in a local community and the lives of its residents. It can also become a valuable tourist resource reflecting traditional customs. Furthermore, it provides a good opportunity for visitors to learn about Japan's spiritual culture. 

The issues being raised now provide us the opportunity to reconsider the nature of festivals and tourism across the country. We encourage spectators to learn about their history and traditions and to show respect. 

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(Read the editorial in Japanse.)

Author: Editorial Board, The Sankei Shimbun