Anime-Related Tourism: A Global Phenomenon with Lessons from Japan

With the worldwide release of the Lord of the Rings: The War of the Rohirrim, which is the first Lord of the Rings film made into anime – anime-related tourism is back in the spotlight. While it may seem like a niche corner of the travel industry for some not aware of the huge anime fan base around the world, Japan has successfully demonstrated how to transform pop culture into a powerhouse driver of tourism. 

For professionals in the tourism and marketing sectors, understanding this anime trend and its impact on tourism into 2025, offers valuable insights – even for those who operate outside of Japan or the anime sphere. For younger audiences this culture is part of the mainstream for them. As we will see from a study by Dentsu, anime and manga is no longer something that is only appreciated by a hardcore fanbase, and that also means those in film tourism should take note. 

The Foundations of Anime Tourism: More Than Just a Fandom

Anime-related tourism, known in Japan as Seichi Junrei (“holy land pilgrimage”), has grown into a multimillion-dollar industry over the years. According to Statista, the revenue of the animation industry in the country in 2022, was 2.93 trillion Japanese yen, double what it was almost ten years ago. No doubt 2025 will see further growth if this current Lord of the Rings film introduces anime to more audiences who would not normally see these types of films. So what about Seichi Junrei

Unlike traditional film tourism, which typically revolves around blockbuster sets or iconic locations, anime tourism is far more a personal experience. Fans often seek out everyday places — schools, train stations, quiet towns— that were brought to life in their favorite series. These locations are elevated by their connection to a story, creating an emotional resonance unique to anime.

This practice is part of a broader concept called ‘content tourism’, where travelers are inspired by fictional media, including films, literature, and music. Japan has mastered this model by blending cultural heritage with modern fandom, creating a sustainable approach that has drawn millions of tourists.

Look at the Growth in the US 

With the growing fansbase outside of Japan, anime in 2025 and beyond is set to become an even bigger force, but Gen Z seems to already know this. Not so long ago, a lot of  titles were not translated or available  to anime fans internationally. Much has changed since Spirited Away broke the box office record back in 2001, ($383,883,823, Collider) which also won Best Animated Feature Film at the Oscars the next year. It was nearly two decades later when another anime broke this record, with  Demon Slayer: Kimetsu no Yaiba – The Movie: Mugen Train in 2020 (world wide earnings $507,119,058, Collider). .  

With the vast majority of series having become available globally,aime is now big business and Gen Z are leading the way.Streaming platforms have played a major role in the growth of anime in recent years and no longer do audiences have to wait as long as they did in the past to see the latest film, and now in many cases get to see them close to the Japanese release date. More so, many social channels for the Japanese anime and manga now do so also in English, addressing the hunger for information and updates. 

From a survey by Dentsu Macromill Insight in 2022 of 1,800 respondents, 44％ of American Gen Z respondents watched anime and they identified the growth of “Japanese subculture ecosystem” within parts of American society. This growing subculture will also exist in cultures across the world, and a great market to reach out to, for those looking to promote Japanese destinations. In a larger study from this year by Polygon of more than 4,000 Americans over the age of 18 about their anime consumption habits, they found Just 3% of boomers watch anime weekly, whereas 42% of Gen Z participants do.

With Japanese created anime series broadcast to people around the world in real-time, for the Dentsu study, they feel that for Gen Z digital natives, anime is firmly gone mainstream in the culture, rather than reserved for hardcore fans as in the past. Let’s look at another figure that puts this into the content again in the US, where for Gen Z the rate of enjoyment of anime was higher than that of the top three most popular sports in America, including the NFL, MLB, and NBA. 

For film marketeers and those in tourism, when brands tap into the popular anime and the fandom around these, America’s Gen Z take note. In a survey referenced by Dentsu, when asked about co-branded entertainment products, when created in collaboration with anime titles, they had a strong intention to buy snacks, beverages, electronic equipment, and apparel.

There is something in this that makes this genre standout and interesting from a film tourism perspective, the emotional connections at times seem to be deeper with this world for this audience and that surely will cross over into the film world. In Polygon’s study, almost two-thirds of the anime-watching Gen Z audience said they were emotionally connected better with anime than they do with traditional media due to the types of storylines and characters present. This goes deeper still as over half of those surveyed have referenced anime when making big decisions like putting together a presentation or going on a date. Why would that not extend to where to go on holiday? 

Current Trends: From Local Passion to Global Strategy

Japan naturally leads the world in leveraging anime to attract tourists and there is still much room for growth in this. Initiatives like the Cool Japan campaign, running since 2010 to strengthen ties with other countries not only in economics and diplomacy, but also culture.

Anime has had a large part to play, along with other cultural exports as tools of Japanese soft power. By the early 2000s, the Japanese government recognised that subcultures like anime and manga, along with video games, and music — had huge potential to capture youth orientated subcultures in particular. This led to funding for anime studios, manga creators, as well as cosplay events in international  markets, giving a big boost to the art form globally. Combined with the growth of streaming and proliferation of anime and manga, these efforts have led to Japan becoming a bucket-list destination not just for anime fans but for wider travelers seeking immersive cultural experiences.

This year, the Anime Festival Asia in Singapore 2024 stressed anime’s expanding influence beyond Japan. Panel discussions highlighted how other countries in Asia are integrating anime-inspired tourism into their broader strategies, recognising the economic potential of engaging with anime fans. One main takeaway was the importance of using digital platforms and cross-cultural marketing to attract fans who might not traditionally considered anime-focused travel. 

The Singapore Tourism Board representatives at the Festival talked about their initiatives to incorporate anime into local pop culture festivals, creating unique touchpoints for international visitors. Echoing some of the data from the  US surveys and the soft power of the art forms, the festival also emphasised how anime can be woven into existing campaigns to reach broader audiences, offering a roadmap for regions outside of Japan to capitalise on this trend.

Case Studies: How Anime Tourism Has Driven Tourism

Anime tourism isn’t just about fan-driven visits; it’s carefully crafted campaigns targeting the fan base domestically and also more and more internationally. Several Japanese towns have successfully championed their anime connections, and for those in destination marketing, showcasing how proactive planning can turn pop culture into an economic asset. In a further article we will deep dive into this unique phenomenon which incudes people travelling to locations to post blog post or on social pictures of the original location with the anime. 

1. Anime Tourist Association: First and foremost Japan takes anime tourism seriously, with the creation of the Anime Tourism association created in 2016  by Kadokawa,a Japanese media conglomerate, alongside members of Japan’s travel industry and anime industry for the furthering of tourism. Together with the government they named 88 anime ‘sacred spots’ in the country, in a drive to boost international tourismI. As part of this the association partnered with local authorities and tour providers to drive regional promotion and the creation of travel itineraries, These included Kadokawa Corp, travel agency JTB Corp, Narita International Airport and Japan Airlines Co all backed the effort, with things like package holidays built around visits to the locations.

More recently, they launched The Anime Tourism Summit to look at the potential of content tourism to increase overseas tourism to Japan. Ōarai, Ibaraki Prefecture: Featured in Girls und Panzer, Ōarai saw a tourism boom after working directly with the anime’s producers. Local businesses sold themed merchandise, while trains and buses were wrapped with anime art, creating an immersive experience.

1. Washimiya, Saitama Prefecture: Known for its appearance in Lucky Star, The Takanomiya Shrine, where two of the characters are Shrine Maidens, is based on Washinomiya Shrine. The shrine has cashed in on the marketing opportunity and people can buy various paraphernalia including a Lucky Star ’ema’ prayer plaques. Prior to the anime the shrine received 90,000 according to a survey by the Saitama Prefectural Police, and increased to 300,000 in 2008 to to 450,000 in 2010’ 
2. Takayama, Gifu Prefecture: Hyouka, a slice-of-life anime, inspired fans to visit Takayama. The town in 2018 created anime-themed maps and collaborated with local artisans to produce anime-branded products.
3. Sakaiminato, Tottori Prefecture: Shigeru Mizuki, creator of GeGeGe no Kitarō, inspired the city to develop “Shigeru Mizuki Road.” The street which features bronze statues of characters from the series, blending cultural tourism with playful fandom. It had attracted over 1.5 million visitors in 2023
4. Hida, Gifu prefecture. According to reports in Polygon, the success of Kimi no Nawa anime pulled in an estimated total of 130,000 tourists to the bus stop in Hida in under two months in 2018.

With such a loyal fan base willing to go on these pilgrimages, these examples reveal the power of anime tourism, and opportunities to create engaging experiences.

Opportunities Around the Lord of the Rings Anime

The upcoming Lord of the Rings: The War of the Rohirrim anime presents a unique intersection of fantasy and anime tourism, not just in Japan and a chance to reach out to this Gen-Z that will, like with previous anime productions, be seeking out experiences that connect, and that they can share. 

• New Zealand’s Middle-earth Legacy: Known for its association with Tolkien, New Zealand could expand into the anime fanbase who will want to experience all things related to the wider lore of the series. 
• Tolkien and England: For those unable to travel to Japan, again a chance for racing out to this fan base to experience locations connected to the writer and what inspired the original books. 
• Interactive Marketing: Virtual experiences blending Tolkien’s lore with anime’s artistic style could attract a broader demographic of fans.
• Japanese Studio Partnerships: As well as making sure those who make a pilgrimage for other aime, are given tangible things that link back to the new film. As with the study and research, if they are able to use anime characters from the film to directly connect with the fans on an emotional level this will set to resonate with the Gen-Z and wider audience. This is along side tours of anime production facilities or themed exhibitions could cater to this curiosity.

This film’s crossover appeal offers a chance to expand anime tourism into new markets, particularly in the West.

Lessons for the Global Industry

Even for destinations or companies outside of Japan and the anime genre, there are valuable takeaways from Japan’s success with anime tourism:

1. Embrace Niche Interests: Anime tourism works because it taps into the emotional connections fans have with specific stories. Destinations can replicate this by identifying and promoting niche passions.
2. Leverage Technology: Japan’s use of AR apps and digital maps has enhanced the on-site experience for fans. Other destinations can adopt similar tools to create interactive and engaging visitor experiences.
3. Engage Communities: Collaboration with local residents to cater for and make accommodations for these tourists has certainly helped. As has been well documented, to also ensure that benefits are shared and disruptions minimised or measures taken.

Challenges to Consider

While anime tourism presents clear opportunities, there are also challenges with the worry over driving over tourism for places that dont have the infrastructure to cope with a surge in numbers: Kamakura, a small city in Eastern Japan is one of many travel destinations dealing with large numbers of tourists in certain spots. Kamakura Police Station received 124 reports related to the issue near a railway crossing in the first eight months of 2023, compared with 18 reports in all of 2022. This was down to the crossing appearing at the beginning of the “Slam Dunk” anime, based on the manga of the same title. Proactive crowd management and infrastructure investment are being undertaken in Japan, as well as elsewhere. Everyone involved in Destination Marketing must work together to address these issues. 

Finally there is the issue around cultural sensitivity, and how to encourage tourism from fans, whilst also respecting  local customs.

Why This Matters Beyond Anime

Anime-related tourism is more than a fan-driven trend—it’s a case study in how to turn cultural content into a global tourism driver. The insights from events like the Anime Festival Asia and Japan’s broader strategies offer valuable lessons for regions and tourism professionals worldwide. The success of anime tourism, and its popularity amongst its fan base willing to go on these pilgrimages, along with it going mainstream among Gen-Z shows the importance of understanding fandom for certain film and TV projects.