Reviewed by: Contents Tourism in Japan: Pilgrimages to "Sacred Sites" of Popular Culture by Philip Seaton et al. Tom Havens Contents Tourism in Japan: Pilgrimages to "Sacred Sites" of Popular Culture. By Philip Seaton, Takayoshi Yamamura, Akiko Sugawa-Shimada, and Kyungjae Jang. Amherst, NY: Cambria Press, 2017. 326 pages. Hardcover, $119.99. Global tourism is thriving so much today that European countries with the most popular destinations worry about "overtourism" from the wave of visitors brought about by middle-class prosperity, low-cost airlines, mega cruise ships, online booking, home sharing, and the impact of social media via smartphones. In 2017 Europe accounted for half of the estimated 1.32 billion international tourist arrivals and the Asia-Pacific region for 323 million. Japan had well over 30 million international visitors in 2018, drawn by the same factors as in Europe and by easy-to-obtain visas and yen depreciation, and the government projects 40 million annual arrivals by 2020, when Tokyo hosts the Olympic games. Each international visitor generates an estimated $1,000 in revenue for the global tourism industry, with perhaps half of the proceeds going to the host country. Domestic tourism is likewise big business in Japan, [End Page 170] with an estimated 641 million leisure travelers in 2016 (half on overnight trips) spending an average of about $300 each. Among tourist destinations, Japan's time-honored community festivals, often centering on a Shinto shrine, struggle nowadays from financial difficulties and declining attendance, in contrast to which travel to favored sites of popular culture has grown into a major industry during the past two decades. The book under review is a clearly written factual analysis of contemporary tourism throughout Japan's forty-seven prefectures with a particular focus on "contents tourism" (kontentsu tsūrizumu). In the book's introduction (and then again in the conclusion), the authors define this Japanese coinage as "travel behavior motivated fully or partially by narratives, characters, locations, and other creative elements of popular cultural forms, including film, television dramas, manga, anime, novels, and computer games" (pp. 3, 263). By this definition, the contents (the story) is what matters, not the format. As with other forms of tourism, leisure and enjoyment are the aims; however, fans seek out a place because of its contents—for instance, a creative film, manga, or anime narrative is set there—not because they wish to appreciate, say, its architecture or religious significance. Thus "the key to determining whether visitation to that site is contents tourism is the motivation of the tourist" (p. 263). Contents tourists refer to their trips as "pilgrimage[s] to sacred sites" (seichi junrei), with obvious parallels to religious pilgrimages in premodern times—especially the Edo period, when travel by commoners was often undertaken for nominal or actual religious purposes (p. 10). Photography, above all the selfie, is central to tourism today, and especially to contents tourists who assume characteristic poses, often while wearing related costumes, at sites associated with multimedia narratives and then share their photos on social media. Localities eager for visitors cooperate with artists, film studios, and others in developing contents for pilgrimage venues. The book abounds with examples of sites that have become meccas for contents tourists. Tokyo's long-established electronics district Akihabara (Akiba to fans) has become a destination for observing otaku (nerd) behavior thanks to the popularity of the 2004 online novel Train Man (Densha otoko), the idol group AKB48, and the area's famous maid cafes (p. 6). The authors discuss historical as well as current examples of contents tourism. Both canonized fiction such as The Tale of Genji and historical events such as samurai battles are "re-narrated in works of popular culture," boosting visits to heritage sites (p. 33). Myths, folklore, and monsters from early centuries are revived in modern media to create contents for tourism. Recent films, television dramas, manga, and anime dealing with historical figures such as Matsuo Bashō, Sakamoto Ryōma, and Saigō Takamori have stimulated tourism to locations with which they are linked: "Ryōma tourism [to Kōchi, the former Tosa domain] is a textbook example of how a heritage and/or contents tourism industry emerges" (p. 91). Remarkably, the...