JTB travel agency works to get foreign tourists hooked on sumo

Netflix earns an assist as more foreigners gain an interest in Japanese traditions

Before the pandemic, some baffled foreign tourists would leave the arena while sumo matches were still taking place. JTB is now working to keep newbies engaged as they take in the bouts. (Photo by Suzu Takahashi)

MAI KITAGAWA, Nikkei staff writer

October 28, 2023 15:08 JST

TOKYO -- Japanese travel agency JTB believes it has found a gateway experience that will lead foreign tourists to more of Japan's traditional performance arts, sumo.

With inbound arrivals having nearly recovered to their pre-pandemic levels, the agency has retrained its guides to provide foreign tourists with careful explanations of sumo and improved its English pamphlet on the sport.