Setouchi Triennale—Visitor Numbers and the Impact of Naoshima
The Setouchi Triennale is an international event set on the islands of the Seto Inland Sea, blending contemporary art with local culture and nature.
With each iteration, the number of visitors has steadily increased, and Naoshima has played a central role in the festival, growing in importance as the event expands.
1.The First Festival and Visitor Numbers
In 2010, the first Setouchi Triennale was held with the goal of blending art with regional revitalization, attracting approximately 930,000 visitors.
This initial success drew national attention, bringing new visitors to the Seto Inland Sea islands, particularly to Naoshima. The festival’s first edition set the stage for its future growth and expansion.
2.2013 and 2016—Growing Popularity
The second and third editions saw further increases in visitor numbers. In 2013, the festival attracted around 920,000 visitors, slightly lower than the previous year, but the festival’s reputation and awareness grew.
Naoshima, home to the Benesse Art Site Naoshima and the Chichu Art Museum, gained prominence as an art destination, further establishing the island as a cultural hub.
By 2016, the third edition of the Triennale saw the number of visitors reach approximately 990,000. Naoshima continued to be a central destination, and the growing number of exhibitions and events on surrounding islands helped promote regional tourism.
3. 2019—Record-Breaking Attendance
In 2019, the fourth Setouchi Triennale achieved record-breaking attendance, with approximately 1.17 million visitors.
This marked the highest number to date. Naoshima, with its established reputation, attracted even more visitors with its exhibitions and special events during the festival period.
Visitors not only enjoyed the art but also the island’s natural beauty and local culture, experiencing a unique blend of art and community.
4.Visitor Trends and the Role of Naoshima
The number of visitors to the Setouchi Triennale has steadily increased with each edition, and this growth is closely tied to the popularity of Naoshima.
The island, home to key art facilities like Benesse Art Site Naoshima and Chichu Art Museum, has been a central point for visitors, serving as the first stop for many and driving tourism to other islands in the Seto Inland Sea.
As the face of the festival, Naoshima has had a significant impact on the event’s visitor numbers.
Future Outlook—Sustained Growth
The 2022 Triennale also drew significant attention, with stable visitor numbers, positively impacting Naoshima’s tourism industry.
With the 2025 edition approaching, further increases in visitor numbers are expected as infrastructure and access to Naoshima and the surrounding islands continue to improve.
Naoshima will likely continue to play a key role in the success and growth of the Setouchi Triennale, welcoming even more visitors from around the world while contributing to the region’s revitalization.
About Our Tour called “Ohana Tour”
We also offer guided tours of Naoshima called “Ohana Tour”, a private tour service led by locals born and raised on Naoshima.
With deep roots in the island, we share Naoshima’s unique history, rich culture, and breathtaking scenery from a local perspective.
Whether it’s hidden photo spots, stories behind the artworks, or the charm of island life, we guide you through it all.
Each tour is fully private, allowing for a personalized and relaxed experience at your own pace.
Let us show you the real Naoshima—beyond the museums and into its heart.