In recent years, inbound tourism, when foreign travellers come to visit one’s country, has been gradually increasing in Japan. The country’s cultural history, technological wonders and unmatched hospitality, have no-doubt contributed to this phenomenon. Millions of tourists from around the world have let themselves be seduced by Japan, with its rich history, vibrant culture and varied landscapes. Tokyo and Kyoto have long been favoured as tourist destinations; however, in recent memory, Okinawa Prefecture has emerged as one of Japan’s most remarkable travel spots.
Once part of the Ryukyu Kingdom, Okinawa offers a unique experience different from the one found in mainland Japan. Contrary to popular belief, Okinawa doesn’t share the same cultural roots as the rest of the country, which allowed it to develop its own identity. With so many cool things to do in Okinawa, the best time to visit it is always right now.
This being said, why has Okinawa gained notoriety? What changed? What made it Japan’s newest tourist base? How much does it have to do with the Battle of Okinawa? How much was it influenced by the nation’s tourist development policies? Has Okinawa influenced them? All of these questions and more are what we attempt to answer in the following article.
The Origins of Tourism in Japan
Before we delve into Okinawa’s unique history with this phenomenon, a quick dive into the origins of tourism in Japan might be necessary.
As with most countries, the first tourist practices in Japan took the form of pilgrimages. These date back to at least the 7th century, and their reasons could be either religious or political. In the first case, pilgrims visited some noteworthy religious sites, with some examples of Japanese pilgrimage trails being Dewa Sanzan and Aizu Kannon. It should be noted that, back then, these pilgrimages weren’t as established as they would later become. Regarding the second point, Japanese emperors and lords were moved amidst political change, with their travels revealing high places of Japanese culture. To give an example: when the nation’s capital was set at Nara in the 8th century, sites like Yoshino attracted a growing number of pilgrims.
The Edo Period
In a similar manner, the arrival of the Edo Period meant significant change, as the capital of the country was moved to Edo (current-day Tokyo). The compulsory migration from feudal lords and Japanese soldiers to the city led to the development of five main roads and a network called Gokaido.
With these roads in place, a new capital in the east and an old capital in the west, Japanese travellers became more common. This, eventually, caused the further democratization of places of worship, especially those located between the cities. The Ise Shrine, for example, became easily accessible, leading to the rise of religious pilgrims in the region.
As pilgrims became more common, hostels were set up along the main roads, and whole districts called shukuba-machi (or monzenmachi, near places of worship), started gaining notoriety. These places would serve as accommodation for the pilgrims, but this is only one of the services they provided. Depending on the place, Shukuba-machi’s could offer meals, homestay accommodation quarters by monks, associations of pilgrims, associations of restaurateurs, and even prostitution. Eventually, the business model proved successful, and its secularization became inevitable, with most hostels being set around Onsen (hot springs).
Tourism practices in Japan began, therefore, as the result of a double process of secularization and democratization of pilgrimages, as well as therapeutic stays towards hot springs. Tourist areas were once concentrated in the Kansai region, around the Kyôto-Ise-Kumano triptych. However, migrations then affected the entire Japanese territory, which at the time consisted of the islands of Honshu, Kyushu, and Shikoku.
Image Credit: Origami Japan
Modernization in the Meiji Era
The Meiji Era, marked by the forced opening of the country to foreigners and the rapid Westernization of techniques and social practices in Japan (the Meiji Restoration), saw the appearance of the modern version of tourism.
To be more specific, travel regulations were lifted; infrastructure such as railroads and, eventually, airports, was built; western-style hotels started appearing, that is, with materials such as brick and concrete; and, finally, the first guidebooks in other languages started printing. All of these, needless to say, led to the rise in the inbound tourism we are now well familiar with.
It’s with this context that we shall direct our attention to Okinawa Island.
The Rise of Tourism in Okinawa Prefecture
From the point of view of the international tourist, Okinawa is experiencing the most notable growth in the country. Outside the Golden Route (a popular tourist itinerary from Kyoto to Tokyo, following the Tokaido Road), Okinawa Island is the most representative region of the tourist phenomenon in Japan. Their developments into the world of tourism is nothing short of remarkable, and have had a profound impact in the rest of the Japanese home islands.
Image Credit: Kadena Air Base
Nationalized Exoticism
One of the most agreed upon theories of how this came to be has to do with the concept of “nationalized exoticism.” Even though it’s not a scientifically precise concept, nationalized exoticism refers to the incorporation of foreign elements into a nation’s cultural identity. Okinawa, for the Japanese, was the perfect place for this to develop: a familiar but uniquely flavoured place. Back when it was part of the Ryukyu Kingdom, the Okinawa Islands traded with China as much as they did with Japan, taking heavy influence from both countries. Some Okinawan civilians even consider themselves to be ethnically different from the Japanese. So, to the tourist eye, it felt distinct in a way few places could.
By the 1920s and 1940s, the first phase of tourism in Okinawa was triggered by modernization. In it, we see an increase in services between mainland France and Okinawa, establishing a healthy relationship with the western world. It’s here where we see the nationalized exoticism show its worth, as tours and publications describing Okinawa’s culture began increasing in volume.
A Thriving Economic Sector
In January 1960, a second phase of tourism began. This one was initiated by the resumption of visits by metropolitans to Okinawa, with the main aim being reflecting on the graves of soldiers who died during the Battle of Okinawa. These, it should be noted, included both Japanese troops and the allied forces soldiers. By then, the prefecture was still controlled by the United States following World War II and the Japanese surrender. The tour itself began with bus tours to the remnants of war in southern Okinawa, the city of Nanbu, to later develop in the capital, Naha, around the Kokusai Dôri, the main shopping street.
Image Credit: Mapcarta
In 1972, we saw the return of Okinawa Prefecture to the Japanese from the United States, in an event commonly referred to as “The Retrocession of 1972.” With this and the additional influx of people, the first construction of massive hotels in Okinawa began around 1975. Most notably, hotels in Naha, the Motobu peninsula, and Nago were built, with some examples being Nikko Alivila, The Ritz-Carlton Okinawa, and Hyatt Regency Okinawa.
To encourage private investment in the hotel industry, the State set up a tax exemption scheme, called the Resort Laws – which we will develop in the following chapter – based on calls for projects launched with local authorities.
The hotel industry currently stands as the central driver of the tourist sector in Okinawa. The monopoly situation of large hotels (more than 100 beds) was caused by the massive construction of resort-type hotels. In 2010, these establishments were concentrated around major urban centers (Nanbu, Nago) and near American Military bases. Based on the success of these hotels, we find out that tourism is rapidly becoming Okinawa’s first economic sector.
A brief history of international travel in Okinawa
Despite the fact most of the tourism development in Okinawa is fairly recent, leading some to believe it’s as all due to modernization and the major battle fought there; the prefecture itself possesses a deep history regarding international travel. The region, historically, has long served as a key location for East Asian trade and cultural exchange. The main reason for this has to do with its location, as the Ryukyu Islands were, and still are, a strategic spot for trading.
As early as the 14th century, the then Ryukyu Kingdom traded with China, Korea, and other nearby nations. As previously stated, this thriving trading network led to the nationalized exoticism that made it appealing to tourist. The distinctive fusion of local traditions and foreign influences established the foundation for its eventual attraction as a cultural melting pot.
Without these elements, Okinawa might not be the leading tourism destination this article is focused on showcasing.
Image Credit: Vintage Everyday
The Undeniable Influence of World War II
That being said, the influence of World War II in the development of tourism in Okinawa is undeniable. The Battle of Okinawa and the Okinawa occupation, led by American forces, changed everything for okinawan civilians for years to come. It’s thanks to these events, and the American Military Bases that were set because of them, that Okinawa was exposed to a variety of different cultures.
Suddenly, the region had a steady flow of foreign servicemen (mostly US marines) and their families, increasing demand for tourism-related services. Once the modern infrastructure that allowed these services to function was set up, Okinawa’s tourism sector could only grow. Hotels, restaurants, and other services catering to international preferences were, therefore, built to capitalize on the increasing influx of people.
Additionally, once mundane places of the region turned into historic sites. The west coast could now conjure images of the Battle of Okinawa, with the marine corps fighting the Japanese army over the island of Ie Shima. A similar thing could be said about Sugar Loaf Hill, with the Japanese resistance, the Japanese losses, the American task force, the presence of allied ships and the subsequent artillery bombardment that came from them. This all became part of the region’s psyche. This has, and will continue to, attract people interested in history from around the world.
Resorts Laws
Thus far, we’ve been given reasons that might lead someone to believe the tourism sector in Okinawa grew somewhat organically, but this isn’t completely true. Going back to what was alluded to in the previous chapter, let’s talk about Resorts Laws. Following Japanese control of the region in 1972, the Japanese government recognized the islands’ potential as a tourism destination. Its subtropical climate, unique culture, and the stark reminders of one of the last major battles in World War II, no doubt contributed to this decision. As such, they made it simpler for foreign visitors to reach the islands, with the construction of railroads, airports and motorways.
Additionally, as it was now part of Japan, Okinawa was subjected to the Tourism Development Law, enacted in 1963. One of the many measures of this law was promoting private investment in the tourism industry, which led to the rise of Hotels in the region.
From Japanese control to cultural heritage
This being said, Japan also recognized Okinawa’s unique culture as potentially attractive to tourists. As such, promoting Okinawa’s distinctive history became a priority in drawing people from abroad. Travellers were treated to a unique experience by the old Ryukyuan culture, which was separate from that of mainland Japan.
It should also be noted that these reforms had an impact on Okinawa’s civilian population, as their once oppressed culture started being celebrated. The many casualties of the Second World War, the Japanese troops, the American troops, the artillery fire, the naval forces, the wounded comrades, the fierce fighting, and so on and so forth, eventually led to national and regional pride.
Image Credit: GW Today
Okinawa’s appeal
To finish this article, it’s only fitting that we list, discuss and celebrate some of the things that make Okinawa special. Firstly, for its own history as part of the Ryukyu Kingdom. And, secondly, for its ability to adapt and celebrate cultural mixing.
Okinawa’s rich cultural history
As with most things in Okinawa, things always go back to the Ryukyu Kingdom. Besides the previously mentioned cultural exchange it had with other East Asian countries, the Ryukyu islands themselves were well known for their vibrant traditions. Here, we mean vibrant in a literal sense, as music, dances, colourful ceramics and textiles, are among some of their most famous living traditions.
Mesmerizing displays of Okinawa’s culture can be found at Shuri Castle, which was inscribed as a UNESCO World Heritage Site in 2000. The castle was the first ever palace of the Ryukyu Kingdom and, as such, is host to the famous Shuri Castle festival. Usually held around October, the festival aims to celebrate their rich tradition by evoking everything that makes Okinawa’s heritage so special.
Of course, we must not forget Okinawa’s most famous cultural export: Karate. Okinawa Karate was born in the Ryukyu kingdom following a ban on arms implemented by the shogunate of Japan. The citizens of Ryukyu, believing they had a right to defend themselves, developed Karate as a way to turn their fists into weapons. To this day, Okinawa is the best place to truly learn the discipline and become a master in Karate.
Finally, to end on a lighthearted note, there’s the famous Naha Tug-of-War Festival. Celebrated in central Okinawa, this is a Tug-of-War event, though the scale it’s brought to gigantic proportions. The battle is held between thousands of people around a 43-ton rope, 200 meters long. Needless to say, the festival is adrenaline-pumping and, overall, fun in a way only Okinawa could achieve.
Image Credit: Visit Okinawa Japan
Okinawa as a Melting Pot of Cultures
Following in the footsteps of the late and great Anthony Bourdain, the best way to introduce Okinawa’s culture mixing is with its food. The obvious dish to highlight is chanpuru, which literally translates to “something mixed”, and is a stir-fried meal. While on topic, the Okinawa Taco shouldn’t be left behind, as it was born out of the mixing of East Asian preferences and taco elements, amidst the occupation led by the USA. To this day is still a favourite among Okinawan civilians and American marine corps.
It’s also important to highlight that the appreciation of local resources goes beyond food and, to prove it, look no further than the Churaumi Aquarium. Built in 1979, the Churaumi Aquarium is one of the biggest and most fascinating in the whole world. As one of the few aquariums that exhibit shark whales, it shows Okinawa’s commitment to preserving its wildlife.
Architecture wise, Okinawa’s style is a mixture of Japanese and Chinese elements. Additionally, buildings were created to accommodate Okinawa’s subtropical climate and, as such, they are open-ended and full of courtyards and gardens. The previously mentioned Shuri Castle is a great example, but the Nakagusuku Castle, another UNESCO World Heritage Site, shows how versatile and varied the style was.
Finally, let’s look at language. Uchinaaguchi, the language native to the region, is itself a mixture of Japanese, Chinese, and even Portuguese. Currently, thanks to the influx of international tourism and the existence of military bases, English has become more common in Okinawa. Because of this, the dialect has changed, with Okinawans utilizing code-switching, pronunciation and even some loanwords from English in their daily life.
Final Words
In conclusion, tourism has significantly impacted Okinawa, both then and now. The region’s culture, economy and reputation worldwide have been greatly and positively impacted by it. With careful management and environmentally friendly procedures, Okinawa’s appeal is certain to enthrall tourists for many years to come.
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