Inspired by a visit to a sumo tournament in Japan, this week's show explores how destinations build themed tourism experiences around the ceremonies and customs of ancient martial arts. Gary and Jens journey from Japan to China, South Korea, Thailand and the beach boardwalks of Brazil to assess three sub-segments of martial arts tourism, and why they really matter for destinations. Is martial arts tourism purely about entertainment, or should it delve deeper into the rituals and traditions of ancient civilisations? How are martial arts culture seekers different to fitness travellers, and where are the overlaps? Plus, how do martial arts segue with dance, music, cuisine and art to promote national branding and soft power? And where are the capacity limits? As transitioning a niche tourism segment into the mainstream risks commodification and over-commercialisation, is pricing and a sense of perceived exclusivity the only way to prevent the dilution, distortion or appropriation of traditional combat cultures?

South Korea