The purpose of this study was to clarify why people visit Tokunoshima Island to watch the native bullfighting event. I twice administered a questionnaire to visitors and tourists who had watched the event. This questionnaire included questions on their lifestyles, hometowns or home countries, and why they came to watch the event. The spectators could be classified into two groups: one that cheers particular bull owners and one that cheers their favorite bulls. More than half of the respondents had attended the event more than ten times, suggesting that repeat spectators play an important role in the success. Many spectators first watched the event during the National Bullfighting Summit hosted by the island, so to attract more tourists to bullfighting events, it is important to seek the cooperation of other bullfighting hosts and experiment with new approaches. Some of the spectators who watched the event for the first time felt awkward because they did not share the islanders' enthusiasm, so when encouraging new visitors, it is important to devise specific means of entertaining them.