Roughly eighty white parasols run along the boardwalk beside the Shinmachi River, and behind almost every one is the person who grew or made what is on the table.
Overview
Tokushima Marche is one of the largest producer-direct markets in the prefecture, held on the last Sunday of every month on the Shinmachi Boardwalk and in the riverside parks in the middle of Tokushima City. It is a farmers’ market in the strict sense: stalls are run by growers, fishers and small makers rather than retailers.
Each month has a theme – autumn editions lean towards seasonal produce, sake and snacks – and there is usually a cooking or tasting element alongside the stalls.
When and where
The market runs on the final Sunday of each month, so the October 2026 edition falls on Sunday 25 October, with the November edition on 29 November. Hours are typically from mid-morning to mid-afternoon.
Nearest station: JR Tokushima, about ten minutes on foot.
Getting there
From JR Tokushima Station, walk south through the shopping arcades to the river – it takes about ten minutes and needs no transport. Tokushima Awaodori Airport is 30 minutes from the station by bus. If you are travelling from Kansai, highway buses from Osaka and Kobe reach Tokushima in around two and a half hours.
What to expect
It is a compact, easy market to browse even without Japanese.
- Around 80 stalls under matching white parasols along the boardwalk
- Fruit, vegetables, seafood and prepared food sold directly by producers
- A different theme each month, often built around a seasonal ingredient
- Sudachi citrus, one of Tokushima’s signature products, at the autumn markets
- A riverside setting with boat trips on the Shinmachi River running nearby
Tickets and admission
Free to enter. Bring cash in small notes and coins, as many stalls do not take cards. Prepared food is easy to eat standing up, and there are benches along the boardwalk.
Tips for visitors
Arrive in the morning while stock is full; popular produce sells out before the market closes. The Awa Odori Kaikan, with its year-round dance performances and the ropeway up Mount Bizan, is a fifteen-minute walk away and makes an obvious second stop. If your trip does not line up with the last Sunday, the arcades between the station and the river have good food shops any day.
Access and map
| Dates | 25 October 2026 (last Sunday of each month) |
|---|---|
| Venue | Shinmachi Boardwalk and riverside parks, Tokushima City |
| Access | JR Tokushima station, 10 minutes on foot |
| Admission | Free |
| Official site | Awanavi, Tokushima Prefecture tourism |
Source: Awanavi (Tokushima Prefecture Tourism Association)
Image: Photo: Thirteen-fri / Wikimedia Commons, CC BY-SA 4.0
