This introductory chapter presents and critically discusses the various themes underpinning this book. Firstly, it provides an examination of the notion of ‘contemporary art’, including an overview of the existing definitions and debates in the current literature. Secondly, this chapter discusses the nexus between tourism and contemporary art by providing an overview of the past studies conducted on cultural and heritage tourism. In this section, the various themes underpinning the different parts of the literature on art tourism (e.g. identity, authenticity, commoditisation and capitalism) are considered. Thirdly, a discussion on the relationship between tourism and Asian contemporary art is presented, which also includes a part problematising and questioning terms like ‘Asia’ and ‘Asian art’. Finally, an overview of the different chapters that constitute the backbone of this collection is offered alongside the four themes around which the book is structured.