Visit Gunma: Strategic Rebrand
We began by combining rigorous quantitative analysis with our on-the-ground expertise in Japanese tourism. Using annual datasets provided by the prefectural government, including visitor nationality, travel patterns, and spend, we identified Gunma’s most promising international target markets. These insights were then benchmarked against tourism data from other prefectures across Japan, allowing us to pinpoint where Gunma could compete most effectively and where it should differentiate.
Gunma Prefecture engaged our team to develop a data-led tourism strategy that would reposition the region for an international audience and sharpen its competitive edge within Japan’s inbound market.
Where existing data fell short, particularly around what international visitors actually value and experience within Gunma, we designed our own research framework. We developed a comparative scoring system to evaluate each prefecture’s strengths and weaknesses across key tourism drivers, including natural assets, infrastructure, culture, attractions, and cuisine. This analysis revealed clear, defensible strengths for Gunma: exceptional natural landscapes, onsen resorts, hiking and outdoor activities, and strong accessibility from Tokyo.
Rather than attempting to promote Gunma as a “do-everything” destination, our strategy deliberately focused on these high-performing attributes. Concentrating the narrative around a small number of compelling strengths allowed for clearer positioning and stronger resonance with the right audiences.
Based on our findings, we developed a holistic inbound tourism strategy built around distinct regional destinations within the prefecture. Areas such as Kusatsu and Minakami were positioned as standalone destinations, each aligned with specific travel motivations and themes. This modular approach allows travelers to identify experiences that match their interests, while also addressing practical challenges such as internal transportation by reducing the need for multi-area travel.
The result was a clear, evidence-driven strategy that prioritises focus over breadth, strengthens Gunma’s brand, and provides the prefecture with a practical roadmap for international promotion. Our recommendations were delivered in a concise, data-forward report designed to support long-term decision-making and measurable growth in inbound tourism.
