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Japan’s largest-scale tourism event: Gunma Destination Campaign

Published: 2026-09-24 👁 100 views

Last updated 2026-09-24 — Japan’s regional events (DCs) are the country’s largest-scale tourism campaigns, held in different locations each year. This edition selects Gunma Prefecture as the featured region, celebrating the event with the theme of “Joyful Excitement, Experience, and New Discoveries”...

Japan’s regional events (DCs) are the country’s largest-scale tourism campaigns, held in different locations each year. This edition selects Gunma Prefecture as the featured region, celebrating the event with the theme of “Joyful Excitement, Experience, and New Discoveries” to attract visitors, with the campaign period lasting until the end of September. “Joyful Excitement” represents the anticipation for upcoming experiences and discoveries, as well as the natural joy of making purchases. “Experience” refers to cultural and outdoor activities, aiming to encourage participants to engage in memorable and enriching adventures. “New Discoveries” conveys the excitement of finding new favorite products and services.

Gunma Prefecture’s “SL Minakami” train that emits steam while in motion. (Image provided by Gunma Prefecture Tourism Bureau)

The Gunma Regional Event (Gunma DC) is Japan’s largest-scale tourism event, jointly organized by the JR Group (JR Hokkaido, JR East, JR Central, JR West, JR Kyushu, and JR Freight). It promotes regional tourism resources and encourages visitors to purchase local products and travel packages. The event began in 1978 and has been held over 100 times. In 2011, with Gunma Prefecture as the featured region, it marked the fourth time the DC was held there—following previous editions in 1981, 1985, and 1996—after a 15-year interval.

Kusatsu Onsen. (Image provided by Gunma Prefecture Tourism Bureau)

Gunma is divided into five major regions: Agatsuma, Tone River Valley, Tano, Numata, and Midori. Each area boasts stunning natural scenery, historical heritage, and rich cultural and sports resources. Among them, the region offers abundant hot spring resources, including some of Japan’s finest. Its onsen are so renowned that they’ve been ranked as Japan’s number one. Additionally, Gunma Prefecture produces a wealth of fruits such as apples, strawberries, pears, peaches, cherries, and grapes, allowing visitors to enjoy delicious seasonal fruits all year round. It’s one of Japan’s few “fruit kingdoms.” Those planning to visit northern Japan should consider a trip to Gunma to leisurely enjoy its natural beauty.

Historic Gunma Prefecture. (Image provided by Gunma Prefecture Tourism Bureau)

In terms of cuisine, the prefecture is famous for its noodles made from premium wheat, including fluffy steamed buns and “Minamiaso Udon,” ranked among Japan’s top three udon varieties. Moreover, Gunma is abundant in fruits such as apples, strawberries, pears, peaches, cherries, and grapes, offering delicious, seasonal produce year-round. It’s one of the few places in Japan known as a “fruit kingdom.” Visitors to northern Japan should definitely explore Gunma to unwind amid its scenic splendor.