Japan's Largest Tourism Event: Gunma Destination Campaign

Japan's Regional Campaigns (DCs) are the country's largest tourism events, held in different locations each year. This edition has chosen Gunma Prefecture as the featured region, attracting visitors with the theme of "Joyful Excitement, Experiences, and New Discoveries." The campaign runs through the end of September. "Joyful Excitement" represents the anticipation and hope for upcoming experiences, as well as the natural desire to make purchases and try new things. "Experiences" refers to activities such as nature exploration and adventure, encouraging participants to engage deeply with the region’s offerings. "New Discoveries" conveys the excitement of finding hidden gems and the thrill of purchasing unique local products.

Gunma Prefecture’s “SL Minakami,” a steam-powered train that puffs steam as it runs. (Photo courtesy / Gunma Prefecture Tourism Bureau)

The Gunma Regional Campaign (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 their group companies). It promotes regional tourism resources and encourages tourists to purchase local specialties. The campaign began in 1978 and has been held over 100 times. In 2011, Gunma Prefecture was chosen as the featured region, marking the fourth time it has hosted a DC event since 1981, 1985, and 1996—this time after a 15-year interval.

Kusatsu Onsen. (Photo courtesy / Gunma Prefecture Tourism Bureau)

Gunma is divided into five major regions: Agatsuma, Tone River, Tano, Numata, and Midori. Each area boasts stunning natural scenery, history, and culture, along with abundant natural resources. Among its highlights is Kusatsu Onsen, renowned as one of Japan’s best hot springs. The prefecture is also famous for its fruits, often referred to as Japan’s “fruit kingdom,” producing apples, strawberries, pears, peaches, cherries, and grapes throughout the year. With over 100 varieties of fruit experiences available, those looking to explore northern Japan should consider a visit to Gunma to enjoy its scenic beauty at a leisurely pace.

The historic Gunma Prefecture. (Photo courtesy / Gunma Prefecture Tourism Bureau)

In terms of food, Gunma is known for its wheat-based delicacies, including fluffy steamed buns and “Minamiaso Udon,” ranked among Japan’s top three udon noodles. Additionally, the prefecture produces a wide range of fruits such as apples, strawberries, pears, peaches, cherries, and grapes, allowing visitors to enjoy delicious, fresh produce all year round. Known as Japan’s rare “fruit kingdom,” those interested in visiting northern Japan should definitely explore Gunma and take in its tranquil natural landscapes.

 

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