We have released the "JTB Regional Power Index 2025"

PDFダウンロード

公開日 2025.09.12

As part of its regional revitalization initiatives, JTB Corporation has compiled the “JTB Regional Power Index (2025 Edition),” which surveys and indexes the image and visitor satisfaction levels of 240 regions nationwide (launched in 2012, this is the seventh edition).Based on this data, the JTB Group provides comparative reports with competing regions and consulting services regarding regional tourism strategies.

*The research and analysis for this index are conducted by JTB Tourism Research & Consulting Co., Ltd.

Features and Strengths of the JTB Regional Power Index

Provides insights into awareness, visitation rates, and image by tourist destination, as well as visitors’ purposes and satisfaction levels
Understand relative performance compared to competing regions
Identifies the gap between residents’ and visitors’ perceptions
Analysis of factors influencing visitation intent reveals the region’s strengths and weaknesses (areas for improvement)

How to Use This Service

Please contact the JTB Tourism Research & Consulting Regional Exchange Support Desk or any JTB branch
Determination of target regions for analysis (including competitor regions)
Preparation of an analysis report covering awareness and image, visitor satisfaction, visitor demographics, and the strengths and weaknesses of your region and competitor regions *If necessary, we can also provide analyses combining open data and other sources, as well as spot surveys
Use the results to plan future initiatives

*The process from consultation (determining the region) to delivery of the report takes approximately 2 weeks to 1 month (excluding spot surveys).

*Costs vary depending on the number of regions and the data used, so please contact us for details.

Examples of report content:

What the JTB Regional Power Index Reveals (Examples of Survey Content)

1. Indexing of Overall Scores and Satisfaction Scores

2. Identifying differences based on visitor demographics and the perception gap between visitors and residents

3. Understanding differences in image compared to competing regions (e.g., image analysis of autumn foliage spots)

Download Survey Results

Download

Survey Overview

Survey Methodology: Online Survey
Survey Participants: Men and women aged 15 to 79 living throughout Japan
Survey Period and Sample Size: 1) Resident and Visitor Surveys: 47,863 samples *47 prefectures × gender and age group (10 categories) × 50 samples (conducted February–April 2025) 2) Visitor Survey: 38,780 samples (conducted March–April 2025) *Selected from respondents to the Resident and Visitor Surveys who had visited any of the 240 regions within the past three years
Main Survey Items: Overall satisfaction, brand awareness, visit experience, accommodation experience, and intention to revisit Purpose of visit and what visitors were looking forward to Satisfaction by category (local cuisine and ingredients, accommodations, hot springs, etc.) Image of the region Unexpected highlights Recommendations from residents to visitors, etc.