Brand Research Institute announced that the most attractive prefecture is Hokkaido among 47 prefectures for 12 years in a row in the Local Brand Survey 2020. The most attractive city is Kyoto for the first time in the past three years, followed by Hakodate and Sapporo as the second.
Ibaraki Prefecture gets out of the bottom for the first time in the past seven years, jumping to 42nd, and Tochigi is down from 43rd last year to the bottom. The biggest leap is seen in Nagano, raising the ranking from10th last year (24.8 points) to 8th (30.5 points).
The Institute says that attractiveness in local prefectures or cities has recently risen particularly among young people, as attractiveness points among 20s is the highest with 10.9 points, up from 5.4 points last year, followed by 9.8 points among 30s.
On the contrary, Tokyo ranks down from 3rd last year to 4th, as the attractiveness point declines from 43.8 points last year to 36.4 points, which is the biggest reduction among 47 prefectures. Tokyo also sees reductions from 4th (47.4 points) to 7th (43 points in the tourism attractiveness and from 1st (26.3 points) to 2nd (20.5 points) in the residency attractiveness.
Top 10 attractive prefectures (last year’s ranking in the parentheses) :
1 Hokkaido (1) 60.8 points
2 Kyoto (2) 49.9 points
3 Okinawa (4) 44.1 points
4 Tokyo (3) 36.4 points
5 Kanagawa (5) 34.7 points
6 Osaka (6) 31.9 points
7 Nara (7) 30.6 points
8 Nagano (10) 30.5 points
9 Fukuoka (8) 29.6 points
10 Ishikawa (9) 29.2 points
Top 10 attractive cities (last year’s ranking in the parentheses) :
1 Kyoto (3) 51.9 points
2 Hakodate (1) 51.3 points
2 Sapporo (2) 51.3 points
4 Yokohama (6) 48.1 points
5 Otaru (4) 46.9 points
6 Kobe (5) 44.8 points
7 Kamakura (7) 44.6 points
8 Kanazawa (8) 43.8 points
9 Furano (9) 43.7 points
10 Sendai (10) 38.8 points
The tables below show attractiveness by category in prefectures (above) and in cities (below).
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