The new museum will carry the theme "Questions from a Beautiful Prison," offering exhibitions that recreate aspects of prison life, including access to solitary confinement cells. The striking red-brick complex, originally built in the Meiji era as one of Japan's five key prisons, is an Important Cultural Property. Since its closure in 2017, four of its five radiating wings have been converted into a hotel, with one preserved as the museum. Nara Prefecture hopes the project will tackle long-standing issues in its tourism industry. Katsunori Tsuji, head of the prefecture's tourism strategy division, noted that Nara is often described as "cheap, shallow, and narrow." In 2023, visitors spent on average about 6,000 yen, compared with the national average of 9,931 yen. Less than 10% of tourists stay overnight. Most confine their trip to Nara Park. The redevelopment of the prison, located at the northern edge of the Kitamachi district near Nara Park, is seen as a way to spread visitor traffic and encourage longer stays. Tsuji explained that the prefecture has historic buildings across its territory, and that by opening the prison site, officials hope to bring attention to these lesser-known assets as well. The hotel section, to be operated under the "Hoshinoya Nara Prison" brand, will feature 48 luxury rooms, making it the first hotel in Japan adapted from an Important Cultural Property. Together with the museum, it is expected to serve as a flagship project to boost spending per visitor and reshape Nara's appeal.