Japan's tourism boom shows no sign of slowing, and the renewed appetite for long-haul travel has seen the country surge back into the international spotlight. From record-breaking visitor numbers to fully booked city hotels and a fresh wave of interest in regional destinations, Japan's revival now extends well beyond the traditional peak seasons. That growing popularity was given powerful global recognition this month at one of the travel industry's most prestigious awards ceremonies.
The honors were announced at the 2025 Ultratravel Awards, known as the ULTRAs, organized by Global Hotel Alliance, the world's largest alliance of independent hotel brands and operator of the GHA DISCOVERY. The winners are selected by the program's 32 million members along with readers of Ultratravel magazine. This year's ceremony took place on November 17th in Dubai, and celebrated excellence across 17 global travel categories.
Among the world's leading hotels, airlines, airports and cruise lines recognized on the night, Japan emerged as one of the evening's standout winners. The country was officially named the Favorite Holiday Country for 2025, edging out runners-up Italy and Thailand. The result reflects how strongly Japan now resonates with frequent international travelers, who continue to be drawn by the mix of historic cities, modern urban culture, natural scenery, and renowned food traditions.
This latest honor adds to a growing list of global accolades for Japan's tourism industry, and underlines the strength of its post-pandemic recovery. With visitor demand remaining high and international interest continuing to spread beyond the main gateway cities, the award signals both current success and continued confidence in Japan as a leading global destination for the year ahead.
