Japan has once again captured global hearts, taking home several top honors in the Wanderlust Reader Travel Awards for this year. More than 208,000 travel enthusiasts cast a whopping 4.8 million votes, and the results revealed a strong appreciation for the mix of innovation, tradition and natural beauty found here.
Most notably, Japan reclaimed the coveted title of Most Desirable Country (World) for the first time in more than a decade. While Tokyo and Kyoto continue to inspire visitors with their balance of old and new, voters also praised Japan's lesser-known regions, from the rugged coasts of Shikoku to the artisan culture of Kanazawa and the tranquil islands of Okinawa. Judges noted that Japan rewards those who travel with curiosity beyond its well-known highlights, with many destinations leaving an impression that lasts long after the journey ends.
Japan's recognition extended across several other categories, too. Tokyo received the Silver Award for Most Desirable City (World), and was celebrated for its energy, creativity, and ever-evolving design while remaining deeply connected to tradition. Hokkaido also featured, placing seventh in the Most Desirable Region (World) category for its pristine landscapes, striking seasonal beauty, and distinctive cuisine.
In the cultural and culinary awards, Japan earned fourth place for both Most Desirable Destination for Culture and Heritage and Most Desirable Destination for Gastronomy. These honors reflect the enduring appeal of Japan's artistry, craftsmanship, and food culture, which continue to captivate travelers from around the world.
These awards not only reaffirm Japan's standing as one of the world's most admired destinations, but also help inspire travelers to venture beyond its well-known highlights. For many, Japan becomes a destination to visit more than once, with the opportunity for new experiences and deeper connections each time.
For more information about the Wanderlust Reader Travel Awards, please visit their official website here.
