Japan has been voted the “World’s Most Attractive Country” in the prestigious Wanderlust Reader Travel Awards 2025, presented by the UK’s leading travel magazine, Wanderlust. This marks Japan’s first win in the top category since 2012, reaffirming its global reputation as a destination that beautifully blends tradition, innovation, culture, and natural beauty.
In addition to securing the top country award, Japan achieved strong recognition across multiple categories:
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Tokyo ranked second in the “World’s Most Attractive City” category
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Hokkaido ranked seventh in the “World’s Most Attractive Region” category
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Japan placed fourth in both the “Culture & Heritage” and “Gourmet” categories
These accolades highlight Japan’s unparalleled ability to offer diverse experiences—from futuristic cityscapes and culinary excellence to cultural depth and scenic landscapes.
The awards, now in their 24th year, are based entirely on a public vote. This year set a new record with 208,000 Wanderlust readers casting over 4.8 million votes, making it one of the most influential consumer travel awards globally. The 2025 ceremony was held at the National Gallery in London.
George Kipouros, Editor-in-Chief of Wanderlust, said:
“Japan continues to captivate travelers not only with its well-known sights in Tokyo and Kyoto, but also with its hidden regions that reveal its soul. From the remote islands of Okinawa and the craft villages of Kanazawa, to the mountains of Nagano and the culinary culture of Fukuoka, travelers are now discovering a deeper, more authentic Japan.”
Japan’s recognition across categories underscores its continued evolution as a world-leading tourism destination—one that embodies innovation, precision, heritage, and meaningful experiences for travellers seeking to explore beyond the familiar.
