World’s Most Desirable Travel Destination Announced: Japan Reclaims the No.1 Spot After a Decade

(Tokyo, 24th) Japan has reclaimed the title of the world’s most desirable travel destination after a decade, earning the top spot in a global poll involving more than 200,000 travelers. According to the 2025 Readers’ Choice Awards released by the UK’s long-running travel magazine Wanderlust, Japan stood out for its diverse travel experiences and its unique blend of innovation, precision, and rich traditions.

As reported by Time Out, this year’s poll attracted an exceptionally large number of voters. Japan’s victory is attributed to its wide range of attractions—from beaches and mountains to centuries-old cultural heritage, world-class theme parks, and vibrant metropolitan cities that appeal to different travel interests.

Wanderlust noted that while major cities like Tokyo and Kyoto remain top picks, more travelers are now exploring lesser-known regions. These include Shikoku’s coastal landscapes, Kanazawa’s craft culture, and remote islands offering a deeper connection to Japan’s cultural roots. This combination of modernity and tradition continues to drive Japan’s strong repeat-visitor rate.

The magazine’s Top 10 Most Desirable Countries are:
Japan, Costa Rica, Canada, Australia, Peru, South Africa, the United States, New Zealand, Brazil, and Ecuador.

Additionally, Tokyo’s Jimbocho district was named one of the “Coolest Neighborhoods in the World” by Time Out, and Tokyo also ranked among the 2025 “Best Cities,” further cementing Japan’s position as a global tourism powerhouse.