What makes Japan stay with you long after you return home? Perhaps it is the first bite of something wonderful at a tiny neighborhood restaurant, a conversation with a local guide, or the quiet beauty of a temple garden. Japan’s appeal lives in these moments, and its latest international recognition offers another reason to start dreaming about your next journey.
Photo Credit: Jo Panuwat D
In the 2026 Wanderlust Reader Travel Awards, announced in London on November 4, Japan was voted the world’s second most desirable country.
Japan earned recognition across four standout categories:
- TOKYO: #1 Most Desirable City
- JAPAN: #2 for Culture & Heritage
- JAPAN: #4 for Gastronomy
- HOKKAIDO: #10 Most Desirable Region
Together, these results celebrate the breadth of Japan’s appeal, from its dynamic capital to its regional landscapes, culinary traditions, and cultural treasures.
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More than 250,000 readers participated, casting over 8.2 million votes across the awards. These results reflect readers’ preferences rather than an objective assessment, but they offer a compelling glimpse into the destinations capturing travelers’ imaginations.
For us at Arigato Travel, the recognition for culture and gastronomy feels especially meaningful. Food and culture are closely connected here. A bowl of noodles can introduce you to a region’s climate and history. A family-run shop can reveal generations of craftsmanship. An evening exploring local restaurants can become your favorite memory of an entire trip.
Photo Credit: Diego Mariottini
Tokyo’s first-place recognition is a wonderful invitation to look more closely at the capital. Beyond its famous crossings, shopping streets, and skyline, there are neighborhoods best discovered on foot, seasonal specialties worth slowing down for, and welcoming little places you might otherwise walk past.
Exploring with someone who knows the area adds another dimension. Suddenly, you understand what you are tasting, why a particular dish matters, and how the neighborhood has changed. The city becomes more personal, one conversation and one delicious stop at a time.
The same curiosity can lead you beyond Japan’s best-known destinations. Consider building time into your itinerary for a regional town, a countryside stay, or an experience centered on local food and traditions. A market visit, a hands-on workshop, or lunch with a view of everyday life can bring a different rhythm to your journey.
Hokkaido’s recognition is also a reminder to think broadly about where your interests might take you. Start with what you love: food, art, nature, craftsmanship, or meaningful encounters with local people.
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At Arigato Travel, that is where our planning begins. Through our food and cultural tours and custom multi-day journeys, we help guests connect their interests with experiences that make Japan feel vivid, welcoming, and memorable.
The awards may spark the inspiration, but your journey should have its own personality. Include the Japan you have been dreaming about, then leave room for something unexpected: a new flavor, an unfamiliar neighborhood, or a story you are excited to share when you get home.
Featured Photo Credit: Jujumin Chu
Ready to discover the experiences behind Japan’s celebrated reputation? Let Arigato Travel help you create a journey filled with local flavor, cultural connections, and discoveries to treasure.
