Posted on November 8, 2025
Japan has once again claimed top spot in the 2025 tourism rankings, cementing its position as the world’s most popular travel destination. This remarkable achievement can be attributed to the country’s unique combination of rich cultural heritage, cutting-edge technology and stunning natural beauty, all of which continue to attract travelers from all over the world. With record-breaking visitor numbers, Japan’s unparalleled appeal – ranging from vibrant cityscapes to serene temples and stunning landscapes – has cemented its status as a must-visit destination for travelers seeking modernity and tradition.
Japan continues to shine as the world’s most admired travel destination, once again claiming top spot in the prestigious Condé Nast Traveler Readers’ Choice Awards for 2025. The country achieved an impressive score of 95.36 out of 100, confirming its position as a global favorite for international travellers. This marks the second year in a row that Japan has received the title, highlighting its enduring appeal and ability to attract visitors from around the world.
What makes Japan stand out year after year is the seamless blend of its timeless traditions and modern developments. Travelers from different continents find the country irresistible for its distinctive character – where ancient temples and tranquil gardens coexist with a vibrant cityscape full of innovation and creativity. The country’s deep cultural roots, scenic beauty and strong sense of hospitality continue to inspire admiration and loyalty among returning visitors.
Tourists are constantly attracted by the diversity found in Japan. Each region offers something unique: majestic mountains, tranquil countryside, historic landmarks and dynamic cities. Whether strolling Kyoto’s quiet streets lined with heritage architecture or exploring Tokyo’s futuristic skyline, visitors will experience a fascinating harmony between past and present. Beyond the architecture and nature, it is the warm and respectful attitude of the Japanese people that leaves a lasting impression, creating a feeling of comfort and connection for travelers of all backgrounds.
In this year’s global rankings, Greece ranked second, celebrating its sunny islands, ancient ruins, and rich cultural heritage. Portugal came in third place, continuing to enchant its visitors with its coastal charm and warm climate, while Italy took fourth place with its unparalleled history and artistic influence. Spain, Turkey, Ireland, Croatia, France and Canada rounded out the top ten, each offering its own distinct identity, from Mediterranean coasts to European city life and the North American wilderness. These findings reveal not only the enduring appeal of established destinations, but also travelers’ growing appreciation for culture, history and authenticity at the expense of pure luxury.
Japan’s popularity has also translated into impressive tourism numbers. Between January and September 2025, the country welcomed 31.65 million international visitors – an increase of 17.7% compared to the same period in 2024. Analysts attribute this increase to several factors, including favorable currency rates, which make Japan an affordable destination for many travellers, and expanding aviation connectivity linking major global cities directly to Japanese hubs such as Tokyo, Osaka and Fukuoka. In addition, simplified visa procedures have encouraged international arrivals, especially from key markets across Asia, Europe and North America.
If this pace continues until the end of the year, experts expect the total number of visitors to Japan for 2025 to exceed 40 million, a new national record. This growth reflects the country’s ongoing efforts to promote tourism as a pillar of economic development. The government and private sector have worked hand in hand to strengthen infrastructure, improve accessibility, and support regional tourism initiatives that spread visitor benefits beyond major cities.
The Condé Nast Traveler Readers’ Choice Awards remain one of the most respected awards in the global travel industry. Established decades ago, the awards celebrate excellence in tourism and hospitality by collecting feedback directly from travellers. This year, more than 757,000 readers participated, sharing their opinions on destinations, cities, hotels, resorts, islands, cruises and airlines. Their collective voice reflects not only their personal experiences, but broader trends in travel preferences, such as a growing desire for authenticity, sustainability and cultural immersion.
The survey results reaffirm how Japan has mastered the art of blending traditional values with modern tourism expectations. It is a destination that is evolving without losing its essence. While advanced technology, efficient public transportation, and world-class accommodations define the modern travel experience, the spirit of Japan remains rooted in its customs, festivals, and everyday simplicity. Visitors find joy in everything from exploring mountain trails and coastal towns to immersing themselves in the peaceful rhythms of local communities.
In recent years, Japan has also focused on sustainable tourism practices, encouraging visitors to explore lesser-known areas and respect the environment. Areas such as Hokkaido, Kyushu and Shikoku are gaining popularity for their natural beauty and outdoor activities, which helps relieve crowding in traditional hot spots. This approach has helped diversify tourism and ensure that the economic benefits reach more communities across the country.
As the world’s travel landscape evolves, Japan continues to set the standard for how destinations can remain timeless while adapting to change. It not only offers stunning scenery and cultural treasures, but also a sense of order, respect and awareness that is highly attractive to international travelers seeking meaningful experiences.
The honor bestowed by the Condé Nast Traveler Readers’ Choice Awards is not just about popularity, it reflects trust, admiration and a strong emotional connection between Japan and the millions who have explored its landscapes. As 2025 progresses, and as global travel continues to rebound, Japan’s story of resilience and reinvention serves as a reminder of what makes travel truly transformative.
Japan tops the 2025 tourism rankings again, thanks to its perfect blend of cultural heritage, technological advancement and stunning landscapes that continue to attract global travelers. This combination ensures its position as the most popular travel destination in the world.
With its seamless balance of old and new, its natural and urban charm, and its commitment to excellence, Japan is not just a destination, but an enduring experience for travelers. Its continued success on the world stage proves that the country’s appeal is much more than a trend – it is a timeless invitation to discover beauty, culture and humanity at its best.
