Few travel awards carry the weight of a global readers’ vote, and this year one country swept the top spot with a margin that turned heads. Japan has been named the Most Desirable Country in the World by Wanderlust’s 2025 Reader Travel Awards, pulling in more votes than any other nation.

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Votes cast in 2025 Wanderlust Readers’ Travel Awards: over 4.8 million ·
Readers who voted: 208,000 ·
Japan’s ranking in Most Desirable Country (World): 1st ·
Year of previous Japan win for same award: more than a decade ago

Quick snapshot

1Confirmed facts
  • Japan won Most Desirable Country (World) in the 2025 Wanderlust Readers’ Travel Awards (Wanderlust magazine).
  • Over 4.8 million votes were cast by 208,000 readers (The Wise Traveller).
  • Japan also placed 4th in two other categories: Culture & Heritage and Culinary (Wanderlust magazine).
2What’s unclear
  • Precise reasons behind Gen Z’s strong preference for Japan are not formally measured in a single survey (The Wise Traveller).
  • The exact link between the “Most Desirable Country” award and broader quality-of-life indices remains unexplored in available sources. (The Wise Traveller)
3Timeline signal
  • Japan’s last win in this category was more than a decade ago (The Wise Traveller).
  • 2025 award marks a comeback after a long gap, coinciding with surging global interest. (The Wise Traveller)
4What’s next
  • Japan is expected to leverage this win in global tourism campaigns (Wanderlust magazine).
  • Industry watchers will track whether the award translates into increased visitor numbers from the UK and Europe. (Wanderlust magazine)

Here are the key numbers behind Japan’s 2025 Wanderlust win, pulled directly from the award results.

Attribute Value
Award name Most Desirable Country (World) – Wanderlust Readers’ Travel Awards 2025
Total votes 4.8 million
Number of voters 208,000
Previous Japan win More than a decade ago
Other categories won 4th Most Desirable Destination for Culture and Heritage, 4th for Culinary

What is the most desired country in the world?

Japan takes the top spot in the 2025 Wanderlust Readers’ Travel Awards

  • Japan was named the Most Desirable Country (World) in the 2025 Wanderlust Readers’ Travel Awards, the first time it has claimed the global title in more than a decade (The Wise Traveller).
  • The award is determined by readers of Wanderlust, a UK-based independent travel magazine with a dedicated following (Wanderlust magazine).

Record voter turnout and votes cast

  • The 2025 awards drew engagement from more than 208,000 readers who cast 4.8 million votes across 22 categories (The Wise Traveller).
  • That vote count is a record for the Wanderlust awards, underscoring the scale of reader participation.

“The award framing emphasizes Japan’s ‘innovation, precision and tradition’.” — Wanderlust magazine, as reported by The Wise Traveller

Wanderlust magazine

The pattern: Japan’s victory is not just a first-place finish; it reflects the highest raw vote count of any category winner, showing broad-based appeal across a large, international reader base.

The takeaway: Japan’s record-breaking vote total signals a broad desire for the country that transcends typical tourism metrics.

Why is Gen Z obsessed with Japan?

Cultural and culinary appeal

  • Japan ranked 4th in the Most Desirable Destination for Culture and Heritage category, and 4th for Culinary (Wanderlust magazine).
  • Travel influencers and social media have amplified Japan’s food scene, from street food in Osaka to high-end kaiseki dining.

Role of anime, food, and travel influencers

  • Anime and manga continue to drive curiosity among younger travelers, with destinations like Akihabara and Studio Ghibli Museum drawing repeat visits.
  • Viral travel content on platforms like TikTok and Instagram has made Japan a top bucket-list destination for Gen Z.
Why this matters

Gen Z travelers are booking trips based on cultural immersion rather than traditional sightseeing, and Japan’s blend of ancient temples and cutting-edge pop culture hits both notes. The Wanderlust win quantifies that shift with hard vote data.

The trade-off: While Japan’s cultural and culinary categories scored well, it didn’t win either, suggesting that its overall desirability stems from a balanced package rather than a single standout feature.

The implication for travelers: Gen Z’s pull toward Japan is not a fad — it’s backed by a record-breaking award that confirms the country’s broad cross-generational appeal.

What are the top 3 best countries?

Wanderlust 2025 top 10 list overview

  • Japan took the global No. 1 spot in the Most Desirable Country category (The Wise Traveller).
  • Runners-up included Costa Rica, Canada, and Peru, according to the full award results.
  • Regional winners were also named: Italy won Most Desirable Country in Europe, and category-specific winners included Australia (Adventure), Germany (Sustainability), Greece (Culture & Heritage), South Africa (Nature & Wildlife), and Spain (Gastronomy) (The Wise Traveller).

Other rankings

  • Wanderlust’s awards cover 22 categories, with separate city awards such as İstanbul named Most Desirable City in Europe (The Wise Traveller).
  • These categories give a broader view of where travelers are heading, with Japan leading the world pack.

What this means: Japan’s global No. 1 stands out in a crowded field that includes perennial favorites like Italy and Costa Rica, suggesting the award reflects genuine momentum rather than a niche preference.

The competitive landscape: Japan outpaced established tourism giants, confirming its position as the most sought-after destination among global travelers.

What is the most prestigious award in Japan?

Order of the Chrysanthemum and other honors

  • The Order of the Chrysanthemum is Japan’s highest order, awarded by the Emperor for exceptional civil or military merit (The Wise Traveller).
  • Other major honors include the Order of the Rising Sun and the Order of the Sacred Treasure, each with multiple classes.

Cultural prizes like the Akutagawa Prize

  • Japan also has prestigious cultural awards such as the Akutagawa Prize for literary fiction and the Japan Academy Prize for film (The Wise Traveller).
  • These awards celebrate excellence within Japan, whereas the Wanderlust award is an external global recognition of the country’s appeal.

The implication: While domestic honors like the Order of the Chrysanthemum carry centuries of tradition, the Wanderlust win adds a modern, externally validated layer to Japan’s global standing.

Timeline of Japan’s Wanderlust award journey

  • More than a decade ago — Japan’s last win of the Most Desirable Country (World) title in the Wanderlust Readers’ Travel Awards (The Wise Traveller).
  • 2025 — Japan wins the same category again, with a record 4.8 million votes from 208,000 readers (Wanderlust magazine).
The upshot

The decade-long gap between wins makes this return a significant milestone. It suggests that Japan’s current popularity is not an anomaly but the result of sustained cultural and tourism efforts that have widened its global appeal.

Clarity check: what we know and what remains open

Based on the available sources, here is a clear separation of confirmed facts vs. aspects with lower certainty.

Confirmed facts

  • Japan named Most Desirable Country (World) by Wanderlust Readers’ Travel Awards 2025 (Wanderlust magazine).
  • Over 4.8 million votes from 208,000 readers (The Wise Traveller).
  • Japan placed 4th in Culture & Heritage and Culinary categories (Wanderlust magazine).
  • Last win was more than a decade ago (The Wise Traveller).

What’s unclear

  • The precise drivers of Gen Z’s interest are not captured by a single survey; sources point to pop culture and food but without formal data.
  • No direct comparison exists between the Wanderlust award rankings and standard quality-of-life indices.

The catch: While the vote count is robust, the “why” behind the votes is inferred from cultural trends rather than voter surveys, leaving room for alternative explanations.

The final word for travelers: Japan’s 2025 Wanderlust win is a landmark achievement fueled by record reader engagement and a broad cultural pull. For UK and European travelers considering their next trip, the message is clear: Japan is not just desirable — it has the votes to prove it.

Additional sources

engoo.com

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Frequently asked questions

What is the 3 1 1 rule in Japan?

Japan’s liquid rules for carry-on luggage follow the global 3-1-1 pattern: liquids in containers of 3.4 ounces (100 ml) or less, all in a single quart-sized bag, one bag per passenger. This applies to flights departing from Japan, including those to the USA.

Do Japan to USA flights follow TSA 3-1-1 liquid rules?

Yes, flights from Japan to the United States follow TSA 3-1-1 rules for carry-on liquids, as the US requires all international flights bound for the US to comply. Check with your airline for any additional restrictions.

Can I kiss my girlfriend in public in Japan?

Public displays of affection like kissing are generally acceptable in urban areas but may be considered less common than in Western countries. Moderation is advised in traditional or rural settings.

Why avoid a black suitcase?

Black suitcases are the most common color, making them hard to spot on luggage carousels. A bright color or distinctive tag can help you quickly identify your bag.

What is the most prestigious award in Japan?

The Order of the Chrysanthemum is Japan’s highest honor, awarded by the Emperor for exceptional merit. It is considered the most prestigious award in Japan.

Who is the only person to refuse the Nobel Peace Prize?

Le Duc Tho, a Vietnamese politician, was the only person to refuse the Nobel Peace Prize (1973) on the grounds that peace had not yet been achieved in Vietnam.

What was Japan’s most desired prize?

In the context of travel awards, Japan’s most desired prize is the Wanderlust Readers’ Travel Award for Most Desirable Country (World), which it won in 2025 after a long hiatus.