― International Recognition Highlights Strength of Japan Brand and New Possibilities ―
The Japan National Tourism Organization (JNTO) has announced that Japan has been ranked No. 1 in “The Best Countries in the World” category for the third consecutive year in the Condé Nast Traveler magazine’s “Readers’ Choice Awards 2025.”
Furthermore, in the “Best Big Cities” category of the same ranking, Tokyo was named No. 1 for the second year in a row, with Kyoto following at No. 2. In the UK edition of the same magazine, Japan ranked third among countries, while Tokyo ranked second among cities—showing strong international recognition from travelers around the world.
These results indicate that Japan is not merely seen as a tourist destination, but as a country truly worth visiting. The harmonious blend of traditional culture, natural beauty, and innovative urban experiences continues to captivate global travelers. In particular, Tokyo and Kyoto have established themselves as world-renowned cities that combine the charm of old Japan with modern sensibilities.
This award carries significant meaning not only for Japan’s tourism industry but also for the Japan brand as a whole. As global attention toward Japan continues to grow, new opportunities are emerging across diverse fields such as culture, economy, and lifestyle to share values originating from Japan. The increasing global interest in Japan, spurred by tourism, is expected to provide new momentum for Japanese businesses and regional industries alike.
Japan’s appeal goes far beyond its beautiful scenery and traditions. Its spiritual richness, creativity, and spirit of hospitality resonate deeply with people around the world. Going forward, our Japan International Influencer Association aims to further enhance the communication of regional culture and tourism assets, and to co-create a new model for sustainable tourism and international exchange.
As part of this effort, we will promote initiatives to alleviate overtourism in major cities while actively highlighting the charms of regional areas to encourage travelers to explore beyond urban centers.
for this reason we invite our partner companies to take this recognition as an opportunity to explore new possibilities for collaboration and communication in fields such as tourism, culture, digital innovation, and regional revitalization to further promote Japan as a destination that is worth visiting.
