The Country Voted Best In The World For Tourism Boasts Vibrant Cities And Unique Culture

The news is out, folks: The top 10 countries for tourism and travel in 2026 have officially been revealed. According to the World Economic Forum's annual Travel & Tourism Development Index, Japan has taken the top spot. The country is having a bit of a moment these days, and the numbers don't lie: In 2025, it welcomed a staggering 42.7 million visitors (via the Japan Times), passing the 40 million mark for the first time. It's hard to blame any visitor for wanting to explore Japan, with its unique culture and vibrant cities. Add in the plethora of UNESCO Heritage Sites, natural phenomena from cherry blossoms to Mount Fuji to naturally occurring onsen (hot springs), and it's a dream destination for many. Oh, and the yen is dropping, making Japan more affordable to visit. It's also one of the safest countries for travelers on the planet!

Like any destination with high tourism, Japan faces the risk of overtourism, and the Japanese government is taking steps to mitigate it with new tourist tax changes. The country's leaders have increased the cost of the departure tax, hot spots like Kyoto have added extra tourism taxes, and the entire country is running a marketing push for lesser-visited regions, hoping to alleviate the pressure. 

While these added measures haven't exactly cooled Japanese fervor, they're something to keep in mind when planning your trip. To reduce your impact, consider traveling in off (or shoulder) seasons and heading to destinations off the well-trodden tourism path. Luckily, Japan is awash with hidden gems, from the forests of Yakushima to the beaches of Okinawa. With the ease of travel thanks to the well-connected, super-fast Shinkansen trains, these relatively secret corners of Japan could be at your fingertips.

Japan is home to some of the world's largest cities, including the capital Tokyo, which is home to more than 14 million people. Despite the high population, Japan's metropolises are among the safest cities in the world. This includes Tokyo, which is the obvious place to visit for many tourists. However, there are plenty of other hidden-gem cities in Japan to add to your bucket list. We're not just talking about Kyoto (another tourist favorite for very valid reasons), but cities like Beppu, a literal hot spot as one of Japan's largest and most famous hot spring resorts (onsen towns).

If you have your heart set on Tokyo, the city is huge and full of hidden corners beyond the main tourist destinations. Hamarikyu Gardens is a peaceful oasis in the middle of the city, anchored by a traditional teahouse right in the middle of a pond. Head to the streets of Yanaka Ginza to travel back in time at authentic 1950s eateries and shops, or visit the Edo-Tokyo Open Air Architectural Museum to explore traditional Japanese architecture through the ages. 

But consider quick stops in busy places like Tokyo and Kyoto before spending more time in the lesser-known of Japan's cities (at least from a tourist perspective). While Hiroshima is rightfully regarded as a tragic site of war, it's also a gorgeous location that isn't solely defined by one historical event. On the island-and-torii-dotted waters of Hiroshima Bay, visitors can see how Hiroshima has managed to thrive in the years since its devastation. Of course, the UNESCO-listed Genbaku Dome, the only structure left standing after the bomb was dropped in 1945, is still a must — but there's much more to see in the city!

Outside of these vibrant cities, Japan is full of bucket list destinations and experiences. Its ancient culture, preserved by generations of isolationist policies, is prevalent in every corner of the country. And while Japan's culture isn't stuck in the past, its heritage is often what attracts many of its visitors. That includes its food, which UNESCO added to its Intangible Cultural Heritage of Humanity list in 2013. 

Another highlight of Japan is its natural world, incredible no matter the season. Fall leaves, cherry blossoms, winter in onsen towns, summer festivals; there's always something lovely to discover in Japan. Japan is known for its pilgrimages, many with a religious bent — like the Kumano Kodo, which winds through forests and ends at the sacred Mount Koya. If you're just hoping to commune with nature, though, there are plenty of hikes for you too, including through the gorgeous mountains and past adorable traditional villages along the Nakasendo Trail.

If you've always dreamed of visiting Japan during sakura (cherry blossom) season, know that you'll be in good company. However, some spots across the country draw fewer cherry blossom hunters. One of these is the historic city of Takayama in Gifu. The trees spread throughout town and in the surrounding Japanese Alps bloom beautifully in the spring. Because Takayama is fairly off the beaten path (nearly five hours by train from Tokyo), you'll likely run into far fewer crowds. If you do decide to hit the top spots (like the Churei-tō Pagoda overlooking Mount Fuji), early in the morning is always a good way to escape crowds.