The Japan National Tourism Organization (JNTO) is pleased to announce Japan’s recent selection for a pair of prestigious accolades, recognizing the country’s exceptional tourism offerings. For the third consecutive year, Japan has been ranked first by Condé Nast Traveler in their 2025 list of “Top Countries in the World”, while trending Yamagata Prefecture made it into National Geographic’s “Best of the World 2026” must-see places list.

“We are extremely honored and grateful that travelers are responding positively to the natural, cultural, and experiential diversity of Japan, and adding the destination to their travel lists”, said (Ms.) Yuka Suzuki, executive director of the JNTO Toronto office. “We think our push towards featuring sustainable, authentic experiences will resonate with Canadians, and we look forward to welcoming more Canadians to discover new experiences in Japan in the year ahead.”

Japan has proved to have an enduring hold on Condé Nast Traveler’s Readers’ Choice Awards, the annual survey that asks an informed audience from around the world to evaluate their most desired future travel destinations. The cities of Tokyo and Kyoto enjoyed a strong showing in 2025’s “Best Cities in the World” category, earning first and second place, respectively. In the wake of the awards, Condé Nast Traveler published a feature on scenic autumn train journeys across Japan, reflecting the significant number of travelers seeking to experience the beauty of the fall season in the Japanese countryside.

Seemingly acknowledging the growing popularity of destinations like Kyoto, Tokyo, and Osaka,  National Geographic’s spotlight on Yamagata instead invites travelers to venture off the usual tourism paths. Rural destinations like Yamagata represent a cornerstone of Japan’s evolving focus as a destination, putting experiences like hot springs, mountain pilgrimages, and farm stays in the spotlight.

Yamagata is a winter wonderland, more than 300 kilometers north of Tokyo, where snow-capped evergreens dot spectacular alpine landscapes and storied ryokan inns provide welcoming refuge. Conveniently accessible via Japan’s shinkansen network of bullet trains, the region has traditionally been a well-kept secret by skiers and snowboarders.

Attractions like Dewa Sanzan – the three sacred peaks that include Mount Haguro, Mount Gassan, and Mount Yudono – are at the forefront of the region’s wider appeal to adventurous travelers, who will relish ascending the steps with the ascetic yamabushi monks to stay the night at a mountain temple. The village of Nishikawa, recognized for its leadership in sustainable tourism development, is helping to shape Japan’s future as a responsible travel destination, offering hands-on workshops for traditional Japanese crafts and culinary experiences sure to warm the heart and belly.

Learn more about Japan at https://www.japan.travel/en/ca/.

For a full list of Condé Nast Traveler’s award-winning destinations, visit https://www.cntraveler.com/story/top-countries-in-the-world.