HOKKAIDO RANKED MOST ATTRACTIVE PREFECTURE FOR 18TH STRAIGHT YEAR: BEST ON SURVEY - TOKYO JAPAN

HOKKAIDO RANKED MOST ATTRACTIVE PREFECTURE FOR 18TH STRAIGHT YEAR: BEST ON SURVEY - TOKYO JAPAN 

@Jr_Paku Midin Channel

TOKYO

Hokkaido, Japan's northernmost main island and a popular tourist destination, has again been ranked the country's most attractive prefecture in an annual survey, retaining the top spot for the 18th straight year, a research institute said Saturday.

Hokkaido scored highly in categories such as "desire to visit as a tourist," reflecting its enduring popularity, while Kyoto in western Japan came second and Okinawa in southern Japan third, maintaining their positions from the previous year, according to the Brand Research Institute survey.

The least attractive among the country's 47 prefectures was Saga in southwestern Japan, which ranked 45th last year. The prefecture-based survey began in 2009.

The online survey, conducted between June and July this year, consisted of 91 questions covering areas such as visibility and drew responses from 31,666 men and women in their 20s through 70s.

Among the prefectures that improved their rankings, Nagasaki in southwestern Japan rose three places from the previous year to 8th, partly due to the impact of large-scale events such as music festivals, while Osaka in the west, which hosted the World Exposition in 2025, climbed two places to 6th.

Niigata, on the Sea of Japan coast, climbed six places from last year to 22nd, likely due to increased recognition of a gold and silver mine complex on Sado Island in Japan which was added to UNESCO's World Heritage list in 2024, according to the institute.

Eastern Japan's Saitama, which placed last the previous year, came 44th, while Ibaraki near Tokyo remained in 46th place, the same as last year.

"Prefectures that have attracted increasing enthusiasm from tourists have seen a sharp rise in their rankings," the institute said.

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