What makes a place appealing to visit? For many travelers, it might be beautiful scenery, local food, or a rich cultural heritage. A new Japanese survey has offered a glimpse into how people view the country’s prefectures, with some familiar tourist favorites continuing to stand out.
The 2026 Regional Attractiveness Ranking was released by Daito Kentaku on October 7, and it placed Kanagawa Prefecture first overall, followed by Fukuoka in second place, Hyogo in third, Kyoto in fourth, and Tokyo in fifth. The ranking combines a range of factors, including residents’ satisfaction with where they live and how people from outside each prefecture perceive it.
The results look a little different when the focus shifts specifically to tourism. Hokkaido took first place for the fifth consecutive year as the prefecture respondents most wanted to visit. Kyoto ranked second and Okinawa third, maintaining their positions among Japan’s most appealing travel destinations.
Each offers a distinct reason to visit. Hokkaido ranked highly for its natural scenery, food and scenic destinations and hot springs. Kyoto stood out for its historic buildings and cultural properties, while Okinawa received particularly strong marks for its climate and natural environment.
For visitors planning a trip to Japan, the findings offer a reminder of the country’s variety. Kyoto’s temples and traditional streets, Hokkaido’s wide-open landscapes and food, and Okinawa’s subtropical scenery each provide a different experience of Japan.
The survey also highlights the difference between a place being popular with visitors and being a satisfying place to live. While the two can overlap, local quality of life involves many factors beyond the attractions travelers encounter on a short visit.
