Every year, the Brand Research Institute (ブランド総合研究所) conducts the “Regional Brand Survey” (地域ブランド調査), asking tens of thousands of Japanese residents to rate the appeal of Japan’s 47 prefectures. The 2024 results, released in October, offer a fascinating look into how locals perceive their own country—from natural beauty and cultural heritage to food and tourism experiences.
Top 5 Most Attractive Prefectures in 2024
| Rank | Prefecture | Score |
|---|---|---|
| 1 | Hokkaido | 70.8 |
| 2 | Kyoto | 55.6 |
| 3 | Okinawa | 49.8 |
| 4 | Tokyo | 48.3 |
| 5 | Kanagawa | 42.6 |
Hokkaido secured the top spot for the 16th consecutive year, celebrated for its vast landscapes, fresh seafood, and iconic cities like Sapporo and Hakodate. Although its score slightly decreased from 72.4 in 2023, it remains Japan’s most admired prefecture.
Kyoto, renowned for its temples, gardens, and traditional culture, maintained its long-standing second place.
Okinawa, with its subtropical islands and unique Ryukyuan heritage, held third place.
Tokyo, the bustling capital, ranked fourth, while Kanagawa, home to Yokohama and Kamakura, rose from seventh to fifth place.
These rankings are based on a comprehensive survey of over 34,000 respondents, who evaluated each prefecture on various factors, including tourism appeal, local products, and overall image.
What Makes a Prefecture “Attractive”?
The survey assesses 90 different aspects, such as:
- Tourism appeal
- Local cuisine and specialties
- Cultural and historical significance
- Desire to visit, live, or purchase local products
For example, Hokkaido scored high due to its renowned seafood, ski resorts, and natural beauty. Kyoto is celebrated for its historical sites and traditional crafts, while Okinawa attracts visitors with its unique culture and pristine beaches.
Why This Ranking Matters
This annual ranking offers insights into how Japanese people view their own regions, highlighting the strengths and unique characteristics of each prefecture. For travelers, it serves as a guide to explore destinations that locals find most appealing.
Please also check out Japan’s Most Underrated Prefectures!
