Which prefectures are the most attractive in Japan?
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 |
#1: Hokkaido — Japan’s Most Beloved Destination
For the 16th consecutive year, Hokkaido ranked as Japan’s most attractive prefecture.
For many Japanese people, Hokkaido represents the ideal combination of:
- Natural beauty
- Delicious food
- Seasonal scenery
- Outdoor activities
- Spacious landscapes
Why do Japanese people love Hokkaido?
Incredible food
Hokkaido is famous for:
- Fresh seafood
- Crab
- Sea urchin
- Dairy products
- Ramen
- Melons
Many Japanese consider Hokkaido the country’s best food destination.
Stunning nature
The prefecture offers:
- Snow-covered mountains
- National parks
- Lavender fields
- Lakes
- Ski resorts
Each season offers a completely different experience.
Famous cities
Popular destinations include:
- Sapporo
- Hakodate
- Otaru
- Furano
- Niseko
For many Japanese travelers, Hokkaido is the ultimate domestic vacation destination.
#2: Kyoto — The Cultural Heart of Japan
Kyoto has maintained its position near the top of the rankings for decades.
As Japan’s former capital for over 1,000 years, Kyoto represents traditional Japan for many people.
Why do Japanese people love Kyoto?
Historic temples and shrines
Kyoto contains:
- Thousands of temples
- Historic shrines
- UNESCO World Heritage Sites
- Traditional gardens
Many Japanese people visit repeatedly throughout their lives.
Traditional culture
Kyoto remains famous for:
- Tea ceremonies
- Traditional crafts
- Geisha culture
- Japanese cuisine
- Seasonal festivals
It is often considered the spiritual and cultural center of Japan.
Seasonal beauty
Kyoto is particularly admired for:
- Cherry blossoms
- Autumn leaves
- Historic scenery
- Traditional architecture
For many Japanese, Kyoto represents the image of “beautiful Japan.”
#3: Okinawa — Japan’s Tropical Paradise
Okinawa retained third place in the 2024 rankings.
Located far south of mainland Japan, Okinawa offers a completely different atmosphere.
Why do Japanese people love Okinawa?
Beautiful beaches
Okinawa is famous for:
- Crystal-clear water
- White sand beaches
- Coral reefs
- Marine activities
Many Japanese compare Okinawa to Hawaii.
Unique culture
Okinawa was once the independent Ryukyu Kingdom and still maintains its own:
- History
- Traditions
- Music
- Cuisine
- Dialects
This cultural uniqueness makes Okinawa feel almost like a different country.
Relaxed lifestyle
Many visitors are attracted to Okinawa’s slower pace of life and warm climate.
#4: Tokyo — The World’s Largest City
Despite its crowded reputation, Tokyo remains one of Japan’s most admired prefectures.
Why do Japanese people love Tokyo?
Endless entertainment
Tokyo offers:
- Shopping
- Restaurants
- Museums
- Nightlife
- Anime culture
- Entertainment districts
There is always something new to discover.
Economic opportunity
As Japan’s political and economic center, Tokyo attracts people seeking:
- Careers
- Education
- Business opportunities
Diversity
Tokyo is often viewed as Japan’s most international and dynamic city.
For many Japanese people, Tokyo represents possibility and excitement.
#5: Kanagawa — The Perfect Balance
Kanagawa rose from seventh place to fifth in the 2024 ranking.
Located south of Tokyo, it combines urban convenience with cultural and natural attractions.
Why do Japanese people love Kanagawa?
Yokohama
Japan’s second-largest city offers:
- Waterfront scenery
- International culture
- Shopping
- Dining
- Entertainment
Kamakura
Often called “the Kyoto of eastern Japan,” Kamakura features:
- Historic temples
- The Great Buddha
- Traditional streets
- Coastal scenery
Hakone
Hakone remains one of Japan’s most famous destinations for:
- Hot springs
- Mount Fuji views
- Nature
- Luxury ryokan
Few prefectures offer such a diverse range of experiences.
What Makes a Japanese Prefecture “Attractive”?
The Regional Brand Survey evaluates approximately 90 factors, including:
- Tourism appeal
- Local food
- Historical importance
- Cultural heritage
- Desire to visit
- Desire to live there
- Local products
- Overall image
The rankings reflect not only tourism popularity but also how Japanese people emotionally connect with different regions.
What Do These Rankings Tell Us About Japan?
Several interesting patterns emerge from the results:
- Nature remains extremely important to Japanese travelers.
- Food strongly influences a region’s image.
- Historical and cultural heritage remains highly valued.
- Domestic tourism preferences differ from international tourism trends.
- Japanese people often admire regions that feel very different from their everyday lives.
In other words, the rankings reveal not only where Japanese people travel, but also what they value most about their country.
FAQ
What is the most attractive prefecture in Japan?
According to the 2024 Regional Brand Survey, Hokkaido ranked as Japan’s most attractive prefecture.
Why is Hokkaido so popular?
Hokkaido is famous for its food, natural scenery, ski resorts, and spacious landscapes.
Why is Kyoto always ranked highly?
Kyoto is considered the cultural and historical heart of Japan and is famous for its temples, traditions, and seasonal beauty.
Is Okinawa similar to mainland Japan?
Not entirely. Okinawa has its own unique history, culture, cuisine, and atmosphere.
Are these rankings useful for foreign tourists?
Yes. They provide valuable insight into the destinations that Japanese people themselves consider most attractive.
