World's 'most favorite country' named top pick of British tourists
By
Hoang Vu September 17, 2025 | 03:00 pm PT
A crowd of tourists walk on the street near Kiyomizu-dera temple in Kyoto, western Japan, March 30, 2023. Photo by Reuters
Japan, voted the "world's most favorite country" by Condé Nast Traveler readers last year, is the top choice for British tourists in 2025 thanks to its high level of safety and diverse experiences, a new survey shows.
Nearly a third of Britons (32%) say Japan is their ultimate bucket-list destination this year, according to a poll of more than 1,000 people by U.K.-based travel site Travelbag.
About 26.7% cite the country's diverse shopping districts and markets, 21.4% want to explore ancient ruins and heritage, and 13.8% are drawn by festivals.
A weaker yen, relaxed travel restrictions, and aggressive tourism campaigns have fueled a surge in foreign arrivals.
Japan welcomed more than 36.8 million visitors last year, and in the first half of 2025 alone it received a record 21.5 million foreign arrivals, up 21% from a year earlier.
