Japan's latest Prefectural Attractiveness Ranking, released by the Brand Research Institute, has once again sparked conversation about what makes a place appealing. For 2025, Hokkaido, Kyoto, and Okinawa claimed the top three spots, just as they did last year. At the other end of the list were Saitama, Ibaraki, and Saga, though each has its own charms that numbers can't fully capture.
It's no surprise that Hokkaido continues to hold the top position. Japan's northernmost prefecture draws visitors year-round with its wild landscapes, world-class ski resorts, and rich food culture. Summer brings fields of lavender and clear blue skies, while winter transforms the region into a snow-covered playground. Cities like Sapporo and Hakodate blend urban comforts with easy access to nature, and Hokkaido's reputation for fresh seafood, dairy products, and regional dishes like soup curry only adds to its appeal. It's the kind of destination that offers both adventure and calm, making it a favorite among domestic and international travelers alike.
In all that heaping praise for Hokkaido, it's important to remember that lower rankings don't necessarily mean a place lacks appeal. Residents of Tokyo or Kanagawa, for example, may not rate nearby prefectures highly, not out of dislike, but because they rarely visit them.
The JapanTravel team are firm believers that every prefecture has something fantastic to offer, and a quick look at the bottom three prefectures on the list reveals their quiet appeal. For instance, Saga is known for its premium beef, pottery traditions, and the Ariake Sea's tidal flats. Ibaraki offers gardens, lakes, and hiking trails that locals treasure, and Saitama, often overshadowed by Tokyo, has riverside parks and a thriving coffee culture. It's a good reminder that beauty (or attractiveness, in this case!) is in the eye of the beholder.
