The Japan National Tourism Organization (JNTO) has achieved the title of top destination worldwide in Condé Nast Traveler's 2023 Reader's Choice Awards. Garnering an overall rating of 92.43, Japan finished just ahead of Italy (91.43), Greece (91.16), and Ireland (90.75), claiming the top spot on a list otherwise dominated by European destinations.
Expressing gratitude for the accolade, Ken Toyoda, Executive Director of JNTO Toronto, stated, "We are so appreciative of so many Canadian travellers who are coming to Japan this year. We are honoured to receive this award from Condé Nast, and heartened that so many people are discovering or rediscovering the beauty of Japan and recommending it to others."
He continued, "The current Japanese tourism experience offers travellers a diverse range of dynamic regions with rich and unique traditions that enhance the special qualities of each. We believe there is something to appeal to every kind of traveller."
The Reader's Choice Awards are voted on annually by the readership of Condé Nast, with the total votes often exceeding five hundred thousand.
JNTO said the recognition coincides with a period of growth and recovery in Japan's tourism industry, rebounding from the impact of the COVID-19 pandemic.
Arrival numbers from Canada have surpassed pre-pandemic 2019 levels, and overall, North America is projected to close the gap by early 2024. As Open Jaw reported on 15NOV, WestJet is increasing frequencies for international routes, adding daily exclusive service to Japan. Air Canada has announced it is strategically boosting its Asia-Pacific network capacity from mid-December to the end of next summer, 2024.
Open Jaw reported that Air Canada saw capacity to Japan increase by 96% this winter compared to last year. "Next spring, seasonal Osaka flights resume earlier and larger aircraft will operate to Narita and Seoul," said Mark Galardo, Executive Vice President, Revenue and Network Planning at Air Canada.
In SEP 2023, Princess Cruises unveiled its 2025 Japan cruise season in response to the high demand for cruises to the destination.
In OCT 2023, Norwegian Cruise Line (NCL) launched its six-month season in Asia with the Norwegian Jewel setting sail from Tokyo, Japan. The Norwegian Jewel is leading the fleet's return to Asia - after a three-year hiatus - offering sixteen routes in eleven nations, touching ports such as Bangkok, Kuala Lumpur, Singapore, Taipei, Bali, Tokyo, and Yokohama, as reported by Open Jaw.
Scenic Group has also announced new bookings for the 2024 - 2025 ocean sailing season with itineraries in Japan.
According to JNTO, luxury and general market bookings are seeing a significant uptick. Much of this resurgence is fueled by demand from North America, where bookings are projected to surge by over 100% in the next six months. A shift in the national attitude towards tourism in Japan is partly credited as a contributing factor to the swell of visitors.
The award reflects Japan's efforts to diversify and refine its tourism product. While many visitors are familiar with Japan, Kyoto, and Nara, there is a growing emphasis on sustainable experiences in rural areas.
"Mountain temples, traditional farms, and secluded Onsen are enticing travellers to explore the lesser known aspects of Japan, away from the bright lights of major cities," JNTO stated in a release.
"While Tokyo remains a top destination, an increasing number of travellers are utilizing the rail system to discover new facets of Japan - and falling in love with the destination all over again."
More information on JNTO's website.
