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Industry updates

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Tourism & inbound1 min read

Japan voted No.1 touring and adventure destination by UK travel trade readers, first since 2024

Japan was named first in the "Star Touring & Adventure Destination" category of STAR AWARDS 2026, a reader vote run by the UK travel trade magazine Travel Bulletin. It is Japan's first win in this category since 2024. The awards ceremony took place in London on October 27, 2026.

Key points

  1. Japan ranked first in the Star Touring & Adventure Destination category of Travel Bulletin's STAR AWARDS 2026
  2. This is Japan's first No.1 in the category since 2024
  3. The ceremony was held on Tuesday, October 27, 2026 at the Sheraton Grand London Park Lane

Background

Travel Bulletin, founded in 1975, is a UK trade publication whose readers are mainly travel agents, consultants and executives. STAR AWARDS recognise destinations, agencies and tour operators through votes by these readers.

JNTO's announcement does not give vote counts or the other nominees, so it is not possible to tell from it how much this result will translate into actual visitor numbers.

What it means for shops

The result shows how UK travel professionals rate Japan for touring and adventure trips, which may help when tour products are designed and pitched for the UK market. Lodging, dining, experience and retail businesses that host European visitors may want to review how they present themselves.

What shops should do

  1. Keep English information on your shop or experience (hours, menu, prices, how to book) up to date for visitors from the UK and other Western markets

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Original releaseJNTO（日本政府観光局）jnto.go.jp ↗

Summaries are written by Seiichi Studio based on the original releases. Always check the source for the exact details.

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