A survey of 31,666 people ranked Kyoto and Okinawa second and third, while Saga came last. Hokkaido also claimed the top three spots among municipalities.
Shimaenaga (long-tailed tit) perched on a branch in Tomakomai, Hokkaido. (©Sankei/Kazuya Kamogawa)
A Tokyo-based research institute released its 2026 ranking of Japan's most attractive prefectures on the 3rd. Hokkaido ranked first among Japan's 47 prefectures for the 18th consecutive year, maintaining the top spot since the survey began in 2009.
Kyoto and Okinawa ranked second and third, respectively, unchanged from last year. Saga fell to last place, dropping from 45th.
The online survey was conducted by the Brand Research Institute from June to July and evaluated 91 factors, including respondents' familiarity with each prefecture. A total of 31,666 men and women in their 20s to 70s participated.
Hokkaido Maintains Its Appeal
Hokkaido scored particularly well in categories such as "desire to visit," highlighting its enduring appeal as a travel destination.
Nagasaki climbed three places to eighth, partly boosted by major events such as music festivals held in the prefecture. Osaka, which hosted Expo 2025 Osaka, Kansai, rose two places to sixth.
Saitama, which ranked last in the previous survey, improved to 44th, while Ibaraki remained at 46th.
In a separate ranking of 1,000 cities, towns and villages, Hokkaido municipalities claimed all three top spots. Sapporo ranked first, followed by Hakodate and Otaru.
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(Read the article in Japanese.)
Author: The Sankei Shimbun