17 August 2022
Mizuki Uchiyama
For many travelers, Japan’s top destinations often bring to mind the tropical beaches of Okinawa, the snowy landscapes of Hokkaido, or the timeless charm of Kyoto. Yet, a recent survey has crowned an unexpected prefecture as the country’s most satisfying travel destination—one that many international travelers may have overlooked.
The Unexpected Winner of Japan’s Travel Satisfaction Survey
Each year, Japan’s Jalan Research Center surveys thousands of travelers to determine the country’s most fulfilling travel experiences. The 2022 survey—based on 2021 travel data—produced a surprising result.
Topping the list, ahead of better-known tourist spots, was Wakayama Prefecture, a coastal region in western Japan. With a satisfaction rating of 91%, Wakayama edged out even Okinawa, Japan’s island paradise, which placed second.
Japan’s Top 10 Most Satisfying Destinations
Wakayama: A Destination That Has It All
Unlike destinations that rely on a single signature attraction, Wakayama captivates visitors with a well-rounded mix of nature, history, and adventure.
1. Pristine Beaches Without the Crowds
For those seeking a tropical beach escape, Wakayama offers an unexpected gem: Shirahama Beach. Known for its powdery white sand and clear waters, Shirahama rivals the beaches of Okinawa—without the heavy tourist traffic. The area is also home to Shirahama Onsen, one of Japan’s oldest hot spring resorts, with a history dating back more than 1,300 years.
2. A Spiritual Pilgrimage Through Japan’s Ancient Trails
For travelers in search of culture and history, Wakayama offers something truly unique: the Kumano Kodo pilgrimage route, a sacred path that has guided monks and emperors for over a millennium. Recognized as a UNESCO World Heritage site, these forested trails wind through the mountains, passing shrines and temples that have stood for centuries.
Nearby, Koyasan, the heart of Shingon Buddhism, offers a once-in-a-lifetime experience—the chance to stay overnight in a temple and witness traditional Buddhist rituals at dawn.
3. A Rare Wildlife Encounter: Japan’s Largest Panda Family
Perhaps Wakayama’s most unexpected attraction is Adventure World, a wildlife park that’s home to Japan’s largest panda family. With seven pandas, it offers the best chance to see these beloved animals outside China. While Tokyo’s Ueno Zoo draws large crowds for a fleeting glimpse of its pandas, Wakayama provides a more relaxed and immersive experience.
4. A Destination That Appeals to Every Traveler
Unlike destinations that cater to a specific demographic, Wakayama has something for everyone.
- Families are drawn to Adventure World and its panda exhibits.
- Outdoor enthusiasts enjoy hiking along the Kumano Kodo or exploring Wakayama’s dramatic coastline.
- History lovers appreciate the spiritual significance of Koyasan and the region’s ancient temples.
- Foodies indulge in the prefecture’s fresh seafood and traditional Japanese sweets.
This broad appeal is one reason why Wakayama’s satisfaction rating soared past 90%, making it Japan’s top travel destination.
Where to Find Japan’s Best Food? Head North.
While Wakayama claimed the top spot for overall travel satisfaction, Japan’s best food experiences were dominated by a different region: Hokuriku, in northern Japan.
When travelers were asked to rank the best regional cuisine, three prefectures in Japan’s north swept the top spots:
🥇 Fukui – Famous for its succulent snow crab
For seafood lovers, Fukui Prefecture is synonymous with winter delicacies, and nothing is more prized than its Echizen-gani, or Echizen snow crab. This highly sought-after variety of crab—often served in its purest form, either steamed or grilled—is considered one of the finest in Japan, known for its sweet, tender meat and rich umami flavor.
What sets Fukui’s snow crab apart is its strict quality control. Only crabs caught in specific waters off the Fukui coast can bear the prestigious Echizen-gani tag, making it a delicacy often reserved for special occasions. Visitors can enjoy it at traditional ryotei (Japanese fine dining) restaurants, where chefs prepare it in multiple ways—hotpot, sashimi, or grilled over charcoal.
Beyond seafood, Fukui is home to soba culture, with Echizen soba (buckwheat noodles)—served cold with grated daikon radish and a light dipping sauce—being a refreshing local specialty. A visit to Echizen Soba Village offers travelers a chance to taste soba freshly made from locally grown buckwheat and even try their hand at making it.
🥈 Ishikawa – Known for luxurious "Nodoguro" black-throat sea perch
Nestled along the Sea of Japan, Ishikawa Prefecture is renowned for its exquisite seafood and traditional craftsmanship, making it a dream destination for culinary travelers.
One of its most celebrated delicacies is Nodoguro (black-throat sea perch), a fish so rich and buttery that it’s called as the Wagyu beef of the sea. Highly prized in high-end sushi restaurants, Nodoguro is known for its delicate yet deeply flavorful meat, often served as sushi, grilled, or lightly seared for an extra layer of umami.
Kanazawa, the capital of Ishikawa, is a gastronomic treasure trove. Visitors can explore Omicho Market, a lively seafood market that has been supplying locals with fresh fish for over 300 years. Here, stalls serve up kaisendon (seafood rice bowls) overflowing with freshly sliced tuna, sweet shrimp, and sea urchin—an unmissable experience for any seafood enthusiast.
Ishikawa is also known for Kaga-ryori, a refined regional cuisine that highlights seasonal ingredients beautifully presented in lacquerware bowls. Many travelers seek out Kenroku-en Garden, one of Japan’s most famous landscape gardens, before heading to a kaiseki (multi-course) meal at a ryotei in the geisha district of Higashi Chaya, where gold-leaf-covered desserts and matcha add an elegant finish to a meal.
🥉 Toyama – Home to some of Japan’s finest yellowtail (buri)
Toyama Prefecture, facing one of Japan’s richest fishing grounds, is a paradise for seafood lovers. Its claim to fame is buri (yellowtail), a fish deeply embedded in local culture and regarded as a symbol of good fortune and prosperity.
Every winter, fatty, melt-in-your-mouth yellowtail migrate to the Toyama Bay, where the cold waters enhance their flavor and texture. These winter yellowtails, known as kanburi, are considered the finest of their kind in Japan. Served as sashimi, grilled, or in hearty hotpots, they’re a must-try for any traveler visiting the region during the colder months.
Another rare delicacy exclusive to Toyama is the bioluminescent firefly squid (hotaru-ika), which can only be enjoyed fresh only in spring. Toyama Bay is one of the few places in the world where these tiny squid are harvested at night, glowing in the dark waters before being served as sushi, tempura, or marinated in soy sauce. Travelers visiting in March and April can even take a night boat tour to witness the firefly squid illuminating the sea—a surreal natural phenomenon.
For those looking for a casual yet authentic meal, Toyama Black Ramen offers a uniquely rich and salty soy-based broth, a style that originated as an energy-packed meal for laborers and has since become a cult favorite among ramen lovers.
The Joy of Exploring Japan’s Lesser-Known Destinations
While destinations like Tokyo, Kyoto, and Osaka dominate many travelers’ itineraries, Japan is a country where the most unforgettable experiences often lie off the beaten path.
Wakayama’s sacred mountain trails, Hokuriku’s centuries-old seafood traditions, and the quiet coastal beauty of lesser-known regions offer a deeper, more immersive connection to Japan’s culture. From sharing a bowl of freshly caught kanburi yellowtail in Toyama to tracing the ancient footsteps of monks along the Kumano Kodo, these experiences invite travelers to slow down and savor Japan beyond the tourist hotspots.
For those willing to explore beyond the familiar, Japan reveals its richness not just in its landscapes, but in its traditions, flavors, and the quiet moments of discovery along the way.
