Japan Takes the Spotlight at ULTRAs 2025: Boosting Tourism with Global Recognition

Published on November 25, 2025

Japan is continuing to solidify its position as a premier travel destination after receiving a significant boost at the ULTRAs 2025 awards ceremony held in Dubai on November 17. Named Favourite Holiday Country by millions of travellers worldwide, this recognition highlights Japan’s growing appeal in the luxury travel market. As the global tourism industry makes a strong recovery, Japan’s accolades set the stage for a new chapter in its tourism story, bringing in high-end travellers and boosting the economy.

The ULTRAs awards, organised by the Global Hotel Alliance (GHA) and its loyalty programme GHA DISCOVERY, brings together top players from the hospitality sector, ranging from hotels and airlines to destinations and cruise lines. With over 32 million votes cast by members of the GHA DISCOVERY programme and readers of Ultratravel magazine, the event honours excellence in global travel. This year, Japan’s recognition as Favourite Holiday Country stood out, reflecting the country’s successful strategies in attracting international visitors and showcasing its diverse cultural offerings.

Japan’s rise in popularity is further proven by the recent data from the Japan National Tourism Organization (JNTO), which reports that the country welcomed 31.65 million international visitors between January and September 2025. This marks a significant recovery for Japan’s tourism industry, which was heavily impacted by the pandemic. Government initiatives, including the “Tourism Nation Promotion” strategy, have played a vital role in increasing the number of inbound tourists. By targeting high-spending travellers and promoting destinations beyond the major urban centres, Japan is positioning itself as a year-round, luxury destination.

This prestigious award is expected to have a ripple effect on tourism in Japan. Local governments and tourism bodies are already preparing to capitalize on this recognition. According to the Japan Tourism Agency (JTA), the goal is to increase spending per visitor and encourage longer stays. With the ULTRAs accolade, the country has a unique opportunity to showcase its diverse regions, from the tranquil beauty of Hokkaido to the ancient temples of Kyoto and the dynamic modernity of Tokyo.

The recognition of Japan at the ULTRAs event also highlights the shift in the global travel industry towards more personalized, high-end travel experiences. As luxury travellers seek unique and authentic experiences, Japan’s cultural heritage, world-class hospitality, and diverse landscapes make it an ideal destination. For example, tourists are now more likely to choose boutique hotels, traditional ryokan (Japanese inns), and resort experiences that offer a blend of modern comfort with Japanese tradition.

While Japan’s award as Favourite Holiday Country is certainly a win for the tourism industry, the impact of the ULTRAs recognition extends beyond just an accolade. It serves as a reminder of how the global tourism landscape is evolving and how countries must continue to innovate and adapt to the needs of modern travellers. With its seamless blend of cultural experiences, cutting-edge technology, and top-tier accommodations, Japan is well-positioned to meet the increasing demand for high-end travel.

Moreover, Japan’s tourism recovery is not just about attracting foreign visitors. Domestic tourism also plays a critical role in the country’s economic recovery. With Japan’s cities and rural areas becoming more accessible to international tourists, this growing interest in inbound tourism is expected to further benefit local economies across the nation. Additionally, the government’s ongoing investment in infrastructure, including improving transportation networks and enhancing destination marketing efforts, is crucial in ensuring that Japan remains competitive in the global tourism market.

Looking ahead, Japan is preparing to build on its current momentum, with the hope that this recognition at the ULTRAs awards will be just the beginning of even greater things to come. The Japanese government, along with the private sector, is working tirelessly to offer exceptional experiences for travellers. As international tourists look for immersive and luxurious holidays, Japan is poised to offer unforgettable journeys, from exploring its picturesque countryside to experiencing the hustle and bustle of its vibrant cities.

Japan’s success at the ULTRAs 2025 is a triumph not only for its tourism industry but for its broader economy. The award signals a bright future for Japan as a top global destination, particularly as more travellers seek out authentic and luxurious experiences. For those eager to explore the wonders of Japan, now is the perfect time to plan a visit. From historical landmarks to cutting-edge technology, the country has something extraordinary for every traveller. With the ULTRAs recognition, Japan’s tourism industry is set to flourish, offering unforgettable experiences that will attract visitors from across the globe.