The "Ranking of Charms of Japan's Prefectures" is a much-discussed topic each year, and many people eagerly anticipate the release of this information.
The "2024 Ranking of the Charms of Prefectures" was announced on October 13. What happened in this ranking, which draws attention both for the battle at the top and the competition at the bottom? Let us bring you the detailed information.
This survey was conducted by the ブランド総合研究所 (Brand Research Institute). It targeted 1,047 regions across Japan's 1,000 cities and 47 prefectures, collecting valid responses from 34,813 consumers nationwide (*). This marks the 19th time since the survey began in 2006.
Hokkaido Secures First Place for 16 Consecutive Years, Major Changes in the Ranking
First, let's take a look at the top-ranked prefectures.
The most attractive prefecture in 2024 is Hokkaido, with a score of 70.8. Although this is a slight decrease from last year’s 72.4, it has maintained the top spot for 16 consecutive years since the survey began in 2009.
Next is Kyoto Prefecture, which also held second place for 16 straight years (55.6 points). In third place is Okinawa Prefecture (49.8 points), followed by Tokyo (48.3 points) in fourth, and Kanagawa Prefecture (42.6 points), rising from seventh place last year, in fifth.
On the other hand, Ishikawa Prefecture, which suffered significant damage in the Noto Peninsula earthquake on New Year's Day 2024, fell from 9th place last year to 10th (33.9 points), although its score slightly improved from 33.4 to 33.9 points.
Despite the impact of the earthquake, Ishikawa’s recovery efforts and the perseverance of its residents have been highly praised, reaffirming its appeal. In recent years, the prefecture's attractiveness has gained widespread recognition through social media and other media outlets, which is believed to have influenced the ranking.
Battle for the Bottom: Ibaraki, Saga, and Saitama Prefectures
At the bottom of the 2024 rankings is Saga Prefecture, which was ranked 46th last year (14.9 points). In 46th place is Saitama Prefecture (15.2 points), and in 45th place is Ibaraki Prefecture, which was at the bottom last year (16.0 points), but has risen two spots this year.
Akiyo Tanaka, president of ブランド総合研究所, commented, "The average attractiveness score for the 47 prefectures rose from 27.2 last year to 28.0 this year. Even Saga Prefecture, at the bottom of the rankings, saw an increase from 13.8 to 14.9 points." There is no particularly negative impression. The overall scores of the top-ranked prefectures have declined, which suggests that the gap between the highest and lowest-ranked prefectures is narrowing.
Additionally, in one of the key factors for calculating attractiveness, "Willingness to Travel," Saitama Prefecture ranked lowest (28.1 points), 4.3 points below Ibaraki Prefecture in 46th place. Ibaraki’s score improved significantly from last year, rising from 28.3 to 32.4 points.
Incidentally, Ibaraki has held the last spot in "Travel Motivation" for 15 consecutive years, but for the first time, it rose to 46th place in this survey.
Ibaraki ranked second nationwide in terms of increased exposure on "Travel and Food TV Shows," and it ranked first nationwide for improving its image as a prefecture, gaining recognition as a "county with good design and taste." Notably, "Hitachi Seaside Park" has frequently appeared in the media, garnering strong support as an Instagram-worthy spot in line with current trends.
Nagano, Akita, and Fukui Prefectures Attract Attention: What is Driving the Surge in Tourism Interest?
Now, let's take a look at the notable prefectures whose rankings have significantly risen since last year.
First, Nagano Prefecture (34.9 points) rose from 13th place last year to 8th place, ranking first in Japan in the “City of Health Promotion and Medical Welfare” index, with its reputation for health and environmental consciousness continuing to grow.
“With the end of the COVID-19 pandemic and the rising demand for domestic travel, more people are seeking better destinations, especially after the end of discount travel coupons. Nagano's eco-friendly image has boosted its popularity, and it may continue to rise,” said President Tanaka.
Next is Akita Prefecture, which climbed from 27th place last year to 18th place (28.1 points). The percentage of respondents expressing a strong desire to visit rose 5.6 points, with those saying they “definitely want to go” increasing from 15.8% last year to 21.2%.
President Tanaka commented, "The gifting of an Akita dog to Russian figure skater Alina Zagitova gained media attention, leading to the Akita dog’s international popularity, firmly establishing the ‘Akita Dog’ image.”
Additionally, Fukui Prefecture, which rose from 38th to 31st place (21.9 points), benefited from increased exposure due to the Hokuriku Shinkansen extension. Governor Ryuji Sugimoto of Fukui called it a "once-in-a-century opportunity," significantly enhancing the prefecture's appeal.
Moreover, the reopening of the Fukui Prefectural Dinosaur Museum in July 2023 has sparked a dinosaur boom, drawing large numbers of visitors. President Tanaka noted, “It wouldn't be surprising if Fukui’s ranking continues to climb, as its attractiveness is likely to grow further.”
The percentage of people who “definitely want to visit” Fukui rose from 15.9% last year to 18.2%, while those who said “I'd like to go if I have the chance” also increased from 39.3% to 41.7%. Around 60% of respondents expressed a desire to visit Fukui.
Local Governments Introduce New Tourism Menus, SNS-Driven Experience Spots Gain Popularity
The Japan Tourism Agency is stepping up its promotion of “experiential tourism” by offering support for unique content and activities.
New tourism menus that spotlight local attractions continue to emerge. Notably, inns and hotels are innovating, not just as simple accommodation facilities, but by focusing on breakfast options and providing unique hot spring experiences. For younger travelers, products and services that stand out on social media are increasing in value, thereby enhancing the appeal of tourism destinations.
Additionally, regions across Japan are promoting their themes to foreign tourists, and the number of “lively” spots is growing. One notable feature is how the increased exposure on SNS has greatly boosted the attractiveness of these areas.
2024 Complete Prefecture Charms Ranking List
