One of the most important surveys has been completed by readers of Wanderlust magazine, revealing the most desirable destinations worldwide. Have a meander through the destinations that could well feature in your future travels.
This year’s awards drew engagement from more than 200,000 readers of the UK-based independent travel magazine, who cast 4.8 million votes across 22 categories.
Most Desirable Country (World)
Japan took top spot for the first time in more than a decade. The magazine said: “While Tokyo and Kyoto continue to appeal to visitors, travellers are now venturing to the wild coastlines of Shikoku, visiting the craftspeople of Kanazawa and exploring the remote islands of Okinawa, where the country’s soul feels most present. Japan’s mix of innovation, precision and tradition continues to draw people back.” Among the runners-up were Costa Rica, Canada, and Peru.
Most Desirable City (World)
Buenos Aires, the Argentine capital, took the title for the first time. Wanderlust commented: “Our readers highlighted the creative energy of the city’s neighbourhoods, the revival of its tango halls and the growing scene of young chefs redefining what Argentine cuisine can be.” Other top choices were Tokyo, Sydney, Cape Town, Singapore, Marrakech, and Quito.
Most Desirable Region (World)
Canada’s Alberta has shot to the top of this category due to its unique blend of nature, culture and conservation. The magazine said: “Our readers continue to appreciate the majesty of the Rockies, but they also talk about gaining a deeper understanding of the land by exploring it with Indigenous guides. Following the devastating wildfires of recent years, they particularly noted how the province’s parks and communities are protecting their wildlife and heritage with care.”
Notable among the top ten were Queensland, California, Hokkaido, Abu Dhabi, and Sarawak
Most Desirable Island (World)
The Galápagos Islands, a long-time readers’ favourite, remain the benchmark for meaningful travel. Wanderlust said: “As part of a fragile ecosystem, conservation is an inseparable part of all visits to these remarkable islands, and our readers were moved not only by experiences such as watching giant tortoises wander freely and snorkelling among sea lions, but by the knowledgeable local guides, who share not just facts but their philosophy of respect.” Other notable choices were The Bahamas, Taiwan, Tasmania, Puerto Rico, Bermuda and Sri Lanka.
Most Desirable Emerging Destination
Albania claimed the award, with Wanderlust commenting: “Albania appeals to our readers for myriad reasons, ranging from the country’s mountain trails and Ottoman towns to the Adriatic coastline. But the biggest reason our readers return time and again is the sincerity of the welcome they receive from locals.”
On the European front, the Most Desirable Country was Italy, while the Most Desirable City was İstanbul. The magazine reflected: “This Turkish city was propelled to Gold this year thanks to its East-meets-West magnetism. İstanbul blends history with modernity, from its skyline of domes and minarets to its emerging art and dining scenes. Particular highlights for readers included crossing the Bosphorus at sunset, savouring dishes that blend centuries of influence, and wandering between churches, mosques and modern art galleries in the same afternoon.”
The following countries came top as the most desirable destinations in their chosen categories:
Australia: Adventure
Germany: Sustainability
Greece: Culture & Heritage
South Africa: Nature & Wildlife
Spain: Gastronomy
Normandy: European region
Ireland: European island
There were also awards for the best tour operators, while readers voted Singapore Airlines as the top airline followed by Emirates and Qatar Airways.
There was also a special award from Wanderlust to the Croatian coastal city of Dubrovnik for initiatives to manage tourism responsibly. The magazine said the award reflected the city’s “efforts to reshape its tourism story. Once a symbol of overtourism, the city has worked to restore balance by capping visitor numbers within its historic walls, limiting cruise ship arrivals and tightening short-term rental rules.
“It has also begun buying back properties in the Old Town to help local families return, ensuring that Dubrovnik remains a living city rather than a backdrop.”
Andy Probert is a freelance journalist whose work about global travel news, aviation, business and human-interest features has appeared internationally in print and digital formats.
