Hokkaido ranks first in 2026 Japan prefecture attractiveness survey

The Brand Research Institute has released its 2026 ranking of prefecture attractiveness in Japan. Hokkaido secured the top position for the 18th consecutive year, driven by high scores in categories such as tourism desire. Kyoto and Okinawa maintained their rankings in second and third place, respectively.

Other notable movements in the ranking include Nagasaki, which rose to 8th place following large-scale music festivals, and Osaka, which climbed to 6th place. Niigata also saw an improvement, rising to 22nd place, partly attributed to the attention surrounding the Sado Island Gold Mine World Heritage site.

The survey was conducted online between June and July 2026, collecting responses from 31,666 individuals across various age groups. It evaluated 91 items, including recognition and perceived charm, to quantify the brand image of Japan's 47 prefectures.