Niigata Prefecture named as top travel destination for 2027 by National Geographic

Niigata Prefecture has been selected as the only location in Japan to be included in National Geographic’s list of ‘25 Places to Visit in 2027’.

The American travel media outlet praised the region, stating that the slow passage of time in the snow country “leads you to a world that is almost magical.” Key factors contributing to the selection include the Echigo-Tsumari Art Triennale and the region’s unique fermentation culture, which includes products such as sake and miso.

Governor Hideyo Hanazumi expressed optimism regarding the recognition, noting that the prefecture aims to leverage this global exposure to further expand inbound tourism. In 2025, Niigata saw a record high of over 800,000 international overnight guests.