Japan’s popularity as a travel destination has skyrocketed in recent years, exceeding pre-COVID levels and appealing to visitors in various ways, from food and culture to nature and shopping. The travel gurus at Lonely Planet released their top 10 destinations for 2025 recently, and while some additions may come as no surprise, others are more off-the-beaten-path suggestions that are still growing in popularity.
The "big three"—Tokyo, Kyoto, and Osaka
The big three of Tokyo, Kyoto, and Osaka were featured on the top 10 list, with Tokyo lauded for its contemporary culture, Kyoto praised for all things traditional, and Osaka mentioned as a hub for street food and nightlife. These ever-popular cities have plenty to offer, but they are also some of the most tourist-traveled destinations across Japan. The other entries on Lonely Planet's list included some lesser-known gems that are rising in popularity but still fly under the radar.
Naoshima
With the Setouchi Triennale taking place this year, there is no better time to check out Naoshima, also known as Japan's Art Island. There are numerous museums and open-air sculptures to check out, and beyond the art scene visitors can enjoy scenic coastal views, quiet beaches, and a laid-back island atmosphere.
Mount Fuji
Whether you're up for the challenge of climbing it, or you'd prefer to appreciate its beauty from a distance, Mount Fuji has some magnetic appeal. If you're planning a trek, be sure to check out our helpful guide here, and if you'd prefer to see it from a scenic vantage point, consider places like Lake Kawaguchi (pictured below), Chureito Pagoda, or Fuji-Q Highland. Keep in mind that the mountain can be elusive, though—the winter months are typically the clearest.
Hiroshima
A prefecture marked by its resilience, Hiroshima has plenty to offer alongside the Atomic Bomb Dome and Peace Memorial Museum—emotional places to visit, but important ones, too. This part of Japan is also home to the iconic Itsukushima Shrine with its torii gate in the water, and an impressive foodie culture. The okonomiyaki (savory pancake) in this region is a must-try!
Yakushima
Not everyone is a big city person, and if that's the case for you then Yakushima might be a place to consider. The island is known for its ancient cedar forests, some of which are thousands of years old. The island’s most famous tree is Jomon Sugi, and it's estimated to be somewhere between 2,000 and 7,200 years of age.
Koyasan
Koyasan, or Mount Koya, is one of Japan’s most important spiritual sites. Located in Wakayama Prefecture, it is home to over 100 temples, many offering overnight stays where visitors can experience temple life, vegetarian monk cuisine, and morning prayers. Japan’s largest cemetery, Okunoin, is also located here, and is said to be the resting place of iKobo Daishi, the founder of Shingon Buddhism.
Okinawa and the Southwest Islands
If you're dreaming of a tropical island getaway, consider Okinawa. There are plenty of great reasons to visit this part of Japan, from crystal clear beaches to delicious, unique cuisine—and a new theme park, Junglia, also opens there in late July.
Kamikochi
Kamikochi in Nagano is a breathtaking alpine valley, and it's especially popular in summer when the lush greenery and cool mountain air offer some respite from the season's heat and humidity. If you appreciate hiking or camping, it's also a great destination for those two pursuits.
