Japan has picked up some exciting international recognition this year, with four rural destinations named among the Best Tourism Villages 2025 by UN Tourism. The global program highlights villages that are using tourism to protect culture, support local communities, and build sustainable futures. Out of more than 270 applications from 65 countries, just 52 villages worldwide made the final list.
The award looks at everything from cultural heritage and environmental protection to economic sustainability, infrastructure, visitor safety, and community involvement. In short, these villages are being recognized not just for being beautiful, but for doing tourism the right way.
Japan's four winners offer very different but equally appealing travel experiences. Asuka in Nara Prefecture is often called the birthplace of Japanese civilization, and is filled with ancient tombs, temples, and quiet countryside scenery. It's an easy side trip from Osaka or Kyoto, and perfect for travelers who love history without the crowds.
Up in Wakayama, Koyasan continues to draw visitors with its mountain air, atmospheric cemeteries, and deep connections to Buddhist tradition. Staying overnight at a temple here remains one of the most memorable cultural experiences in Japan.
In the Seto Inland Sea, Shodoshima and neighboring Tonosho were both recognized. The island is known for its olive groves, coastal views, and relaxed pace, providing a refreshing contrast to Japan's big cities.
For inbound travelers looking to go beyond the "big three" of Tokyo, Kyoto, and Osaka, these award-winning villages offer a chance to experience a slower, more community-focused side of Japan. With growing global attention on sustainable travel, now might be the perfect time to add one or more of these rural gems to your Japan itinerary.
