After more than 4.8 million votes were cast by 208,000 passionate, globetrotting readers, the results for the 24th Wanderlust Reader Travel Awards are now in.
Destinations, tour operators and travel brands have been recognised across 22 categories, including the most desirable countries, cities, islands and regions in Europe and around the rest of the world. Read on to discover if your favourites have been victorious…
Gold Award
Most Desirable Country (World)
Japan
For the first time in more than a decade, Japan has reclaimed the title of ‘Most Desirable Country (World)’.
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. It rewards those who travel with curiosity beyond its known highlights and leaves an impression that lasts long after they return home.
Silver
Costa Rica
Bronze
Canada
4. Australia
5. Peru
6. South Africa
7. USA
8. New Zealand
9. Brazil
10. Ecuador
Gold Award
Most Desirable Country (Europe)
Italy
Having retained its crown as the ‘Most Desirable Country’ in Europe, Italy continues to draw admiration for its timeless allure. Some readers praised its art and architecture, others focused on the cuisine and warmth of its people.
Beyond the icons of Rome and Florence, there’s plenty to discover, from the coastlines of Puglia to the vineyards of Piedmont.
Silver
Croatia
Bronze
Spain
4. France
5. Greece
6. Türkiye
7. Germany
8. Austria
9. Portugal
10. Czechia
Gold Award
Most Desirable City (World)
Buenos Aires
Taking the title of ‘Most Desirable City (World)’ for the first time, this win for Buenos Aires is a significant moment for the Argentine capital.
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.
Silver
Tokyo
Bronze
Sydney
4. Cape Town
5. Vancouver
6. Singapore
7. Marrakech
8. Rio de Janeiro
9. Quito
10. Hong Kong
Gold Award
Most Desirable City (Europe)
İstanbul
Having taken home Silver at the 2024 Reader Travel Awards, 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.
Silver
Dubrovnik
Bronze
Madrid
4. Bordeaux
5. Copenhagen
6. Vienna
7. Tbilisi
8. Lisbon
9. Ljubljana
10. Athens
Gold Award
Most Desirable Region (World)
Alberta
Canada’s Alberta has shot to the top of this category due to its unique blend of nature, culture and conservation. 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.
Silver
Queensland
Bronze
California
4. British Columbia
5. The American South
6. South Australia
7. Hokkaido
8. Abu Dhabi
9. Florida
10. Sarawak
Gold Award
Most Desirable Region (Europe)
Normandy
Already set to be in the spotlight next year, thanks to the unprecedented exhibition of the Bayeux Tapestry at London’s British Museum, this historic part of northern France was named the ‘Most Desirable Region in Europe’.
Our readers described walking its windswept beaches, visiting family-run cider farms and standing in places where history still feels unmistakably present.
Silver
Austrian Alps
Bronze
Azores
4. Catalonia
5. Nouvelle-Aquitaine
6. Andalucía
7. Dubrovnik-Neretva County
8. Istria/Istra
9. Lombardy
10. Scottish Highlands
Gold Award
Most Desirable Island (World)
The Galápagos Islands
A long-time favourite with Wanderlust readers, Ecuador’s Galápagos Islands remain the benchmark for meaningful travel.
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.
Silver
The Bahamas
Bronze
The Maldives
4. Taiwan
5. Tasmania
6. Puerto Rico
7. Palawan
8. Bermuda
9. Sri Lanka
10. Nassau & Paradise Island
Gold Award
Most Desirable Island/s (Europe)
Ireland
Ireland reclaimed the title of ‘Most Desirable Island/s’ thanks to what our readers call its spirit of connection. Ireland’s natural beauty is undeniable, and its wild coastlines invite reflection, but what keeps people coming back time and again is the warmth in every encounter that you’ll find here.
Most Desirable Destination for Adventure
Gold Award
Australia
Silver
Costa Rica
Bronze
New Zealand
4. Peru
5. USA
6. Chile
7. Oman
8. The Philippines
9. Colombia
10. Saudi Arabia
Most Desirable Destination for Sustainability
Gold Award
Germany
Silver
Bronze
4. France
5. Sweden
6. Spain
7. Denmark
8. Oman
9. Estonia
10. New Zealand
Most Desirable Destination for Culture & Heritage
Gold Award
Greece
Silver
France
Bronze
Germany
4. Japan
5. Italy
6. Saudi Arabia
7. Peru
8. Oman
9. India
10. Türkiye
Most Desirable Destination for Nature & Wildlife
Gold Award
South Africa
Silver
Brazil
Bronze
Colombia
4. Australia
5. Ecuador
6. Malaysia
7. Canada
8. Costa Rica
9. The Philippines
10. Kenya
Most Desirable Destination for Gastronomy
Gold Award
Spain
Silver
France
Bronze
Italy
4. Japan
5. South Korea
6. Mexico
7. Greece
8. Thailand
9. Wales
10. Türkiye
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