The results

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.

Silver

Malta

Bronze

The Greek Islands

4. The Croatian Islands

5. The Balearic Islands

6. Madeira

7. Corsica

8. The Canary Islands

9. The Scottish Islands

10. Sicily

Gold Award

Most Desirable Emerging Destination

Albania

Climbing from Silver to Gold this year, Albania appeals to our readers for myriad reasons, ranging from the country’s mountain trails and Ottoman towns to the Adriatic coastline. But the biggest reason our readers return time and again is the sincerity of the welcome they receive from locals, who are proud to share their heritage while protecting the nation’s landscapes.

Silver