Japan, Italy, Buenos Aires, Istanbul, and Albania were the big winners of the night. Dubrovnik received a special award for its leadership in addressing the global challenge of overtourism.
After 208,000 of Wanderlust readers cast 4.8 million votes, they revealed the winners of the Wanderlust Reader Travel Awards 2025, in partnership with Visit Oman.
Now in its 24th edition, the glitzy event took place at London’s National Gallery. It brought together hundreds of leaders in the travel industry on 5 November.
The ceremony was hosted by presenter, author and adventurer Simon Reeve. He most recently appeared on British TV screens in Scandinavia with Simon Reeve in May. The ceremony honored destinations, tour operators and airlines across 22 categories.
The results
Japan reclaimed the top gong as Most Desirable Country (World). It took the title for the first time in more than a decade. Wanderlust Editor-in-Chief George Kipouros commented, “Japan continues to enchant travelers. It captivates not only through the well-known icons of Tokyo and Kyoto. It also enchants through the quieter corners that reveal its soul. Travelers are exploring the remote islands of Okinawa and the craft villages of Kanazawa. They are visiting the mountain sanctuaries of Nagano and the food scene of Fukuoka. Through these experiences, they are discovering a deeper, more authentic Japan.”
Italy retained its crown as Most Desirable Country (Europe), reaffirming its timeless allure. Kipouros commented: “Italy’s blend of breathtaking landscapes is striking. Its rich culinary traditions entice visitors. These unforgettable cultural experiences make it a perennial favorite among our readers.”
In the Most Desirable City (World) category, Buenos Aires took the coveted Gold award for the first time. The win marks a significant moment for the Argentine capital, celebrated for its music, cafe culture and resurgent creative scene.
The Most Desirable City (Europe) Gold award went to Istanbul, which took home the Silver award in 2024. The readers highlighted its intoxicating blend of history. They appreciated its modernity. They noted its skyline of domes and minarets. They also admired the city’s emerging art and dining scenes.
Dubrovnik moved up to Silver. The cinematic charm of the city’s Old Town is matched by its new steps towards sustainable tourism. Madrid took Bronze. It’s loved for its museums, nightlife, and sense of community.
Dubrovnik was also presented with a Special Award for its initiatives to manage tourism responsibly. The Croatian city was once a symbol of overtourism. It has introduced smart visitor management systems. These include cruise passenger caps and efforts to disperse travelers beyond its medieval core. This sets an example for heritage cities worldwide.
George Kipouros added, “Dubrovnik has become a global example of how destinations can evolve from the challenges of overtourism. By embracing smart management, sustainability, and community engagement, the city shows that its heritage can thrive. Its residents can prosper alongside a healthy tourism economy. This award recognizes not just the city’s tourism leadership, but its courage to change.”
The Most Desirable Emerging Destination award highlights under-the-radar countries ready to shine. It went to Albania. It took home the Silver award last year.
You can find the full list of results here.
