Unveiling Japan’s best sustainable travel with Japan Travel Awards 2025

The Japan Travel Awards are back this year, spotlighting 11 outstanding winners chosen from 196 entries submitted nationwide. Now in its fourth year, the Awards celebrate travel destinations and operators in Japan that stand out for their focus on diversity, inclusion, sustainability, and exceptional hospitality. This year’s winners were spread across six categories, with four Special Recognition Awards and one Top Prize (Grand Prix) also being handed out.

Here’s the list of winners:

• GRAND PRIX: KURABITO STAY (Saku, Nagano Prefecture)
• BEST ACCESSIBLE TRAVEL: Barrier-Free Outdoor Support “wildwater” (Otsu, Shiga Prefecture)
• BEST LGBTQ+ TRAVEL: Ace Hotel Kyoto (Kyoto, Kyoto Prefecture)
• BEST SUSTAINABLE TRAVEL: Natural Indigo Dye Studio AiAii (Sumoto, Hyogo Prefecture)
• BEST INBOUND TRAVEL: SAMURAI TRIP – Kendo Experience Tour (Ota City, Tokyo)
• BEST FAMILY TRAVEL: Iganosato Mokumoku Tezukuri Farm (Iga, Mie Prefecture)
• BEST DESTINATION DEVELOPMENT: HAKKO HOUSE Nagaoka (Nagaoka, Niigata Prefecture)
• BEST ACCOMMODATION: Hakone Honbako (Hakone, Kanagawa Prefecture)
• BEST SOCIAL IMPACT AWARD: ume, yamazoe (Yamazoe, Nara Prefecture)
• BEST LUXURY EXPERIENCE: Treeful Treehouse Sustainable Resort (Nago, Okinawa Prefecture)
• BEST CULTURAL TRAVEL: Templestay ZENSO (Chiyoda, Gunma Prefecture)

The top honour, the GRAND PRIX, was awarded to KURABITO STAY for its outstanding commitment to promoting diversity and sustainability for all domestic and international visitors. KURABITO STAY offers guests the chance to immerse themselves in Japanese culture by becoming a “kurabito” (sake brewer) for a day. This experience was born from a partnership between the 300-year-old Kitsukura Sake Brewery and KURABITO STAY, and showcases slow, immersive travel while championing community development, women’s empowerment, and the preservation of traditional industries.

One of the most wonderful aspects of the Japan Travel Awards is its emphasis on diversity, which makes categories like BEST ACCESSIBLE TRAVEL and BEST LGBTQ+ TRAVEL particularly noteworthy each year.

Barrier-Free Outdoor Support “wildwater” from Shiga Prefecture, took home the BEST ACCESSIBLE TRAVEL award. This organisation excels at creating inclusive outdoor experiences for people with physical disabilities. Using adaptive equipment like harnesses, they enable wheelchair users to enjoy activities such as stand-up paddleboarding, kayaking, canoeing, and fishing, ensuring that everyone can access the joys of lake adventures.

The BEST LGBTQ+ TRAVEL award was given to Ace Hotel Kyoto, recognised for its commitment to providing a welcoming and vibrant space for LGBTQ+ travellers. The hotel’s inclusive philosophy is reflected in its events, collaborations, and campaigns that celebrate diversity. Ace Hotel Kyoto frequently hosts events like the FancyHIM fashion party from Tokyo, the first LGBTQ+ awareness event of its kind in Kyoto, creating a safe and fun environment for all guests.

Shiitake Creative, the organiser of the Japan Travel Awards, remains dedicated to fostering diversity and inclusion in Japan’s travel industry,promoting sustainable tourism. The winners will be honoured at the Japan Travel Award Ceremony next month on February 12, at the Tokyo American Club in Tokyo. Be sure to check out the rest of the winners on the Finalists page too!