Key Notes
- Japan leads Virtuoso’s 2027 UK and Ireland international destination and solo travel rankings, with Tokyo first among cities.
- KAI Zao opened on October 15, while BunkLodge NEKOMA is scheduled to welcome guests from January 12, 2027.
- Hokkaido and Tohoku offer different winter bases, so compare transfers, mountain access and rate inclusions before booking.
Japan has overtaken Greece as the most requested international destination in Virtuoso’s 2027 United Kingdom and Ireland Luxe Report. Tokyo also leads the city rankings, while Japan takes first place for solo travel, giving the country a strong position among the luxury advisors surveyed.
For travelers considering a trip, the appeal extends well beyond Tokyo and Kyoto. Hoshino Resorts’ winter lineup offers another reason to look east: a recently opened hot spring ryokan in Zao, a new lodge coming to Fukushima and established Hokkaido resorts where skiing can sit alongside a more varied holiday.
What the Luxury Travel Rankings Show
Virtuoso’s advisor survey places Japan ahead of Italy, Greece, Thailand and France in the UK and Ireland international destination top five. Kyoto ranks third among cities, behind Tokyo and Paris.
These are findings about advisor expectations and client requests, rather than a count of international arrivals. The wider survey involved more than 3,100 advisors worldwide; that total should not be read as the size of the UK and Ireland sample alone.
The regional outlook is upbeat: 79% of advisors expect leisure demand to grow, and 76% anticipate higher spending per trip. Multigenerational holidays lead the travel trends, while value and safety remain important considerations.
Zao Adds a New Hot Spring Base
In Yamagata Prefecture, KAI Zao opened on October 15. Its distinctive 14-sided tower brings Hoshino’s contemporary ryokan approach to Zao Onsen, offering a mountain stay with hot spring bathing and regional dining at its center.
The property’s wellness area combines a sauna, cold plunge and relaxation spaces with a rooftop whirlpool bath. For a mixed group, that provides an alternative to spending every available hour skiing.
Zao’s wider attraction includes its juhyo, the ice-covered trees commonly known as snow monsters. Those formations depend on winter conditions. An autumn hotel opening does not mean the ski season or snow-monster viewing is already under way, so travelers should check mountain operations for their actual dates.
Hokkaido Combines Slopes With a Resort Stay
At Tomamu in central Hokkaido, the choice runs from lessons and family snow activities to designated terrain for experienced powder skiers. The resort also offers restaurants and indoor recreation, making it possible to plan days around different interests within one group.
RISONARE Tomamu takes the accommodation upmarket with suites of more than 100 square meters, each with a sauna and a whirlpool bath with a view. These are hotel facilities; guests should check whether lift tickets, lessons, rentals and transfers are included in the specific rate they choose.
We previously covered Hokkaido’s domestic appeal. A winter visit offers a different way to experience the island, but it also rewards realistic planning around weather, equipment and the journey from the airport.
Fukushima’s New Lodge Opens in January
BunkLodge NEKOMA is scheduled to open on January 12, 2027, at the foot of NEKOMA Mountain’s South Area in Fukushima. Its four- and six-person rooms, shared lounge, laundry and gear-tuning facilities suit friends who want to spend several days on the mountain.
The official listing gives a roughly 15-minute walk to the ski area, with ride-back access to the lodge. That distinction matters when comparing it with accommodation offering direct lift access. Rooms include a toilet and washbasin, while guests use the shared public bath.
Build the Trip Around the Experience
The strongest reason to combine a Japanese city break with mountain time is the change of pace. A few days of restaurants, museums and neighborhoods can lead into skiing, regional food and hot spring bathing without requiring everyone to follow an identical daily schedule.
Keep the geography manageable: Hokkaido, Fukushima and Yamagata are separate destinations, rather than neighboring stops on one resort circuit. Choose a mountain base first, check onward transport and ski operations, then build the city stay around it. Compare the complete trip cost, including flights, equipment and meals, before treating Japan as a cheaper alternative to the Alps.
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