Every year, millions of travelers share their opinions on the world’s most inspiring destinations, shaping a picture of where global wanderlust is headed next. The latest Wanderlust Reader Travel Awards – backed by over 4.8 million votes from 208,000 adventure seekers – reveal a clear shift toward places that combine nature, heritage, innovation, and meaningful cultural encounters.
The top 10 list for 2025 celebrates destinations that not only deliver unforgettable experiences but also reward those who explore beyond the obvious highlights. Below are the world’s most desirable countries for 2025 – the places travelers say stand out for beauty, hospitality, culture, and authenticity.
Top 10 Most Desirable Countries in the World
1. Japan
Japan returns to the top spot for the first time in more than ten years, reaffirming its reputation as one of the world’s most diverse and enriching destinations. Travelers continue to fall in love with its contrasts: the calm of ancient temples, the futuristic energy of neon-lit megacities, and the refined craftsmanship found in towns such as Kanazawa. Many also highlighted the wild coastlines of Shikoku and the remote islands of Okinawa, where Japan’s traditions feel especially pure. Its blend of innovation, precision, and deep-rooted culture makes every visit feel layered and memorable.
2. Costa Rica
Costa Rica ranks highly thanks to its unmatched biodiversity and long-standing commitment to sustainability. Travelers are drawn to its rainforest lodges, volcano hikes, and wildlife encounters – from colourful birds to sloths and sea turtles. The country’s pura vida philosophy continues to resonate strongly with visitors seeking a more mindful, eco-focused escape.
3. Canada
Canada’s vast wilderness, glacier-carved landscapes, and multicultural cities make it a universal favorite. From the Rockies to the coastal rainforests, the country offers endless opportunities for outdoor exploration. Many travelers also pointed to Indigenous-led experiences that add deeper cultural understanding to their journeys.
4. Australia
Australia remains a magnet for adventure, featuring rugged coastlines, cosmopolitan cities, and iconic natural wonders. Whether exploring rainforests, diving the Great Barrier Reef, or experiencing its evolving food scene, travelers value Australia’s vibrant mix of nature and culture.
5. Peru
Peru’s appeal goes far beyond Machu Picchu. From the Sacred Valley’s traditions to the Amazon’s biodiversity and Lima’s rising culinary influence, the country offers a profound connection to both ancient heritage and modern creativity.
6. South Africa
South Africa shines for its wildlife, dramatic coastlines, and cultural richness. Travelers highlighted the contrast between safari adventures, dynamic urban areas like Cape Town, and the warmth of the country’s hospitality.
7. United States
The U.S. remains a top choice for its enormous diversity – national parks, road-trip routes, iconic cities, and cultural landmarks. Visitors appreciate how dramatically different each region can be.
8. New Zealand
Known for cinematic landscapes and world-class outdoor activities, New Zealand continues to captivate travelers seeking pristine nature and adventure-friendly terrain.
9. Brazil
Brazil draws visitors with its infectious energy, rainforest ecosystems, and colourful coastal cities. Its mix of nature, music, and cultural vibrancy keeps it firmly on global travel wishlists.
10. Ecuador
Ecuador’s compact size hides astonishing variety – Andean peaks, cloud forests, Indigenous markets, and wildlife-rich Amazon regions. Its crown jewel, the Galápagos Islands, remains one of the world’s most meaningful and conservation-focused travel experiences.
The 2025 Wanderlust Awards reveal a clear trend: travelers are increasingly seeking destinations that offer depth, authenticity, and a strong sense of place.
Whether it’s Japan’s blend of innovation and centuries-old tradition, Costa Rica’s unmatched biodiversity, or Canada’s vast wilderness, the world’s most desirable countries stand out not just for their beauty, but for the experiences that stay with visitors long after they return home.
These top-ranked nations continue to inspire, surprise, and reward curiosity – proving once again that the joy of travel lies in exploration, connection, and discovering the stories that shape each corner of our planet.
