More than 200,000 readers of the consumer travel title voted in the 24th annual Wanderlust Reader Travel Awards, with categories spanning favourite countries and cities, alongside operators and other suppliers of choice.
Japan was named Most Desirable Country (World) for the first time in more than a decade, with Costa Rica in second place and Canada in third.
Italy retained its crown as Most Desirable Country (Europe), while Albania was recognised as readers’ Most Desirable Emerging Destination, stepping up from silver position in 2024.
The winners were revealed by TV presenter Simon Reeve during a ceremony at the National Gallery in London’s Trafalgar Square, in partnership with Experience Oman and with TTG Media as trade media partner.
Destinations recognised by readers for particular styles of travel included Australia named Most Desirable Destination for Adventure; Greece for Culture & Heritage; Spain for Gastronomy; and South Africa for Nature & Wildlife.
Buenos Aires was named Most Desirable City (World) this year, with Istanbul named Most Desirable City (Europe).
Readers’ favourite tour operators for different styles of travel this year included Audley Travel for Culture & Heritage; Explore for Adventure; Exodus for Wildlife & Nature; Abercrombie & Kent for Specialist Touring and HX Hurtigruten Expeditions for Expedition Cruising.
Wanderlust editor-in-chief George Kipouros said: “For more than two decades, the Wanderlust Reader Travel Awards have reflected the unique voice of the Wanderlust traveller: discerning, passionate and endlessly curious. This year’s winners show that travel is evolving, thanks to a renewed sense of purpose, connection and respect for the places we love.”
The Croatian city of Dubrovnik was presented with a special award by the Wanderlust team, to recognise its bold stance on overtourism, including visitor management systems, cruise passenger caps and a strategy to disperse travellers beyond its medieval centre.
Kipouros explained: “Dubrovnik has become a global example of how destinations can evolve from the challenges of overtourism. By embracing smart management, sustainability and community engagement, it’s proving that a city’s heritage and its residents can thrive alongside a healthy tourism economy. This award recognises not just the city’s tourism leadership, but its courage to change.”
