New York – June 9, 2026: Japan has been recognized as the “Destination With the Highest Client Satisfaction – Asia” in the 2026 TravelAge West WAVE (Western Agents’ Votes of Excellence) Awards. In addition, the Japan National Tourism Organization (JNTO) has been honored as the “International Tourism Board Providing the Best Travel Advisor Support.
For 21 years, the WAVE Awards, presented annually by leading travel trade publication TravelAge West, have recognized excellence across destinations and services through a combination of travel advisor votes and editorial reviews. Japan’s recognition reflects the country's ability to consistently deliver high-quality experiences – from cultural heritage and cuisine to safety, hospitality and seamless infrastructure.
“We are extremely proud to receive these prestigious recognitions from TravelAge West, and we sincerely thank both the organizers and the travel advisors who voted for us,” says Minako Aoshima, Executive Director of the JNTO Los Angeles Office. “Through our conversations with advisors, we understand that demand for Japan has continued to grow since the pandemic, supported in part by the favorable exchange rate. In today’s era of uncertainty, more travelers are choosing Japan as a destination where they can travel safely and with peace of mind.”
“Many visitors become repeat travelers after their first trip, and there has been a rapid increase in requests for off-the-beaten-path experiences, according to travel advisors. JNTO will continue to support advisors by providing information and connections that enable travel beyond Tokyo, Kyoto and Osaka, and highlight Japan’s diverse regional attractions.”
For the full list of winners, please visit: https://www.travelagewest.com/Wave/Winners.
For more information about travel to Japan, please visit: https://www.japan.travel/en/us.
ABOUT JAPAN NATIONAL TOURISM ORGANIZATION (JNTO)
As the official tourism board, JNTO seeks to inspire international travelers to visit Japan. Focusing on sustainability, diversity and preservation of its history and culture, JNTO encourages travelers to explore the country while supporting local businesses, learning about indigenous cultures, and helping conserve its natural sites.
For more information about travel to Japan, visit https://www.japan.travel/en/us or the JNTO pages on Facebook, Instagram and Youtube. To contact the New York office of the Japan National Tourism Organization (JNTO) directly, please e-mail jntonyc_press@jnto.go.jp. To contact the Los Angeles office of the Japan National Tourism Organization (JNTO) directly, please e-mail infolax@jnto.go.jp.
