Japan has officially claimed the top spot on British travellers’ bucket lists in 2026.
Browse our full Japan brochure here.
Recent analysis of UK travel conversations and search data shows Japan scoring a perfect 10/10 with Tokyo and Kyoto dominating city wish lists, with travellers dreaming of temples, cherry blossoms, bullet trains, and world-class food.
Yet the reality? Visitor numbers from the UK, while reaching a decade high in 2024, remain modest.
Why the gap?
From our own experience and conversations with clients, Japan sits firmly in the “one day” category for many. The distance feels daunting, planning multi-city itineraries overwhelming, and the perception of high cost lingers, even though the reality on the ground is often far more affordable and welcoming than expected.
I know this firsthand. Before my first trip, I imagined an expensive, once-in-a-lifetime destination. What I discovered was a country that is incredibly easy to navigate (especially with a Japan Rail Pass), remarkably safe, and full of genuine warmth from locals. The food, culture, and scenery exceeded every expectation — and I’ve been hooked ever since. That’s exactly why I created this Japan brochure.
Gilly
Our New Japan Brochure
In it, you’ll see the places that stole Gilly’s heart, the experiences we recommend most, and the different ways you can explore Japan, from the budget-friendly to the budget busting, and everything in-between!
Options include:
- A fully escorted group tour for hassle-free discovery;
- A tailor-made private journey designed around your interests;
- Independent travel by rail for total flexibility;
- Or even a cruise combining Japan with other highlights.
You’ll find practical inspiration for first-timers and returning visitors alike, from the timeless beauty of Kyoto’s temples and Arashiyama’s bamboo grove, to the neon energy of Tokyo, the serene Japanese Alps, and unforgettable moments like kaiseki dining or soaking in an onsen with mountain views.
Japan is more accessible than ever
With strong exchange rates making it surprisingly good value, efficient transport, and English signage in key areas, the barriers are lower than they’ve been in years. The question is no longer “if you should go’ but ‘how’ to make the dream a reality without the stress.
If Japan has been sitting on your bucket list for too long, now is the perfect time to move it to your passport.
Browse our full Japan brochure here.
We’d love to hear from you: What’s on your travel bucket list right now? Have you been to Japan, or is it still a future dream? Give us a call on 01902 288104 to start planning.