TEMPO.CO, Jakarta – While cities like Kyoto, Hokkaido, and Okinawa are hugely popular among international visitors, they are not the top holiday destinations for domestic tourists in Japan. In contrast to these bustling metropolises, Japanese travelers prefer to spend their holidays in the quieter and less famous Kagawa Prefecture.
This surprising fact was uncovered by an annual survey from the Japanese travel booking agency, Jalan. The survey, which inquired about domestic travel habits and satisfaction, revealed that Japanese tourists were most satisfied with their vacations in Kagawa.
According to a report by Sora News 24, the survey of 15,586 people who traveled domestically in Japan between April 2024 and March 2025 showed that Kagawa received the highest overall satisfaction rating.
Located at the northeastern end of Shikoku Island, Kagawa is the smallest prefecture in Japan by land area and ranks 39th out of 47 in terms of population. Kagawa may not be known for its glamour, luxury, or trendsetting attractions. When the Jalan survey asked respondents to rate prefectures in nine specific categories related to hospitality, Kagawa only made it into the top 10 for two categories: ranking 7th for delicious local food and 8th for children’s play areas.
However, when asked to rate their overall satisfaction with their trip on a scale of 1 to 5, Kagawa received the highest percentage of 4 and 5 ratings. A total of 91.3% of respondents gave the prefecture a perfect or near-perfect score, outperforming Okinawa (89.4%) in second place and Nagasaki (88.9%) in third place.
Delicious Udon Restaurants
The head researcher at the Jalan Research Center, Kanako Morito, theorizes that several factors contribute to the prefecture’s high appeal. The first is Kagawa’s highly rated local cuisine.
The signature dish of Kagawa is udon. Although udon can be found throughout Japan, the most delicious version is widely considered to come from Kagawa. Udon restaurants are abundant across the prefecture and are often known for their fresh tempura stands, which customers can self-serve.
Udon is a universally loved dish, enjoyed by people of all ages, making it a satisfying choice for tourists. It is also an incredibly affordable meal, unlike more expensive regional specialties such as Kobe beef or Hokkaido crab.
Affordability and Laid-Back Lifestyle
This prefecture tends to be a more budget-friendly option compared to many others. In the Jalan survey, the average expenditure per person per domestic trip was 64,100 yen (about Rp7.1 million), while for tourists to Kagawa, it was only 51,400 yen (about Rp5.7 million).
In addition to its cuisine, Morito suggests that tourists also enjoy Kagawa because they get a genuine glimpse into a more relaxed, unhurried lifestyle. Many of Kagawa’s tourist attractions, such as the Ritsurin Koen Garden, Marugame Castle, and the “demon island” of Megijima, offer a look into traditional culture that distinguishes them from other historical sites in Japan.
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AloJapan.com