Tokyo, a bustling metropolis and capital city of Japan is the big winner of the first TOURISE Awards with three major honors, namely Best Entertainment Destination, Best Food and Culinary Destination, and the coveted Best Overall Destination.
Tokyo was the only finalist in the Best Overall Destination category as it is recognized by TOURISE for offering ‘a well-rounded, exceptional travel experience across multiple categories.’
Held in Riyadh amidst a well-received global tourism summit that drew over 8,000 delegates, 140 speakers, and over 400 members of the media from all over the world, the TOURISE Awards also coincides with the celebration of the 50th Anniversary of United Nations Tourism.
In handing out these honors, the TOURISE Awards aim to recognize ‘leading global destinations who are rewriting the very definition of exploration.’ A total of 12 finalists were announced last October, selected ‘from a wide array of nominations submitted by passionate globetrotters, travelers, industry experts, and organizations across the world.’
TOURISE drumbeaters say that together, the 12 finalists, including the eventual winners, ‘represent places from across the world that are not just changing the game of destination excellence; [but] are setting entirely new rules to cater to the demands of the modern traveler.’
The TOURISE Awards 2025 jury panel is composed of former CEO of Forbes Travel Guide Filip Boyen, former Managing Director of Conde Nast Albert Read, former Global Director of Michelin Guides Michael Ellis, former Chair of World Travel Market and Tourism of Tomorrow Fiona Jeffery Obe, former President and CEO of Dior Americas Renaud de Lesquen, former Managing Director of Tate Modern Lars Nittve, former CEO of Kempinski Hotels Bernold Schroeder, former CEO of British Fashion Council Caroline Rush, and UN Goodwill Ambassador, Mountaineer and Polar Explorer Omar Samra.
As per TOURISE’s official website, the TOURISE Awards are also built on principles that ensure the highest levels of integrity, inclusion, and independence.
Integrity: Every stage of the Award is guided by a rigorous framework rooted in global best practices, with data-driven assessments ensuring objective, fair and consistent evaluation.
Inclusion: Participation in the TOURISE Award is open to all and is completely free of charge. By removing financial barriers, we ensure that every destination-regardless of size or resources-can compete on a level playing field based solely on merit. A single valid nomination is all that’s needed for a destination to be considered.
Independence: Led by Global Tourism Icons-Shortlisted destinations, Finalists and winners are selected by an independent jury of globally recognized tourism leaders, critics, and former heads of world-class organizations. Their decisions are guided solely by expertise and a rigorous evaluation framework, with no influence from popularity or vote count.
To be eligible for nomination, a destination must demonstrate the following core attributes:
Defined geographic scope. Physical area, which can be a town, city, region, or specific site with recognized boundaries;
Distinct identity and character. Unique character and appeal stem from culture, landscapes, and attractions, shaping how travelers perceive the destination; and
Responsible governing body. Backed by a tourism governing body responsible for ensuring a destination is effectively managed, developed, and promoted;
While a Philippine destination did not make the shortlist of the first TOURISE Awards, it may be eligible to be nominated in most, if not all, categories in subsequent editions.