Asia’s Rising Stars: How Magong and Takayama Are Redefining Welcoming Tourism
The global tourism landscape is shifting, and a new emphasis on genuine hospitality is taking center stage. Recent awards, including Booking.com’s Traveller Review Awards 2026, highlight a move away from simply offering sights and towards creating truly welcoming experiences. This year, Magong, Taiwan, and Takayama, Japan, have emerged as beacons of this trend, securing spots among the world’s ten most hospitable cities.
The Power of a Personal Touch
According to James Waters, Chief Business Officer of Booking.com, the key differentiator lies in the “personal touch” provided by locals. This isn’t just about efficient service. it’s about the small gestures – a taxi driver sharing insider tips, a host going the extra mile – that transform a trip into something special. This focus on authentic connection is resonating with travelers more than ever.
Magong, Taiwan: A Hidden Gem’s Appeal
Magong, a port city on Taiwan’s Penghu Island, ranked second globally in the awards. Its appeal lies in offering a more relaxed alternative to bustling Asian metropolises. The city seamlessly blends historical sites, like the Tianhou Temple, with vibrant markets and beautiful coastal scenery. Travelers consistently praise the warmth of the local residents, particularly when exploring fishing villages and farms, and enjoying fresh seafood.
Takayama, Japan: Tradition and Hospitality
Takayama, nestled in the Japanese Alps, secured eighth place. The city’s historic Sanmachi Suji district is renowned for its hospitality, extending beyond the refined service found in traditional Ryokan inns. The warm interactions at the Miyagawa morning market are frequently cited by visitors as a key element of Takayama’s welcoming atmosphere. The Hida Folk Village and nearby UNESCO World Heritage site, Shirakawa-go, further enhance the cultural experience.
A Broader Trend: Asia’s Hospitality Boom
The recognition of Magong and Takayama isn’t an isolated incident. The report indicates significant growth in hospitality across Asia, with South Korea and Japan experiencing increases of 46 and 29 percent, respectively, in the number of recognized friendly tourist partners. This suggests a deliberate effort by Asian countries to prioritize service quality and attract international visitors.
What Drives This Shift Towards Welcoming Tourism?
Several factors are contributing to this trend. Increased competition in the tourism market means destinations can no longer rely solely on attractions. Travelers are actively seeking authentic experiences and meaningful connections with local cultures. Social media also plays a role, with travelers sharing their experiences and influencing others’ choices. Positive word-of-mouth, fueled by genuine hospitality, is invaluable.
The Top 10 Most Welcoming Cities in the World – 2026
- Montepulciano, Italy
- Magong, Taiwan
- San Martín de los Andes, Argentina
- Harrogate, England
- Fredericksburg, Texas, United States
- Pirenpolis, Brazil
- Swakopmund, Namibia
- Takayama, Japan
- Noosa Heads, Australia
- Klaipeda, Lithuania
Looking Ahead: The Future of Welcoming Tourism
The emphasis on hospitality is likely to intensify in the coming years. Destinations that prioritize genuine connection and cultural immersion will be best positioned to attract and retain visitors. We can expect to witness more initiatives focused on empowering local communities, promoting sustainable tourism practices, and fostering meaningful interactions between travelers and residents.
FAQ
Q: What criteria were used to determine the most welcoming cities?
A: The awards were based on over 370 million verified reviews from Booking.com travelers.
Q: Are these the only welcoming cities in Asia?
A: While Magong and Takayama received top honors, the report indicates a broader trend of increasing hospitality across Asia.
Q: How can travelers contribute to responsible tourism?
A: Support local businesses, respect local customs, and engage with residents in a meaningful way.
What are your experiences with welcoming cities? Share your thoughts in the comments below!
