Why Tokyo is the ultimate holiday destination – according to Cathay members

Tokyo emerged as the biggest winner in the 2024 Cathay Members’ Choice Awards, earning top honours in multiple categories across culture, style and sustainability. Now firmly established as the destination closest to travellers’ hearts, discover why Japan should be on your radar in 2025 with our ultimate guide to Tokyo.

1. It’s a shopper’s paradise

“Japan makes some of the best products in the world. Whether it’s vintage, luxury or design, prepare to shop 'til you drop.” – Estyn Chung, industry expert and Cathay Members’ Choice Awards 2024 panellist

Well acknowledged as a shopping paradise, Tokyo claimed victory in the world’s best shopping destination, as well as being home to Asia’s must-shop vintage awardee. 

Head to the Ginza district for celebrated department stores such as Matsuya Ginza , Mitsukoshi Ginza and the Ginza Six complex. For the latest fashion trends, Shibuya’s uber-hip Daikanyama neighbourhood is home to numerous indie shops, boutiques and cafés. Fashionistas should also consider the Kengo Kumo-designed Daikanyama District, where you’ll find Japanese fashion brand Nanamica and the renowned lifestyle store The Conran Shop .  

For vintage enthusiasts, the laidback Shimokitazawa neighbourhood offers an abundance of choice. As well as the award-winning New York Joe Exchange , popular spots include Desert Snow and Little Trip to Heaven , specialising in nostalgic fashion from the ’50s to the ’70s.

2. There are plenty of outdoor adventures  

“Camping on the beach of any of the Fujigoko [Fuji five lakes] is a truly exceptional experience, with Mount Fuji greeting you good morning as the sun rises.” – Jeremy Bek, industry expert and Cathay Members’ Choice Awards 2024 panellist

The sacred peak of Mount Fuji earned the title of Asia's must-do outdoor activity. Closer to the capital, the Chichibu Geo Gravity Park offers canyon walks, swings and zip lines across idyllic natural terrain. For a water-based adventure, head to Rafting Winds in Ome City, or soak up Ibaraki Prefecture’s scenic views from above with Komachi Paragliding School .

3. The city boasts some of the best food in the world  

"From omakase feasts to konbini sandwiches, it’s all but impossible to find a bad meal in Tokyo.” – Edward Bell, Cathay insider and Cathay Members’ Choice Awards 2024 panellist

Its world's most delicious city crown reflects Tokyo’s diverse culinary landscape, from affordable street food and laidback izakayas to Michelin-starred restaurants. Beyond Sézanne – winner of Asia's must-book fine dining restaurant – also consider these culinary destinations for your next Tokyo visit.

Omasake specialist Sushi Tokyo Ten offers excellent value, with a 20-course feast priced at JP¥9,900 (HK$488), available at branches in Shinjuku, Roppongi and Shibuya. For mouthwatering noodles, the hotly hyped Ramenya Shima in Shinjuku is known for its outstanding soy sauce broth and generous toppings. Meanwhile, night owls can enjoy late night establishments like Isomaru Suisan and Torikizoku .

4. You’re never short on cultural experiences  

“Bars where the vinyl is as important as the whisky. Entire districts that are better-dressed than you. Could anywhere be hipper than Tokyo?” – Adam White, travel editor and Cathay Members’ Choice Awards 2024 panellist

Tokyo's double wins as the world's coolest city and Asia's have-it-all city break recognise the metropolis’ cuisine, shopping and natural beauty. Meanwhile its runner-up spot for Asia's cultural capital – a title which went to Kyoto – acknowledge Japan’s distinct blend of tradition and modernity.  

The capital’s latest must-visit cultural landmark is the Toda Building , a historic building transformed into a mixed-use space combining art, culture and commerce. Then step back in time at Japan’s most-visited shrine, Meiji Jingu, one of the most visited shrines in Japan and home to the country’s largest wooden torii gate.  

Japan's national sport Sumo – preserved since the Edo period – remains popular with tourists. For an easy entry, Asakusa Sumo Stable offers wrestling exhibitions alongside dining experiences. Tokyo's modern pop culture thrives in Nakano, where numerous anime, cosplay-themed shops and cafés await exploration.

5. You’re spoilt for choice when it comes to hotels  

“Janu Tokyo isn’t just sustainable in itself: it’s in the heart of the Azabudai Hills, which uses 100 per cent renewable electricity.” －Dr Brian Chan, Cathay Diamond member and Cathay Members’ Choice Awards 2024 panellist

Standing tall over Ginza's bustling shopping district is the landmark Bulgari Hotel Tokyo – shortlisted as Asia's best new hotel and Asia's most stylish hotel by Cathay members. Located atop Tokyo Midtown Yaesu, the two-year-old property offers spectacular city views and enticing dining options. Another noteworthy home from home is Janu Tokyo – also shortlisted as Asia's best new hotel and winner of Asia's must-stay sustainable hotel. The property collaborates with local artisans, utilises renewable energy and employs advanced kitchen technology to reduce food waste.

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