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Many Japanese think that Okinawa is a very attractive prefecture. The Regional Brand Survey, an annual survey to rank prefectures in Japan based on how attractive they are, found in 2022 that Okinawa is the third most attractive prefecture next to Hokkaido and Kyoto. The survey is a little controversial since some of the prefectures tend to always rank low on the chart and tourist favorites enjoy the top spots time and again.

Aki (fall) (Image by Stripes Japan)