From Indonesia’s island hospitality to Bhutan’s thoughtful traditions, the latest Readers’ Choice Awards offer a compelling reason to choose your next destination by the warmth of its welcome.
Choosing where to travel next usually begins with a beautiful photograph, a bucket-list landmark, or a particularly persuasive hotel recommendation. Some of the most memorable journeys, however, have little to do with the places themselves. They’re shaped by the people who make us feel welcome, the conversations we never planned to have, and the small gestures that stay with us long after we’ve unpacked.
If you’re still undecided about your next holiday, perhaps it’s worth considering not just where you want to go, but where you’ll feel most at home.
The 2026 Readers’ Choice Awards by Condé Nast Traveller, published on October 6, reveal the world’s 10 friendliest countries, based on votes from thousands of readers. Costa Rica claims the top spot, while four Asian destinations—Indonesia, Bhutan, Thailand, and India—earn places in the prestigious ranking.
The results make an interesting case for travelling beyond the usual checklist of sights and stays. After all, genuine hospitality can be just as captivating as spectacular scenery.
The world’s 10 friendliest countries in 2026
10. India: A culture of connection and generosity
India completes the top 10, earning recognition for a hospitality culture rooted in generosity, family, and community. Its immense geographical and cultural diversity means the experience can look very different depending on where you travel.
In Rajasthan, vibrant celebrations and historic cities provide an introduction to regional traditions. Kerala offers a gentler pace, while the Golden Triangle remains a popular route for discovering India’s architectural and cultural heritage. Across these destinations, the simple gestures—a welcoming greeting, a shared meal, or an offered cup of chai—can provide some of the most meaningful introductions to local life.
9. Thailand: The Land of Smiles lives up to its reputation
Thailand retains its place among the world’s friendliest destinations, with its reputation as the “Land of Smiles” continuing to resonate with international visitors.
From Bangkok’s vibrant streets and ornate temples to the laid-back islands of the south, Thailand attracts everyone from independent adventurers to families seeking a relaxing holiday. The country’s welcoming atmosphere adds to the appeal of its culinary traditions, cultural landmarks, and coastal escapes. For Filipino travellers looking for an accessible regional getaway, Thailand remains a compelling contender.
8. Greece: The generous art of welcoming strangers
Greece makes its appearance on this year’s list with a hospitality tradition known as philoxenia, a concept associated with welcoming and caring for strangers.
The sentiment finds expression in leisurely family lunches, generous meals, and conversations that continue well into the afternoon. Beyond the postcard-perfect beauty of Santorini and the historic grandeur of Athens, Greece invites travellers to appreciate the pleasures of shared experiences. Its warmest welcome may come not from a luxury resort, but from an invitation to stay a little longer at the table.
7. Italy: Family, food, and familiar faces
Italy’s celebrated food culture is inseparable from its appreciation for family, friendship, and lively conversation. Across the country, community traditions bring generations together through seasonal food festivals, religious festivities, and neighbourhood gatherings.
For visitors, these occasions offer a glimpse of Italian life beyond Renaissance landmarks and luxury boutiques. A leisurely espresso in a piazza, a local sagra dedicated to regional produce, or a conversation with a shopkeeper can become just as memorable as a visit to a famous museum. Italy’s charm often lies in making ordinary moments feel special.
6. Portugal: Long lunches and lingering conversations
Portugal’s hospitality often unfolds around the dining table. Long meals, local celebrations, and spontaneous conversations reflect a culture that appreciates companionship and the simple pleasure of spending time together.
Beyond Lisbon’s charming neighbourhoods and the Douro Valley’s vineyards, some of the most rewarding experiences begin with a friendly exchange at a neighbourhood restaurant, market, or café. Portugal makes a persuasive destination for travellers who enjoy discovering a place through its food, festivities, and everyday rhythms.
5. Bhutan: Happiness, hospitality, and Himalayan serenity
Bhutan’s inclusion is particularly intriguing for travellers who prefer purposeful journeys. The Himalayan kingdom is known for its Gross National Happiness philosophy, which places human well-being and wider societal priorities at the centre of national development.
Its approach to tourism also emphasizes sustainability, with visitor fees supporting development initiatives. Beyond its monasteries and mountain scenery, Bhutan presents an opportunity to explore a society that considers cultural preservation, environmental protection, and community well-being essential to its identity. It’s an appealing choice for those who believe meaningful travel should leave something positive behind.
4. Indonesia: Island escapes with a sense of community
Indonesia takes fourth place globally and emerges as Asia’s highest-ranking destination on the list. Its hospitality is expressed through the everyday encounters that make travelling across the archipelago feel personal—from family-operated warungs to traditional village gatherings.
One cultural concept that captures this communal character is gotong royong, the practice of working together for collective well-being. Visitors can encounter this spirit through Balinese ceremonies, local festivals in Java, and community traditions across Lombok and other islands. For travelers seeking something beyond private villas and picturesque beaches, Indonesia offers opportunities to connect with the communities behind its celebrated destinations.
3. Ireland: Good company, great conversation
Ireland has an expression for its distinctive hospitality: céad míle fáilte, or “a hundred thousand welcomes.” It’s a fitting description of a country where storytelling, conversation, and community are deeply embedded in social life.
Traditional pubs remain gathering places for music and memorable exchanges, while village celebrations offer opportunities to experience Irish culture beyond the conventional sightseeing circuit. A visit around St. Patrick’s Day is particularly appealing for those who enjoy spirited festivities and shared traditions. Sometimes, the best travel memory begins with a conversation over a drink.
2. New Zealand: Where hospitality is part of the heritage
New Zealand’s spectacular landscapes are reason enough to visit, but its cultural traditions add another dimension to the experience. Central to Māori hospitality is manaakitanga, a principle rooted in care, generosity, and respect for others.
The spirit can be experienced through traditional pōwhiri welcoming ceremonies, community gatherings, and encounters with locals in countryside cafés and family-run lodges. Whether you’re exploring alpine scenery or discovering Māori heritage, New Zealand’s warmth is closely connected to its people and their relationship with place.
1. Costa Rica: A philosophy of pure, uncomplicated pleasure
Costa Rica’s appeal extends well beyond its extraordinary biodiversity, pristine beaches, and rainforest retreats. The Central American country takes first place this year, with its celebrated pura vida philosophy offering some insight into its enduring charm.
Literally translating to “pure life,” the expression represents a relaxed, optimistic approach to everyday living. Here, the pleasures of travel aren’t necessarily extravagant. They can be found in unhurried conversations, time spent outdoors, and meaningful moments with loved ones. For travellers seeking a restorative escape, Costa Rica offers a different kind of luxury: the freedom to slow down.
Why Asia deserves a place on your next travel itinerary
Four of the world’s 10 friendliest countries are in Asia, and their appeal goes far beyond proximity or popularity. Indonesia’s communal spirit, Bhutan’s people-centred philosophy, Thailand’s welcoming atmosphere, and India’s generosity each offer a different interpretation of what makes visitors feel at ease.
The ranking also offers a useful reminder for travellers accustomed to planning holidays around hotels, restaurants, and must-see attractions. A destination’s greatest luxury can be the people who bring it to life.
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