A honeycomb structure includes at least one honeycomb unit having a plurality of through holes defined by partition walls extending along a longitudinal direction of the honeycomb unit. The honeycomb unit includes zeolite, an inorganic binder, and a noble metal catalyst. The zeolite is ion-exchanged with Cu and/or Fe to reduce NOx on the zeolite by providing ammonia or its precursor. The noble metal catalyst is supported only in a region of the honeycomb unit. The region extends from one end portion of the honeycomb unit in the longitudinal direction over approximately 1.5% or more to approximately 20% or less of an overall length of the honeycomb unit in the longitudinal direction. The region is provided on a downstream side of the honeycomb unit in a direction in which an exhaust gas is configured to flow through the honeycomb unit.