Paris retains its title as the leading city on the global tourism map for the fifth consecutive year, according to Euromonitor International’s Top 100 City Destinations Index 2025. The French capital welcomed more than 18 million international visitors in 2025, thanks to its strong infrastructure, cultural vibrancy and focus on sustainability. A significant boost to its tourism momentum came from the highly anticipated reopening of Notre-Dame Cathedral.
The top five cities remain unchanged
Europe continues to dominate the upper tier of the global rankings, occupying four of the top five positions.
Madrid ranks second, standing out for its leadership in sustainability and innovative urban mobility solutions.
Tokyo holds third place and remains Asia’s leading urban destination, supported by its vibrant travel experience and major sporting events.
The top five are completed by Rome in fourth place — boosted by new luxury hotels and airport expansions — and Milan in fifth, which continues to stand out for its business environment, fashion and design sectors, as well as its strong tourism infrastructure.
Asia-Pacific leads international arrivals
International arrivals saw significant growth in 2025, with the Asia-Pacific region recording a 10% increase — the highest worldwide. It was followed by the Middle East and Africa at 7%.
Bangkok emerged as the top destination in arrivals with 30.3 million visitors, followed by Hong Kong, London and Macau. These strong performances were driven by visa facilitation measures, new infrastructure and large-scale cultural and sporting events that enhanced connectivity and visitor experience.
Despite economic pressures and geopolitical uncertainties, global tourism proved highly resilient. International arrivals in the top 100 cities rose by 8%, reaching 702 million.
Sustainability and innovation shape city competitiveness
Sustainable development remains at the core of city strategies. Madrid, Palma de Mallorca, Valencia and Seville stand out for their ecological initiatives, joined by the Scandinavian capitals Helsinki and Oslo.
Meanwhile, artificial intelligence is transforming the way cities manage tourism and serve visitors — from New York’s smart platforms to Bangkok’s digital arrival cards and Abu Dhabi’s AI-enabled services.
Infrastructure investment continues to be a growth catalyst. Rome, Tokyo and Paris are moving ahead with large-scale upgrades to hotels and airports, while São Paulo stands out for rapidly improving transport and logistics.
A new chapter for urban tourism
Cities are entering a new era defined by ambitious investments, rapid innovation and widespread adoption of artificial intelligence. As competition to attract visitors intensifies, the focus is shifting toward sustainability, resilience and the delivery of meaningful, personalized experiences.
