Some destinations are classics for a reason. Time and time again, they simply deliver the best experience possible. And that’s why it’s no surprise that Paris has once again been named the most “attractive” city in the world for the fifth year in a row on Euromonitor International’s Top 100 City Destinations Index.
In late December, Euromonitor, a data analytics company, released its list, which showed that “Europe maintains its position at the forefront of global rankings, securing four out of the top five places in the Index.” Paris, however, won out again, welcoming more than 18 million visitors in 2025, who flocked to the French capital for its “strong tourism infrastructure, vibrant culture, and focus on sustainability.” The report also noted that the reopening of Notre-Dame de Paris was among the “key highlights, which drew significant tourist interest.”
But the City of Light isn’t the only place in Europe that is flexing its travel “appeal.”
As the report noted, Paris is followed closely by Madrid, Spain, which won high praise for its own “sustainability leadership and urban mobility initiatives.” The only non-European spot to make the top five is Tokyo, which secured third place thanks to its “vibrant” visitor experience and for hosting major sporting events that attract travelers from across the globe.
Rounding out the top five are two more perennial destination favorites: Rome, which the report stated secured a high ranking thanks to its numerous new luxury hotel launches, and Milan, which made it to the top five thanks to being the global leader in fashion and design.
While Europe is sitting pretty for now, the report noted that Asia is hot on its heels.
“International arrivals continued to grow in 2025, led by strong regional performance. Asia Pacific recorded the highest rise at 10 percent, followed by the Middle East and Africa at seven percent,” the report noted. “Bangkok topped the list with 30.3 million visitors, followed by Hong Kong, London, and Macau.”
The massive increase in tourism, it explained, is thanks to new visa relaxations and high-profile cultural and sporting events, which “strengthened connectivity and enhanced visitor experiences.”
As for the U.S., just one city made it into the top 10: New York City, which ranked at No. 6. And if any more U.S. cities want to rise in the rankings, Nadejda Popova, the global head of loyalty at Euromonitor International, said they’ll have to get with the times when it comes to sustainability and delivering “meaningful” travel moments.
“City destinations are entering a pivotal new era, marked by ambitious investment, rapid innovation, and the widescale integration of AI. As cities compete for visitors, the focus is shifting towards sustainability, resilience, and delivering meaningful, personalized experiences,” Popova said in a statement. “The 2025 Index highlights those destinations that are not only thriving today but also setting the standard for the future of urban tourism.”