Euromonitor International has released its Top 100 City Destinations Index 2025, produced in partnership with Lighthouse, benchmarking the world’s most competitive urban tourism hubs.
The report highlights Asia-Pacific as the second-largest region for international arrivals, recording the fastest growth globally with inbound trips rising 10% to surpass 350 million. The Middle East and Africa followed with 7%. Bangkok led the ranking with 30.3 million visitors, followed by Hong Kong, London and Macau.
Tokyo secured third place while Singapore retained ninth. Seoul entered the top 10 for the first time, climbing two spots from last year, driven by the global popularity of K-culture. Asia also performed strongly in the top 20, with Osaka (11), Taipei (15), Hong Kong (17), Kyoto (19) and Bangkok (20).
Momentum across the region was supported by visa relaxations, infrastructure upgrades and high-profile cultural and sporting events, strengthening connectivity and enhancing visitor experiences. The top five cities remained unchanged, with Paris leading for the fifth year, followed by Madrid, Tokyo, Rome and Milan. Paris received over 18 million international visitors in 2025, supported by tourism infrastructure, culture and sustainability initiatives.
Sustainability continues to shape urban competitiveness, with Spanish cities such as Madrid and Seville leading eco-friendly strategies, alongside Nordic destinations Helsinki and Oslo. AI is reshaping tourism management and visitor experiences, from New York’s smart city platforms to Bangkok’s digital arrival cards. Infrastructure investment also underpins growth, with Rome, Tokyo and Paris advancing hotel developments and airport expansions, while São Paulo stands out for metro and logistics upgrades.
Nadejda Popova, global head of loyalty at Euromonitor International, said: “Even amid economic headwinds and geopolitical uncertainty, global travel proved exceptionally resilient in 2025. International arrivals to the top 100 cities climbed 8% to 702 million, highlighting the ability of cities to adapt, innovate and deliver experiences that travellers continue to find irresistible.
“As cities compete for visitors, the focus is shifting towards sustainability, resilience and delivering meaningful, personalised experiences. The 2025 Index highlights those destinations that are not only thriving today but also setting the standard for the future of urban tourism.”
View the full report here.
