Paris Remains World’s Top City for Tourism in 2025, Driven by Culture and Sustainability
According to new data from Euromonitor International’s Top 100 City Destinations Index 2025, Paris has solidified its position as the leading global city for tourism, marking its fifth consecutive year at the top. The city welcomed over 18 million international visitors in 2025, a testament to its robust tourism infrastructure, dynamic cultural scene, and increasing commitment to sustainable practices.The highly anticipated reopening of Notre-Dame de Paris significantly contributed to the city’s continued appeal.
The report, compiled in partnership with data company Lighthouse, reveals a continued dominance of European cities, with four securing spots within the top five. Madrid follows Paris in second place, lauded for its leadership in sustainability and advancements in urban mobility. tokyo maintains its position as Asia’s premier destination, taking third place thanks to its engaging visitor experiences and hosting of major sporting events.
Rounding out the top five are Rome in fourth, boosted by new luxury hotel openings and airport expansions, and Milan in fifth, recognized for its thriving business surroundings, fashion and design influence, and well-developed tourism sector.
While Europe remains strong, the Asia Pacific region experienced the most significant growth in international arrivals in 2025, surging by 10%. The Middle East and Africa followed closely with a 7% increase. Bangkok led the charge with an impressive 30.3 million visitors, followed by Hong Kong, London, and Macau. This growth is attributed to eased visa restrictions, substantial infrastructure improvements, and a calendar filled with prominent cultural and sporting events, all enhancing connectivity and visitor enjoyment.
“Even amid economic headwinds and geopolitical uncertainty, global travel proved exceptionally resilient in 2025,” notes Nadejda Popova, global head of loyalty at Euromonitor International. “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.”
The Index highlights a growing emphasis on sustainability and innovation as key drivers of urban competitiveness. Spanish cities like Madrid, Palma de Mallorca, Valencia, and Seville are leading the way with eco-friendly initiatives, alongside Nordic capitals Helsinki and Oslo. Furthermore, artificial intelligence is increasingly integrated into tourism management, with examples ranging from New York’s smart city platforms to bangkok’s digital arrival processes and Abu Dhabi’s AI-powered visitor services.
Investment in infrastructure remains crucial, with Rome, Tokyo, and Paris benefiting from luxury hotel developments and airport expansions. São Paulo is notably noteworthy for its rapid advancements in metro and logistics infrastructure.
As the report concludes,city destinations are entering a new era defined by ambitious investment,rapid innovation,and the widespread adoption of AI. The focus is shifting towards creating sustainable, resilient, and personalized experiences for visitors.”The 2025 Index highlights those destinations that are not only thriving today but also setting the standard for the future of urban tourism.”
For more information, please refer to the full Top 100 City Destinations Index 2025 report available at https://www.euromonitor.com/top-100-city-destinations-index-2025/report.
