Paris has been crowned the world’s most attractive city for the fifth consecutive year, according to the latest report from data analytics company Euromonitor International. The ranking ranks cities across 55 metrics under six key pillars: economic and business performance, tourism performance, tourism infrastructure, politics and attractiveness, health and safety and sustainability.
Europe dominates the ranking with six cities in the top 10. Madrid is in 2nd place, Rome and Milan are 4th and 5th, Amsterdam is 7th and Barcelona has climbed two places to 8th.
The 2025 report highlights that London, which fell out of the top 10 to 13th place last year, continues its downward trajectory. It is now ranked 18th on the list.
Although London ranked fourth in the world for tourism infrastructure, it lagged behind in tourism policy, health and safety and sustainability.
In terms of international arrivals, Bangkok retained its place as the most visited city with a whopping 30.3 million arrivals in 2025, followed by Hong Kong (23.2 million), London (22.7 million) and Macau (20.4 million).
The report highlights a set of trends shaping the year 2025. To deal with excess tourism, urban destinations are shifting their tourism plans towards prioritizing “value, not volume.” As a result, they seek to attract visitors who extend their trips, contribute more spending and behave more responsibly towards local communities and ecosystems.
Euromonitor International says that “growing security concerns, growing tourism flows, over-tourism and inflationary pressures” are forcing many destinations to update entry fees and accelerate the implementation of electronic travel authorization systems – changes that will shape cities’ long-term tourist appeal.
Top 10 cities for international arrivals in 2025
Bangkok (30.3 million international trips)
Kuala Lumpur (17.3 million)
