Despite Paris retaining its crown as the world’s most attractive destination for the fifth consecutive year, the 2025 Euromonitor International’s Top 100 City Destinations Index highlights a significant resurgence for Hong Kong, which secured the second spot globally for projected international arrivals. This dynamic shift, revealed in Euromonitor’s comprehensive assessment of urban destinations based on tourism appeal, economic performance, sustainability, and safety, underscores Asia-Pacific’s growing dominance in the global travel landscape.
Issued on December 9, 2025, the Euromonitor report positioned Paris—followed by Madrid, Tokyo, Rome, and Milan—at the top of the overall index rankings. However, when tracking raw inbound visitor numbers, Bangkok is anticipated to lead with 30.3 million trips, trailed closely by Hong Kong with an estimated 23.2 million international arrivals. Hong Kong’s figures significantly surpass regional competitor Macao (20.4 million) and European giants like London (22.7 million), reaffirming its status as a pivotal gateway connecting Asia and Greater China.
The city’s robust performance is attributed to reliable connectivity, a packed schedule of enticing events, and its enduring appeal as a retail hub. Conversely, European mainstays displayed mixed results. London, while possessing strong tourist infrastructure, continued a downward trend in the overall index, slipping to 18th place, immediately behind Hong Kong (17th). Analysts suggest London’s decline stems from lower marks in health and safety, sustainability initiatives, and tourism policy implementation.
Asia-Pacific cities demonstrated considerable strength across the board. Tokyo ranked third globally in the overall index, bolstered by major enhancements at Narita International Airport designed to double capacity by 2039. Singapore and Seoul rounded out the top ten, further cementing the region’s influence.
Outside of Asia and Europe, New York maintained its lone spot for an American city in the top ten, securing sixth place, with Los Angeles rising to 13th. In the U.S., Orlando showed particularly strong tourism momentum, driven by robust domestic travel, the debut of the Epic Universe theme park, substantial upgrades across major attractions, and hosting high-profile international events like the FIFA Club World Cup.
The Euromonitor report also recognized a fundamental shift in destination strategy globally: a move toward “value over volume.” Faced with the persistent challenge of overtourism, cities are increasingly focusing on attracting visitors who demonstrate longer stays, higher spending intent, and more responsible engagement with local culture and environments. This strategic pivot is expected to shape future travel policies.
Several global financial and security trends are influencing consumer access and pricing. Rising security concerns, increased travel flow, and inflationary pressures are prompting destinations to introduce higher entry fees and expand the use of electronic travel authorizations (ETAs). In 2025, the UK and the US increased related fees. Furthermore, the European Union plans to implement its European Travel Authorisation System (ETIAS) next year with higher associated costs, while Japan is actively considering visa fee increases alongside a new e-authorization system targeted for a 2028 launch. These measures reflect a unified global effort to manage tourism demand sustainably and efficiently.