Which city holds the title as the most enchanting in the world, drawing in over 18 million visitors this year alone? It’s none other than Paris.

For the fifth consecutive year, Paris has been crowned the world’s most attractive city, according to the Top 100 City Destinations Index by Euromonitor International, a prominent data analytics firm.

This year has been particularly prosperous for Paris as tourism flourished, driven by the reopening of the iconic Notre Dame and a surge of football enthusiasts celebrating Paris Saint-Germain’s historic first Champions League victory.

The city’s preparedness is attributed to its robust tourism policies and infrastructure, as noted in the report.

The index evaluates prominent cities globally, ranking them based on factors such as tourism appeal, sustainability, economic performance, and health and safety measures.

Interestingly, no Australian cities made it into the top 10 of this prestigious list.

Once again, Europe dominates the 2025 rankings with six cities in the top 10. Madrid is at number two, Rome and Milan come in fourth and fifth, Amsterdam is in seventh spot and Barcelona has climbed two places at eighth.

London, which last year dropped out of the top 10 to number 13, has continued its downward trajectory. It’s now at 18 on the list, between Hong Kong in 17th place and Kyoto at number 19. While London ranked fourth globally for tourism infrastructure, it lagged in tourism policy, health and safety, and sustainability.

Bangkok top city for international arrivals

The Asia Pacific region performed well, with Tokyo at number three, Singapore in ninth place and Seoul climbing up to tenth spot.

Tokyo was also number three in the world for tourism infrastructure, a position the city is cementing with big investments in its Narita International Airport. Plans include a third runway and the extension of the second, which is expected to double passenger capacity by 2039.

New York, once again ranking at number six is the only American city in the top 10.

Los Angeles, which has climbed five places to 13th place, is the next highest. Orlando, Florida, led the world for tourism performance, with strong domestic travel at the heart of that. This was fuelled by the opening of the Epic Universe theme park at Universal Orlando Resort in May, as well as big upgrades at Sea World and Disney World. Orlando also hosted six FIFA Club World Cup matches this year.

Bangkok is once again the top city for tourism policy and attractiveness and once again the top city worldwide this year for international arrivals. Euromonitor International estimates a whopping 30.3 million international trips there over the past 12 months.

Hong Kong is at number two for international arrivals, with 23.2 million estimated trips. London is in third spot, with 22.7 million.

Euromonitor International notes several trends this year. To tackle the problem of overtourism, cities are reframing their tourism strategies to focus on value, not volume. That means targeting visitors who stay longer, spend more and engage more responsibly with the local environment and culture.

To meet growing tourist numbers, this year, the UK and the US raised their entry fees.

The European Union is preparing to introduce its European Travel Authorisation System next year with a bumped-up fee. Japan is also considering a suite of changes, including higher visa fees and a new electronic travel authorisation system, which could launch by 2028.

Euromonitor International’s Top 10 City Destinations for 2025

Top 10 cities for international arrivals in 2025