Paris is crowned the world’s leading city for tourism, maintaining its position for a fifth consecutive year, revealed data analytics company Euromonitor International.
According to Euromonitor International’s Top 100 City Destinations Index 2025, Paris welcomed over 18 million international visitors in 2025, driven by its strong tourism infrastructure, vibrant culture and focus on sustainability.
The annual report published by Euromonitor International in partnership with data company Lighthouse indicates that Paris leads the global city rankings, followed by Madrid, Tokyo, Rome and Milan. These cities are recognised for their strong tourism appeal and standout initiatives.
Dubai dominates the Middle East tourism landscape
Dubai ranks 12th in this year’s index, driven by strong visitor numbers, international events and high occupancy in affordable luxury hotels.
Eight cities in five Middle Eastern and African countries made the top 100 destinations, highlighting the region’s strategic progress. Dubai led as the top city, attracting visitors from India, the UK, Saudi Arabia and Russia.
Abu Dhabi and Doha are driving regional growth in tourism and infrastructure. The unified GCC tourist visa is expected to enhance connectivity and strengthen leadership in tourism.
Asia Pacific surges ahead in international arrivals
International arrivals continued to grow in 2025, led by strong regional performance. Asia Pacific recorded the highest rise at 10%, followed by the Middle East and Africa at 7%. Bangkok topped the list with 30.3 million visitors, followed by Hong Kong, London and Macau.
This momentum was driven by visa relaxations, major infrastructure upgrades and high-profile cultural and sporting events, which strengthened connectivity and enhanced visitor experiences.
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.”
Sustainability and innovation drive urban competitiveness
Sustainability remains a priority in tourism strategies, with Spanish cities such as Madrid, Palma de Mallorca, Valencia and Seville leading eco-friendly initiatives, joined by Nordic leaders Helsinki and Oslo.
Meanwhile, artificial intelligence is reshaping tourism management and visitor experiences, from New York’s smart city platforms to Bangkok’s digital arrival cards and Abu Dhabi’s AI-powered services.
Popova commented: “City destinations are entering a pivotal new era, marked by ambitious investment, rapid innovation and the widescale integration of AI. 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.”
