Published on
December 6, 2025
In 2025, Tokyo has secured its place alongside Paris, Madrid, Rome, and Milan as one of the world’s top global tourism cities, driven by a surge in international arrivals. The city’s world-class infrastructure, including state-of-the-art public transport systems and luxury hotel developments, combined with its cultural vibrancy and major events, has made it a prime destination for travelers. This robust infrastructure, along with strong visitor demand generated by global sporting events and cultural festivals, has cemented Tokyo’s standing as Asia’s leading urban tourism hub.
Paris has reaffirmed its position as the world’s most visited city, according to Euromonitor International’s Top 100 City Destinations Index 2025. For the fifth year in a row, the French capital tops the global rankings, attracting over 18 million international visitors in 2025. This achievement is a testament to the city’s vibrant cultural offerings, robust infrastructure, and ongoing commitment to sustainability. A major factor contributing to Paris’ tourism surge was the highly anticipated reopening of the Notre-Dame Cathedral, which had been closed for restoration after a devastating fire in 2019.
Top Five Global Destinations Hold Steady
The top five cities in the global tourism rankings remain largely unchanged, with Europe continuing to dominate the upper echelons. Paris retains the top spot, followed by Madrid, which ranks second due to its focus on sustainability and urban innovation. Madrid’s emphasis on green initiatives, such as eco-friendly transport options, has positioned the city as a leader in responsible tourism.
Tokyo holds firm in third place, maintaining its status as the leading urban destination in Asia. The city’s blend of traditional culture and modern attractions, including major international sporting events, continues to captivate millions of travelers.
Rome, with its rich history and new luxury developments, comes in at fourth, while Milan rounds out the top five. The Italian fashion capital excels in both business tourism and design, attracting visitors for its cutting-edge fashion scene and thriving cultural environment.
Asia-Pacific Leads in Growth of International Arrivals
The Asia-Pacific region recorded the highest growth in international arrivals in 2025, with an impressive 10% increase—surpassing all other global regions. Bangkok emerged as the leader in international arrivals, with 30.3 million visitors. This surge is fueled by a combination of streamlined visa processes, major infrastructure projects, and a steady stream of cultural and sporting events that enhance the city’s appeal. Other destinations in the region, including Hong Kong, London, and Macau, also showed strong growth, benefiting from improved connectivity and event-driven tourism.
In second place for growth were the Middle East and Africa, with a 7% increase in international arrivals. Despite global uncertainties, the resilience of the tourism industry in these regions remains evident. Overall, international arrivals across the top 100 cities increased by 8%, reaching a record 702 million in 2025.
Sustainability and Technology Boost Urban Competitiveness
As cities compete for the top tourism spots, sustainability remains at the core of their strategies. Madrid, Palma de Mallorca, Valencia, and Seville are all leading by example with sustainable urban initiatives, such as clean energy projects, green public spaces, and eco-friendly transportation systems. Similarly, Scandinavian capitals like Helsinki and Oslo are widely recognized for their environmental commitment and sustainable tourism practices.
The use of artificial intelligence (AI) in tourism management is also on the rise. AI is enhancing how cities handle visitor services and operational efficiency. Cities like New York, Bangkok, and Abu Dhabi are leveraging smart technologies to provide personalized experiences, streamline tourist arrivals, and improve services. These innovations not only enhance the visitor experience but also help cities reduce their environmental footprint.
Infrastructure development continues to be a critical factor in maintaining competitive tourism destinations. Major cities such as Paris, Tokyo, and Rome are investing heavily in modernizing their transport systems, hotels, and airports. Additionally, São Paulo is making significant strides in improving its transportation and logistics infrastructure, further positioning itself as an emerging tourism hub.
The Changing Landscape of Urban Tourism
As urban tourism evolves, cities are embracing innovation and sustainability to stay ahead of the competition. In 2025, the emphasis is shifting from simply attracting visitors to offering personalized, meaningful experiences that cater to travelers’ changing preferences. The widespread adoption of AI technologies, coupled with increased sustainability efforts, is revolutionizing how cities approach tourism.
Looking forward, tourism strategies are focusing on resilience and eco-consciousness, while also prioritizing technological integration. As the world becomes increasingly interconnected, the delivery of tailored, eco-friendly, and immersive experiences will define the future of urban tourism.
Tokyo has joined Paris, Madrid, Rome, and Milan among the top global tourism cities in 2025, driven by strong visitor demand, major cultural events, and world-class infrastructure. These factors have solidified its position as Asia’s leading urban destination.
The global tourism sector’s resilience is apparent, with international travel rebounding despite economic and geopolitical challenges. Cities worldwide are entering a new era characterized by significant investment, rapid technological adoption, and a collective commitment to sustainable tourism practices. As this new phase unfolds, urban tourism will continue to thrive, offering visitors richer, more personalized experiences than ever before.
