Dubai’s Burj Khalifa is the most mentioned skyscraper on Instagram in 2025, according to a new study released by TUI Musement ahead of Skyscraper Day on September 3.
The 828-meter tower leads the global ranking with more than 8.7 million posts, far ahead of other landmarks, and has increased its visibility on the platform by 38 percent since 2022.
The report, which analyzed the 100 tallest skyscrapers worldwide, confirms that skyscrapers remain powerful cultural symbols and major tourism drivers. The study tracks both total mentions and growth in social media visibility between 2022 and 2025, underlining how online attention influences global travel trends.
Key Findings of the Study
TUI Musement, a leading provider of tours and activities, compiled the ranking based on Instagram mentions of each skyscraper’s two most-used hashtags. The data provides insight into which buildings attract the most global attention and how patterns have shifted in recent years.
| Rank | Skyscraper | Location | Mentions (2025) | Change vs 2022 |
|---|---|---|---|---|
| 1 | Burj Khalifa | Dubai | 8,700,000+ | +38% |
| 2 | Empire State Building | New York | 4,500,000+ | +7% |
| 3 | Taipei 101 | Taipei | 913,000+ | +12% |
| 4 | One World Trade Center | New York | 833,000+ | +5% |
| 5 | Willis Tower | Chicago | 590,000+ | +5% |
| 6 | Petronas Towers | Kuala Lumpur | 294,000+ | +33% |
| 7 | One Vanderbilt | New York | 171,000+ | +189% |
| 8 | 30 Hudson Yards | New York | 133,000+ | +80% |
| 9 | Lotte World Tower | Seoul | 120,000+ | +9% |
| 10 | Shanghai Tower | Shanghai | 114,000+ | +9% |
Burj Khalifa’s Dominance
The Burj Khalifa’s commanding lead reflects its dual role as both an engineering landmark and a tourism hub. Visitors are drawn to its multiple observation decks, including At the Top on the 124th and 125th floors, and At the Top Sky on the 148th floor. These vantage points offer views of Dubai, the desert, and the Persian Gulf, making the tower a frequent subject for social media content.
According to the study, the tower’s appeal has translated into continued growth in online mentions, reinforcing its position as one of the world’s most recognizable attractions. The skyscraper’s visibility on social platforms highlights its role in shaping Dubai’s global image as a travel destination.
Other Skyscrapers in the Ranking
New York’s Empire State Building secured second place with more than 4.5 million mentions, growing by 7 percent compared to 2022. Its 86th-floor observation deck remains a popular attraction, offering views of Central Park, the Brooklyn Bridge, and the Statue of Liberty. The building’s enduring presence in films and television further supports its cultural visibility.
Taipei 101 ranked third with more than 913,000 mentions. The 508-meter tower, designed to resemble a bamboo stalk, symbolizes resilience and prosperity in Eastern culture. Its high-speed elevators, capable of reaching the top in seconds, continue to draw visitors seeking both architectural and technological marvels.
One World Trade Center placed fourth with 833,000 mentions. Opened in 2014, the tower stands as a symbol of resilience in New York City and features the One World Observatory and Skypod elevators with immersive time-lapse visuals. The Willis Tower in Chicago followed in fifth with 590,000 mentions, its Skydeck and The Ledge glass balconies remaining key draws for visitors.
Popular Skyscrapers
The study highlights One Vanderbilt in New York as the building with the highest growth in Instagram mentions. Its mentions rose by 189 percent since 2022, propelling it from tenth to seventh place. Opened five years ago, the building offers an immersive observation experience that combines art, design, and technology, including glass boxes suspended 325 meters above ground.
30 Hudson Yards, also in New York, saw an 80 percent increase in mentions over three years, ranking eighth. Its Edge observation deck, which opened in 2020, features a glass floor section on the 100th floor, becoming a popular attraction for visitors seeking dramatic photographs.
Other notable mentions include the Petronas Towers in Kuala Lumpur, which rose by 33 percent since 2022, securing sixth place, and the Lotte World Tower in Seoul, which combines retail, cultural, and leisure facilities with its Seoul Sky observatory. Shanghai Tower, China’s tallest building and the world’s third tallest, closed the top 10 with 114,000 mentions.
The findings underscore the significance of social media in shaping travel decisions. Skyscrapers with visually striking observation decks and distinctive designs continue to attract not only in-person visitors but also significant online attention. The report notes that Instagram visibility aligns closely with tourism demand, as travelers increasingly select destinations that offer photogenic experiences.
TUI Musement’s study demonstrates how social media serves as both a reflection of and a driver for global travel patterns. By highlighting which skyscrapers achieve the highest levels of visibility, the research emphasizes their role as cultural icons and tourism catalysts in cities across the world.
The rankings reaffirm that skyscrapers, beyond their architectural achievements, remain central to the global tourism economy. With Skyscraper Day approaching, the study positions these buildings as enduring symbols of both local identity and international appeal.
Main Photo Credit: frantic00 / Shutterstock.com
