Paris once again claims the top spot as the world’s most attractive city in 2024, marking its fourth consecutive year of dominance, according to Euromonitor International’s Top 100 City Destinations Index.
This annual ranking evaluates 100 global cities based on 55 metrics across six pillars, including economic performance, tourism infrastructure, health and safety, sustainability, and more.
The report highlights a remarkable recovery in global tourism, with international arrivals surging by 19% this year. Europe remains the most visited region, welcoming 793 million international trips in 2024. Madrid and Tokyo joined Paris in the top three, while Rome and Milan secured fourth and fifth places, showcasing Europe’s continued appeal.
However, Asian cities like Bangkok also made a strong impression, with the Thai capital leading international arrivals, hosting 32 million visitors.
Nadejda Popova, global head of loyalty at Euromonitor International, said: “Despite positive recovery projections, challenges like labour shortages, geopolitical tensions and a sluggish economy will persist, limiting city growth. Less-travelled destinations and third-tier cities are expected to rise in popularity as travellers seek hidden gems, off-season experiences and responsible tourism. Consumers will prioritise culturally enriching, personalised experiences, making them the new travel currency.”
New Dynamics Shaping Global Tourism
Euromonitor’s findings reveal shifting traveler preferences. Less-traveled destinations and off-peak experiences are gaining popularity as global tourists seek sustainable and culturally enriching adventures.
Cities like Bangkok exemplify this trend, surpassing pre-pandemic tourism levels and growing by over 30% in 2024. Meanwhile, infrastructure investments and high-profile events are fueling tourism growth in urban markets worldwide.
Sustainability remains a crucial focus. Many destinations are addressing overtourism through higher taxes, entry fees, and policies promoting responsible tourism. Innovations like generative AI solutions are also helping cities adapt to evolving traveler demands.
Europe Leads, but Global Players Rise
Europe’s dominance continues, with nine cities in the top 20, supported by robust tourism infrastructure. Yet, the growing presence of non-European cities in the top 10 highlights a broader diversification of global tourism. Regions like Asia-Pacific, the Middle East, and North America are seeing gains as travelers explore new urban experiences.
International tourism spending totaled USD1.9 trillion in 2024. The global average spend per arrival will reach USD1,264 by 2030. Between 2024-2030, inbound average spend per trip is expected to show the highest growth in markets such as the Netherlands, China and Poland.
Popova added: “In 2024, global cities increasingly leveraged sports and cultural events to boost tourism revenues. Infrastructure improvements and continuous marketing have attracted travellers’ attention, opening further growth opportunities.
“The renewed concern about overtourism is on the rise. In response to overtourism, destinations continue to impose higher taxation and entry fees, promoting year-round tourism, rewarding sustainable actions and adopting GenAI solutions.”
Other important points from the study include:
Europe leads other regions, with nine cities making the top 20 rankings. Asia Pacific follows with six cities: two in North America, one in the Middle East and Africa, and two in Australasia.
Paris has unmatched global dominance in 2024, registering over 17 million inbound arrivals.
Singapore has dominated the Economic and Business Performance pillar since the introduction of the Top 100 City Destinations Index and is renowned as the world’s freest economy.
Short-term rentals posted 8% value growth globally in 2024, almost exceeding the USD1 trillion mark. The growth rate will slow down to be in line with availability in the housing market over the forecast period. The short-term rentals category is expected to face the highest number of new regulations to combat overtourism and housing shortages
62 cities in developed markets feature in the top 100 ranking in 2024
The US, Turkey, and China are expected to be the destinations with the highest volume growth of international arrivals by 2030.
