Paris has been crowned the world’s most attractive city for the fourth year in a row, data analytics company Euromonitor International revealed.
Euromonitor International’s Top 100 City Destinations Index 2024 delivers actionable insights into the performance, appeal and potential of urban markets. It compares 55 different metrics across six key pillars for 100 city destinations, to create an overall city attractiveness score. The six key pillars include: (1) economic and business performance, (2) tourism performance, (3) tourism infrastructure, (4) tourism policy and attractiveness, (5) health and safety, and (6) sustainability.
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.”
Europe dominates rankings but non-European names in top 10 increase
The annual report issued by Euromonitor International in partnership with data company Lighthouse revealed that this year’s top 10 ranking was dominated by six European destinations, while also showing an increase in non-European names making the list.
Paris retained the title of the world's leading city destination, followed by Madrid in second place and Tokyo in third. Rome came in fourth, while Milan rounded up the top five. Asia stands out in the top 10 with representation from two cities. European destinations maintain a good standing in the Index largely due to the Tourism Infrastructure pillar.
Cities in developed markets thrive from growing travel demand in 2024
Global international arrivals saw a 19% increase in 2024, driven by strong tourism demand. Europe remained the most popular region, reaching 793 million international trips in the same year.
Bangkok topped the list of international arrivals by city with 32 million trips in 2024. The city surpassed pre-pandemic level of international tourism flows in 2023 and continued dynamic growth of over 30% in 2024.
International tourism spending totalled 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.”
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