For the fourth consecutive year, Paris has secured its title as the world’s most attractive city, according to Euromonitor International’s Top 100 City Destinations Index 2024. The index evaluates 100 global cities across 55 metrics within six pillars: economic and business performance, tourism performance, infrastructure, tourism policy and appeal, health and safety, and sustainability.
Paris topped the list thanks to its rich cultural appeal, robust tourism infrastructure, and commitment to sustainability. The city welcomed over 17 million inbound travelers in 2024, solidifying its reputation as a global hub for art, culture, and commerce.
Europe Still Dominates, but Asia Grows Stronger
The top 10 rankings were largely dominated by Europe, with six cities, including Madrid, Rome, and Milan, claiming spots. However, Asian cities like Tokyo and Bangkok are becoming increasingly prominent. Bangkok, in particular, led global international arrivals with 32 million trips in 2024, surpassing pre-pandemic levels.
This rise reflects a larger trend: global international arrivals increased by 19% in 2024, with Europe hosting a record 793 million international trips. Euromonitor’s research highlights how destinations are leveraging events, improved infrastructure, and marketing campaigns to attract more travelers.
The Changing Face of Global Tourism
Short-term rentals saw an 8% growth globally in 2024, nearing a $1 trillion valuation, although tighter regulations loom to combat overtourism and housing shortages. Meanwhile, global tourism spending reached $1.9 trillion, with an average spend per trip projected to grow in markets like China, Poland, and the Netherlands by 2030.
Yet, with overtourism concerns on the rise, cities like Venice and Barcelona are implementing higher taxes, entry fees, and promoting off-season travel to alleviate pressure on resources. Sustainable travel is no longer optional but a necessity.
Nadejda Popova, global head of loyalty at Euromonitor International, explained, “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.”
Looking Ahead
As urban hubs compete for global attention, Euromonitor predicts the rise of third-tier cities and less-traveled destinations as consumers prioritize culturally enriching, personalized experiences. Singapore continues to dominate in economic performance, while cities like Istanbul, Los Angeles, and Shanghai show strong potential for growth.
With the global tourism landscape rapidly evolving, the future of travel looks both challenging and promising, demanding innovation and sustainability to ensure these iconic destinations remain attractive for generations to come.
