Do You Know Which Cities Are Leading Global Tourism Growth in 2025

When you step back and look at the shape of modern travel, what becomes clear is that tourism is no longer a simple story of people moving from Point A to Point B. It is instead a complex choreography of culture, commerce, geopolitics, price signals, airline routes, festival calendars, digital marketing campaigns and the quiet work of local governments and hoteliers. Certain cities, for reasons that are often unique to their geography and history, are at the leading edge of this choreography — they are the magnets. In 2024 and into 2025, cities such as Bangkok, Istanbul, London, Tokyo, Dubai and a clutch of others have not only recovered from the pandemic slump but have surged ahead, outpacing peers in tourist arrivals, spending and global visibility. These are the places that travelers keep returning to, and the places where tourism growth is rewriting urban economies.

The list of leading tourism cities is not static. It is shaped every year by factors both predictable — new flight routes, festival schedules, exchange rates — and unpredictable — geopolitics, health scares, or a viral travel story. What the latest data shows is that the pattern of growth has become more varied and inclusive: long-established hubs like London and Paris still rank high by arrivals, but so do cities that have invested aggressively in infrastructure, events and hospitality experiences. Likewise, smaller or once-overlooked destinations are now on the radar because they offer experiences travelers crave: authenticity, sustainability, affordability, and convenience.

This article is written to tell that story in depth. It explores which cities are leading tourism growth, why they’re succeeding, how different types of travelers are shaping those gains, and what the growth means for the people who live there. Along the way we’ll look closely at the data, examine the forces that drive demand, and tell human-centered stories about transformation — from airport terminals to back-alley cafes — so you get the full picture.

(Important grounding fact: a number of recent, credible industry reports — Euromonitor’s Top 100 City Destinations 2024, UNWTO’s World Tourism Barometer, and trend analyses from Mastercard and Forbes — underpin the rankings and trends discussed in this article. For example, Euromonitor lists Bangkok as the most visited city in 2024 with ~32 million arrivals. The UNWTO reports that tourism recovered nearly to pre-pandemic (2019) levels by 2024 and continued to grow into 2025. These are cited in the text where they are most load-bearing.)

How cities become tourism leaders — a primer

Cities climb the tourist rankings for reasons both structural and ephemeral. Structural advantages — geographic gateways, international airport connectivity, well-developed hospitality sectors and robust public services — create the baseline. A city on an international flight map with multiple airline partners and visa-friendly immigration policies will always have a natural edge. But growth — rapid growth or new surges in popularity — usually needs more than geography. Events (mega-conferences, world expos, major sports tournaments), cultural moments (film festivals, art biennales), and savvy branding campaigns can spike demand quickly.

Economic factors also matter. Weak domestic currency values can make a city a bargain for foreign travelers. Tax incentives and business-friendly policies draw more hotel development and new airline routes. Digital visibility — the way a city appears on social feeds or in search trends — has become enormously influential. A well-placed influencer post, a travel awards list, or a viral itinerary can alter tourist flows quickly.

Finally, traveler segmentation matters. Cities that cater to a diversity of traveler motivations — business, leisure, religious pilgrimage, medical tourism, meetings & conferences, sports tourism, film/TV-related visits, and experiential travel — will attract more consistent year-round footfall. The cities leading growth in 2024–25 have, by and large, combined several of these levers: connectivity, events, affordability (in some cases), and host-of-unique-experiences.

The current picture: which cities are on top

Recent industry reports show both continuity and surprising shifts. Euromonitor’s Top 100 Cities for 2024 lists Bangkok at the top with around 32 million international arrivals, followed by Istanbul, London and Hong Kong among the highest-ranking destinations. Regional dynamics matter: Europe remains the largest region for international travel, whereas Asia’s rising connectivity and intra-regional tourism continue to produce growth pockets. The UNWTO noted that by 2024 international tourism nearly reached pre-pandemic levels globally, and early 2025 data suggest continued growth in many urban centers.

There are several clear storylines in this data:

First, established global gateway cities — London, Paris, New York — retain their appeal because they continue to offer unmatched combinations of culture, shopping, museums and business services. These cities benefit from diversified demand and strong tourism ecosystems.

Second, airports and route expansions have aided cities that might once have been secondary options. Dubai’s ongoing expansion of airline connectivity and visa facilitation, combined with world-class airport experiences, has strengthened its global draw.

Third, cities in regions that have effectively managed pandemic recovery and invested in tourism infrastructure — from the Middle East to Southeast Asia — are seeing outsized gains. In many instances, destinations that aligned big events and marketing with competitive fares saw exceptional year-on-year growth.

Fourth, a clutch of cities that offer concentrated experiences — spiritual (Mecca), gaming and entertainment (Macau), beach resort gateways (Antalya, Cancun) — show strong returns because their offering is uniquely compelling.

Below we profile a selection of the cities that have been leading growth in recent reporting and explain the factors behind their success.

Bangkok: reinvention and regional magnetism

Bangkok’s rise to the top of Euromonitor’s 2024 rankings (c. 32 million international visits reported for 2024) is the product of a mix of affordability, flight connectivity and a dense offering of experiences that appeal across market segments. The city has long combined a reputation for vibrant street life, temples and nightlife with a surprisingly sophisticated MICE and luxury hotel scene. But what pushed Bangkok to the leading edge in 2024 was the rebound in Southeast Asian travel, competitive airfares, and a strong run of events that drew both leisure and business travelers.

The city is an example of how a destination can be both authentic and highly consumable. Markets, rooftop bars, culinary tours, high-volume low-cost hotels, and an enormous range of mid-tier hospitality options make Bangkok a place that scales: it can be a backpacker destination and a luxury shopping hub in the same day. Add to that robust intra-regional travel from Australia, India and the wider ASEAN region, and you see why the city recovered so strongly. Visa facilitation and promotional partnerships with airlines also helped maintain inbound volumes.

Istanbul: historical gravitas and a strategic crossroads

Istanbul’s strong performance in recent years — it consistently ranks in or near the top ten global city lists — is no surprise when you consider its unique geography and layered history. Straddling Europe and Asia, it is a cultural crossroads with centuries of monuments, bazaars and an urban fabric that is endlessly photogenic. Its growth in tourist numbers also reflects a broader shift: travelers are once again seeking destinations that combine authenticity and depth of cultural experience.

Istanbul benefits from a relatively favorable exchange rate (in certain periods), a strong domestic tourism rebound, and a calendar of cultural festivals that draw international audiences. The city has also invested in renovating key heritage sites and improving urban mobility, which helps sustain repeat visitation. Growth here is less about mega-events and more about steady value as a long-stay, culturally rich destination.

London and Paris: the staying power of classic gateways

London and Paris remain the apex predators of global city tourism for predictable reasons: they have world-class museums, shopping, dining, theater, historical landmarks and a deep ecosystem that supports tourism at all price points. Their appeal is multinational — they attract business travelers, leisure visitors, students, and people in search of cultural prestige.

What’s notable about London and Paris in the 2024–25 period is that they combined resurgence in long-haul flights with strong intra-Europe recovery. London’s role as a business center, plus major exhibitions and the continued appeal of British culture and fashion, have kept it in the top ranks. Paris’ unmatched draw for luxury shopping, cuisine, and art also makes it resilient. Both cities show that in tourism, scale and diversity of offerings act as a hedge against shocks.

Dubai: infrastructure, events and the global hospitality playbook

Dubai’s tourism renaissance is a study in strategic investment. The city’s aviation hub status — literally connecting Europe, Africa and Asia — and huge hotel capacity create scale, while its ability to host mega-events, from expos to sporting spectacles, keeps it in the headlines. Dubai has also perfected the art of curated experiences: desert safaris, luxury retail, and themed entertainment blend with more accessible options, making the city attractive for family travel and high-net-worth visitors alike.

Moreover, Dubai’s visa reforms, high-profile events and year-round warm weather have allowed it to attract both short-stay visitors and longer-stay 'digital nomad' segments. Its hospitality industry effectively uses promotions, loyalty partnerships, and bundled airfare+hotel deals to stimulate demand in shoulder seasons. For cities looking to grow tourism fast, Dubai is often cited as the playbook example. Recent industry commentary and local reporting suggest continued strong performance into 2025.

Tokyo: currency effects and cultural draws

Tokyo re-emerged strongly as a top city destination in late 2024 and into 2025, aided by favorable currency movements and renewed global interest in Japan. The depreciation of the yen made Tokyo more affordable for many foreign travelers, while pandemic-era pent-up demand for cultural and culinary travel drove arrivals. Beyond economics, Tokyo’s careful staging of cultural festivals, revamped urban attractions, and an increased number of flight connections helped push inbound numbers upward. Mastercard’s travel analyses in 2024-25 signaled that Tokyo was an important area of growth for outbound spending and inbound arrivals, reflecting both longer stays and high per-capita spending.

Mecca and Antalya: pilgrimage and leisure

Mecca is a special-case city where demand is driven by religious pilgrimage, which is often less elastic to broad-market shocks than leisure travel. Similarly, Antalya in Turkey benefits from a concentrated leisure market — beaches, resorts and package holiday flows that have exploded in recent years as Europe rebounds from pandemic travel hesitancy. These destinations highlight how specialized tourism models — religious tourism in Mecca; sun-and-sea package tourism in Antalya — can drive growth even when broader conditions are mixed.

Macau, Kuala Lumpur and Cancun: niche strengths

Macau has leveraged its gaming and entertainment industries, specializing in a particular type of high-spend traveler. Kuala Lumpur’s strong rebound in 2024 reflects improving intra-ASEAN connectivity and the city’s blend of culture and modern amenities. Cancun is a perennial favorite for North American travelers seeking beach vacations, and its visitor numbers reflect the durable demand for sun-and-sand escapes aligned with well-equipped resort infrastructure.

Beyond the top ten: surprises and rising contenders

Growth in tourism is not confined to capitals and mega-cities. Secondary cities and regional capitals have outpaced expectations because of improved air service, niche positioning, or rapid investments in hospitality and attractions. Cities that have built festivals, creative districts or unique local experiences are now on global itineraries. In recent years, destinations across Eastern Europe, Latin America and Southeast Asia gained traction by focusing on authenticity and experience-led tourism. The post-pandemic traveler often prefers “less crowded” alternatives, giving medium-sized cities an opportunity to outgrow their past.

Demand drivers: what’s powering growth now

If you look across the cities that led tourism growth, certain demand drivers repeat: connectivity, event calendars, affordability (exchange rates, low-cost carriers), marketing, visa facilitation, and safety. Another increasingly important driver is travel purpose diversification: business travel returned earlier than expected, and meetings, incentives, conferences and exhibitions (MICE) played a huge role in stabilizing many cities’ occupancy rates. Medical tourism and education-related travel also contribute to steady inflows.

The psychology of travel is equally relevant. Post-pandemic, travelers are seeking authenticity, experiences that feel meaningful, and a balance between relaxation and discovery. “Purpose-driven travel” — combining leisure with learning, volunteering, or wellness — has grown in influence and benefits cities that can offer immersive cultural programming and curated local experiences.

Finally, the role of digital platforms can’t be understated. Destination marketing is now a 24/7 digital job. Cities that have effective digital campaigns, influencer partnerships, and integrated tourist information services can amplify their appeal worldwide in a way that was not possible two decades ago.

The economic impact on host cities

Tourism growth is a double-edged sword. On the upside, visitor spending fuels hotels, restaurants, transport, cultural institutions and retail. Increased receipts boost municipal revenues via tourism taxes and indirect economic effects. On the downside, unchecked growth can strain local infrastructure, create housing pressures (particularly where short-term rentals compete with long-term supply), and result in cultural commodification.

Cities leading tourism growth often reinvest in infrastructure — upgrading airports, improving public transport, and enhancing public spaces. But the social cost is real: rising living costs in popular neighborhoods, crowding at landmarks, and environmental footprints. Smart cities try to balance visitor growth with quality-of-life measures for residents.

Sustainability and responsible tourism: a rising demand

Tourism is increasingly judged by sustainability credentials. Travelers — particularly younger cohorts — make choices based on a destination’s environmental policies, overtourism solutions and cultural sensitivity. Cities that promote sustainable transport options, green hotel certifications, waste reduction and community-led tourism initiatives convert these preferences into competitive advantage.

Best-in-class examples show how cultural heritage protection, limits on high-impact activities, and investing in off-peak tourism can spread benefit without degrading the local fabric. It’s a strategic reckoning: to remain desirable in the long term, leading cities must become better stewards of their culture and environment.

The role of events and mega-infrastructure projects

Hosting a global event — a World Expo, international sporting competition, or high-profile conference — can rewire tourist flows for years. The event attracts visitors initially and often leaves a tourism legacy in the form of improved infrastructure, hotels, and brand recognition. Cities that plan legacy use for stadiums, exhibition centers and transit infrastructure can capture long-term benefits. This is why you’ll see cities investing in convention centers, cultural districts and transit modernization as part of a broader tourism growth strategy.

Traveler segmentation: who’s visiting — and why it matters

Understanding demand means understanding travelers. The leisure traveler profile itself fragmented: luxury travelers (seeking bespoke experiences), budget travelers (value and price sensitive), adventure and experiential travelers (wanting authentic experiences), wellness travelers, family travelers, and ‘work-leisure’ travelers. Cities can grow faster if they offer varied experiences for multiple segments. For instance, a city with great museums and nightlife will attract culture-seeking younger travelers, while family-friendly attractions and high-quality hotels will ensure repeat visits from older cohorts.

Business travel — often higher-spend per capita — returned quickly and continues to underpin weekday occupancy in many leading cities. Education and medical travel have longer-term, more stable flows that smooth seasonality.

Policies shaping tourism growth: visas, taxes and incentives

Policy levers can have an outsized effect. Visa liberalization — such as e-visa programs or visa-on-arrival — lowers the friction of travel. Competitive taxation on tourism services, subsidies for convention hosting, and targeted airline route incentives are all tools cities and countries use to attract visitors. On the flipside, transient taxes on short-stay rentals or caps can temper unwanted growth in resident-tourist tensions. Smart policy balances incentives to attract visitors with safeguards for community well-being.

Infrastructure: airports, transit and last-mile hospitality

No city can scale tourism without efficient airports, reliable public transit and a hotel supply that matches demand. Investments in airport capacity, integrated rail links, and wayfinding have multiplier effects. For instance, adding direct long-haul routes to emerging source markets can open a city to new streams of travelers. Likewise, clean and safe public transport improves visitor satisfaction and can reduce the carbon footprint of tourism.

The digital dimension: visibility, bookings and reputation

Digital platforms have become the rubicon for tourism success. Destination pages, online reviews, social media buzz and rapidly updated itineraries influence traveler choices. Cities that curate their digital story — promoting lesser-known neighborhoods, public events and safety information — control the narrative and attract more sustainable visitor flows. Reputation management (responding to reviews, promoting local experiences) also matters more than ever.

Profiles of rising city contenders

Aside from the mega-city leaders, the tourism world is watching rising contenders that have improved connectivity and invested in niche experiences. From Tallinn to Tbilisi, Porto to Medellín, smaller cities have staged outsized returns by focusing on culture, gastronomy, and safety. For many travelers, the appeal of a ‘smaller city that feels like a discovery’ is strong, and tourism stakeholders in those cities have leaned into that sentiment, creating boutique hotel growth and local experience networks.

Challenges and risks: geopolitics, climate and pandemic lessons

Tourism remains vulnerable to shocks. Geopolitical tensions, health scares and climate events can reroute demand overnight. Coastal cities face sea-level and storm risks that may affect long-term viability. The pandemic taught destinations how quickly flows can stop and underlined the importance of resilient tourism models with local income sources. Diversifying tourism offerings, investing in insurance mechanisms, and building crisis-response capacity are now part of the responsible growth playbook.

City governance and resident engagement: avoiding backlash

A winning tourism strategy centers residents, not just visitors. Cities that neglect local needs risk pushback, protests and policy reversals. Effective governance involves community consultation, local hiring in hospitality, and revenue-sharing models that fund public services. Such approaches reduce the risk of “tourist fatigue” and ensure the economic benefits reach citizens.

MICE and the business travel multiplier

The meetings, incentives, conferences and exhibitions (MICE) sector has been a major catalyst for city tourism growth. Major conferences bring high-value delegates who spend on hotels, dining and transport while also generating global PR for the city. Cities with flexible convention spaces, hotels with conference capacity, and strong airline connectivity have a durable advantage in attracting repeat MICE business.

Case study snapshots: how cities engineered growth

A few instructive snapshots show how targeted strategies pay off:

• City A invested in a year-round calendar of cultural events and partnered with low-cost carriers to add routes. Results: a sustained 20% increase in shoulder-season occupancy over three years.

• City B focused on heritage conservation and small-business support, creating new walking routes and local tours that boosted small-restaurant revenues and distributed tourist spending beyond the city center.

• City C leveraged a biometric e-visa system to reduce arrival friction, increasing short-stay visitors by enabling weekend travelers to make last-minute plans.

These examples demonstrate that growth is rarely accidental: it results from strategic combinations of marketing, policy, infrastructure and community engagement.

The traveler experience: what visitors now expect

Today’s travelers expect more than just sights; they want seamless digital experiences, quick contactless payments, reliable Wi-Fi, curated local experiences, and options that reflect sustainability. They read reviews, seek recommendations, and expect local communities to welcome them without the negative externalities of mass tourism. Destinations that anticipate these expectations and design experiences accordingly enjoy stronger word-of-mouth and repeat visitation.

Quantifying growth: arrivals, receipts and spending patterns

Arrivals are the headline metric, but receipts (spending) and average length-of-stay tell richer stories. Some cities attract many low-spend short-stay visitors, while others host fewer but higher-spend tourists. High per-capita spend drives hotel revenue, retail sales and tax receipts more substantially than raw arrival numbers. UNWTO and other organizations report that while arrivals recovered to near-2019 levels, receipts in many markets have exceeded pre-pandemic levels due to higher per-trip expenditure — an encouraging sign for destinations focused on quality of tourism rather than volume alone.

The future of city tourism: outlook to 2030

Looking forward, the cities that will lead tourism growth are those that combine resilient infrastructure, diversified offerings, inclusive policies, environmental stewardship, and smart digital positioning. Emerging technologies — augmented reality experiences at heritage sites, blockchain-enabled loyalty programs, and AI for demand forecasting — will shape how cities market themselves and manage flows. Climate adaptation measures (coastal defenses, green urban planning) will be essential for seaside destinations.

The likely picture for 2030 is one of regional diversification (stronger intra-regional circuits), a mix of mega-city tourism balanced by experiential visits to smaller cities, and an increased premium on sustainability credentials.

FAQ

Q1: Which city had the most international arrivals in 2024?
Recent industry rankings like Euromonitor’s Top 100 list report Bangkok as the top city in 2024 with around 32 million international arrivals. These figures reflect a strong rebound and intra-regional travel dynamics.

Q2: Is global tourism fully recovered from the pandemic?
By 2024 the UNWTO reported that international tourism had nearly returned to pre-pandemic (2019) levels, and early 2025 data indicate continued growth in many regions — though recovery is uneven across destinations.

Q3: Which regions are growing fastest for city tourism?
Growth has been particularly strong in parts of Southeast Asia, the Middle East, and certain European leisure hotspots. Regional dynamics vary: Europe still records high aggregate arrivals, while Asia’s intra-regional travel has powered quick rebounds in specific cities.

Q4: Can smaller cities realistically compete with global capitals?
Yes. Smaller cities can grow quickly by offering authentic experiences, focusing on targeted segments (culinary, arts, eco-tourism), and investing in targeted air links and marketing. Many rising contenders have shown that with the right strategy, smaller cities can outpace larger peers in percentage growth.

Q5: How important are mega-events for tourism growth?
Very important for short-term spikes and long-term visibility if combined with legacy infrastructure planning. Events can create a tourism ‘halo effect’ if cities convert the attention into persistent improvements in services and attractions.

Q6: What role do low-cost carriers play in city tourism growth?
LCCs expand access to new markets by providing affordable routes; the addition of new LCC routes often correlates with rapid tourist volume growth, especially among younger or budget-conscious travelers.

Q7: Are sustainable practices becoming a deciding factor for travelers?
Increasingly yes. Many travelers, especially younger cohorts, prefer destinations that show credible sustainability initiatives. Cities that embed environmental protections and community-based tourism practices gain reputational benefits.

Q8: How do exchange rates affect city tourism?
Currency depreciation can make a city more attractive to foreign visitors by increasing purchasing power. Conversely, a strong home currency can deter inbound demand from price-sensitive markets.

Q9: How can cities avoid overtourism?
By diversifying tourism across neighborhoods, investing in off-season marketing, enforcing visitor caps at sensitive sites, promoting alternative routes and experiences, and engaging local communities in planning.

Q10: What are the biggest risks to continued tourism growth?
Geopolitical instability, climate impacts, public health crises, and infrastructure bottlenecks are the main risks. Additionally, a mismatch between tourist volume and local service capacity can cause reputational damage.

Q11: Which sectors benefit most from city tourism growth?
Hotels, restaurants, retail, transport, cultural institutions, event services, and small-scale local entrepreneurs — but the distribution of benefits depends on policies that ensure local inclusion.

Q12: Will business travel return to pre-pandemic levels?
Business travel recovered faster than many expected and remains an important stabilizer for city tourism. While certain work patterns have changed (remote work, hybrid meetings), in-person meetings and conferences retain value and are expected to grow with improved travel networks.

Q13: How do cities measure tourism success beyond arrival numbers?
By tracking receipts (tourist spending), length of stay, repeat visitation, job creation, and resident sentiment. Sustainability indicators and cultural preservation metrics are also increasingly important.

Q14: Are digital tools important for managing tourism growth?
Absolutely. Digital ticketing, real-time capacity management, targeted marketing, and data-driven planning help cities manage flows, enhance visitor experience and protect sensitive sites.

Conclusion

Cities are living organisms: they change as people move through them, breathe life into neighborhoods, and alter economic and social dynamics. The cities leading global tourism growth in 2024–25 demonstrate that success is multi-dimensional. It combines natural and cultural assets with connectivity, policy foresight, and the ability to build experiences that resonate with modern travelers. Bangkok’s affordability and connectivity, Istanbul’s historical depth, Dubai’s event-driven model, Tokyo’s cultural magnetism and favorable currency dynamics — each case teaches a lesson about growth that is simultaneously predictable (invest in infrastructure) and surprising (a viral moment can ignite a decade of interest).

As travelers, the renewed vibrancy of global cities is a boon. As residents, the challenge is to harness tourism’s benefits sustainably. And as planners and policymakers, the task is to design resilient systems that balance economic returns with quality of life.

Travel, at its best, is reciprocal: visitors take memories, and cities gain livelihoods and renewed purpose. The cities that will lead in the next decade are those that ensure that exchange is fair, enriching and mindful of the future.

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