By any global measure, the tourism race in 2025 has developed a distinctly Asian accent and for the first time, Seoul has muscled its way into the world’s top 10 most attractive city destinations.
Fresh data from Euromonitor International’s Top 100 City Destinations Index 2025 confirms what airlines, hoteliers and tourism boards across the region have sensed for months: Asia Pacific is now the fastest-growing tourism region on the planet, with inbound travel surging 10 per cent to more than 350 million international arrivals.
For Seoul, this is no small moment. Long admired for its technology, food and fashion muscle, South Korea’s capital has now converted global popularity into hard tourism currency, leaping two places from last year to claim a coveted top-10 berth.
It joins long-time regional heavyweights Tokyo, which secured third place globally, and Singapore, holding firm at ninth, as Asia entrenches itself at the elite end of world tourism.
“Even amid economic headwinds and geopolitical uncertainty, global travel proved exceptionally resilient in 2025,” said Nadejda Popova, Global Head of Loyalty at Euromonitor International.
“International arrivals to the top 100 cities climbed 8 per cent to 702 million, highlighting the ability of cities to adapt, innovate and deliver experiences that travellers continue to find irresistible.”
Bangkok leads as Asia tightens its grip.
The broader global leaderboard remains fiercely competitive. Bangkok topped the global rankings with 30.3 million visitors, ahead of Hong Kong, London and Macau, confirming that Asia’s gateway cities now outperform many traditional Western favourites in sheer volume.
Yet it is the steady re-shaping of the top 20 that tells the bigger story. Osaka (11), Taipei (15), Hong Kong (17), Kyoto (19) and Bangkok (20) further underline Asia’s growing dominance as the world’s most dynamic tourism theatre.
At the very top, old Europe still holds its crown. Paris remains number one for the fifth consecutive year, followed by Madrid, Tokyo, Rome and Milan. Paris alone welcomed more than 18 million international visitors in 2025, fuelled by its cultural appeal, robust infrastructure and increasingly rigorous sustainability agenda.
Why Seoul is surging
Seoul’s rise has been propelled by a potent mix of visa liberalisation, relentless infrastructure investment and the unstoppable export power of K-culture. Korean music, film, food and fashion now function as global tourism marketing tools in their own right — with streaming platforms quietly doing the work once carried by billion-dollar advertising budgets.
Major sporting events, upgraded airports, and expanded luxury hotel supply have also sharpened the city’s competitive edge, turning cultural fascination into measurable visitor flows.
Sustainability and smart cities reshape the contest
If visitor numbers reflect success today, sustainability will determine competitiveness tomorrow. The Euromonitor-Lighthouse partnership report makes clear that eco-credentials are no longer optional.
Spanish cities such as Madrid and Seville now lead Europe in sustainable urban tourism initiatives. At the same time, Helsinki and Oslo continue to set Nordic benchmarks in low-impact travel, green transport and carbon-conscious accommodation.
At the same time, artificial intelligence is rapidly reshaping the visitor economy. From New York’s smart-city tourism platforms to Bangkok’s fully digitised arrival cards, AI is now embedded in border processing, crowd management, personal itinerary design and real-time visitor flow analysis.
Infrastructure spend continues to separate the leaders from the laggards. Rome, Tokyo and Paris are pushing forward with extensive airport expansions and luxury hotel pipelines. At the same time, São Paulo has emerged as a surprise standout for the speed of its metro, freight and logistics upgrades.
“City destinations are entering a pivotal new era, marked by ambitious investment, rapid innovation and the widescale integration of AI,” Popova said.
“As cities compete for visitors, the focus is shifting towards sustainability, resilience and delivering meaningful, personalised experiences. The 2025 Index highlights those destinations that are not only thriving today but also setting the standard for the future of urban tourism.”
What it means for Australia
For Australia’s airline executives, hotel investors and tourism planners, the message is unmistakable. Asia is no longer simply the fastest-growing inbound market; it is now the pace-setter for the global tourism cycle itself.
Seoul’s arrival in the world’s top 10 sends a clear signal: emerging cultural capitals, backed by digital innovation and infrastructure capital, are now capable of overtaking traditional tourism powerhouses in remarkably short order.
With demand across North-East Asia rebounding faster than forecast, Australia’s tourism sector will increasingly find itself competing for the same long-haul discretionary traveller and the same investment dollars now flooding into the great Asian city hubs.
For further information, visit Euromonitor International – Top 100 City Destinations Index 2025.
by My Thanh Pham – (c) 2025
Read Time: 4 minutes.
About the Writer
My Thanh Pham has worn more travel hats than most luggage racks could hold. After taking a course in travel and tourism, she found herself deep in the business of arranging itineraries across South-East Asia, matching travellers to temples, beaches, and the occasional night train, with a knack for making the complicated look easy.
Not content with life behind the desk, she joined a Vietnamese airline, juggling reservations one day and the frontline bustle of the airport the next. It gave her a ringside seat to the theatre of travel: the missed flights, the joyous reunions, and the endless stories that airports never fail to serve.
These days, My Thanh has swapped ticket stubs for a writer’s keyboard at Global Travel Media. Her words carry the same steady hand she once brought to bookings, guiding readers through the rich, unpredictable world of travel.
