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[Yanolja Research Insights] Vol.30 Yanolja Attractiveness Index: Measuring the Attractiveness of Global Tourism Cities

Global Tourism City Attractiveness Index 2025: Uncover What Makes Top Destinations Irresistible



The Rise of Experience-Driven Travel

  • Tourism trends have shifted dramatically: travelers today seek immersive, emotional journeys rather than just infrastructure and visitor volume.
  • Cities must now win both the minds and hearts of visitors, with authentic experiences and lasting memories leading the way.

How Attractiveness Is Measured

  • The Attractiveness Index combines two critical dimensions: Reputation (how visible and talked-about a city is) and Attractiveness (how positively travelers view and feel about their experience).
  • Four main pillars shape a city’s allure:
    • Urban Aesthetics & Natural Scenery
    • Culture & History
    • Experiential Tourism Contents (food, shopping, activities, events)
    • Hospitality (friendliness of locals and service providers).

Key Learning From 2025 Rankings

  • Japanese cities, especially Osaka, Kyoto, and Tokyo, dominated this year’s top ranks thanks to their blend of nature, culture, and exceptional hospitality.
  • Paris held its global reputation for culture, but cities focusing only on heritage faced stiff competition from experience-rich rivals.
  • Emerging Asian destinations, such as Bangkok and Chiang Mai, gained momentum with innovative and balanced offerings. Korean cities—Seoul, Jeju, and Busan—climbed high as food, shopping, and improved hospitality drove their appeal.

What This Means for Cities, Brands, and Visitors

  • Data-driven strategies now guide destination marketing and service innovations, helping cities target exactly what travelers value most.
  • Moments of genuine kindness and memorable service are as important as world-famous landmarks.
  • Cities and brands that listen and adapt to travelers’ real feedback will thrive in tomorrow’s tourism marketplace.


Discover the full city rankings, detailed analytics, and actionable insights on how global travel is changing—visit the official website for complete results and strategies.

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Location: Seoul, South Korea

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