Paris leads Euromonitor International’s latest Top 100 City Destinations Index for the fifth straight year, while Kuala Lumpur secures a coveted top 10 spot for global arrivals, underscoring Southeast Asia’s surging travel momentum.

Paris has once again held on to its crown. For the fifth consecutive year, the French capital has been named the world’s most attractive city in Euromonitor International’s Top 100 City Destinations Index, reaffirming its unmatched pull among global travellers. With more than 18 million visitors in 2025, Paris benefited from the reopening of Notre Dame, record sports tourism following Paris Saint-Germain’s Champions League victory, and a long-standing commitment to tourism readiness.

The index, compiled annually by Euromonitor, evaluates cities across tourism infrastructure, sustainability, economic performance, health and safety, and overall policy strength. Europe continues to dominate the upper tier, but Asia-Pacific has made a notable surge this year, signalling shifting travel dynamics.

EUROPE HOLDS STRONG, BUT ASIA RISES

Europe placed six cities in the top 10 – a reminder of the continent’s enduring appeal and well-developed tourism systems. Madrid climbed into the No. 2 position, with Rome and Milan following at No. 4 and No. 5. Amsterdam and Barcelona also remained firmly in the top 10.

London, however, continued its slide. Once a perennial favourite, it has now dropped to No. 18, squeezed between Hong Kong at No. 17 and Kyoto at No. 19. Despite ranking No. 4 globally for tourism infrastructure, London scored considerably lower in areas like sustainability, health, and policy direction.

Asia-Pacific’s results tell a different story. Tokyo claimed the No. 3 spot globally, supported by sustained investments into airport capacity, including Narita’s planned third runway. Singapore and Seoul also secured top 10 rankings, reinforcing the region’s continued strength as international travel accelerates.

New York, once again the highest-ranked American entry at No. 6, remains the only US city in the global top 10. Los Angeles, rising to No. 13, led American gains following major tourism investments and its role in hosting several FIFA Club World Cup matches.

BANGKOK STILL THE KING OF INTERNATIONAL ARRIVALS

Although Paris topped the index for the world’s most appealing cities, the title for sheer visitor volume once again went to Bangkok. Euromonitor projects 30.3 million international arrivals in 2025 – more than any other city worldwide. Hong Kong followed at 23.2 million, with London, Macao, and Istanbul rounding out the top five.

Kuala Lumpur deserves particular attention, though perhaps with a small asterisk. Ranked No. 10 for international arrivals, Malaysia’s capital welcomed an estimated 17.3 million visitors in 2025. It is an impressive achievement, placing KL in elite global company and highlighting the city’s continued evolution as a regional gateway.

At the same time, it must be noted that by some counts, nearly half of Malaysia’s inbound international volume originates from Singapore, which is important context when assessing overall long-haul appeal relative to other global destinations. For Kuala Lumpur specifically, exact numbers aren’t available, but experts estimate KL’s inbound international visitors come from Singapore at a rate of about 25-30%. Still, even with this caveat, Kuala Lumpur’s inclusion in the global top 10 underscores its rising visibility and improving tourism ecosystem.

GLOBAL TRENDS: VALUE OVER VOLUME

Experts suggest that Paris’s long-standing dominance comes down to consistency. The city has invested heavily in urban mobility, world-class museums, upgraded public facilities, and sustainable tourism frameworks. The reopening of Notre Dame after extensive restoration work was a significant draw this year, while PSG’s record-breaking football achievement added another tourism surge. Crucially, Paris performs strongly across all categories measured by Euromonitor, not just arrivals or infrastructure.

Beyond rankings, Euromonitor notes several broader shifts shaping travel decisions in 2025. After years of battling overtourism, cities are rethinking their strategies. Instead of courting ever-growing visitor numbers, many destinations are targeting travellers who spend more time, engage responsibly, and contribute more meaningfully to local economies.

Security concerns, higher operating costs, and the rising adoption of electronic travel authorisation systems are also influencing travel patterns. The UK, US, and soon the European Union have introduced or increased travel fees. Japan is studying similar measures, including higher visa charges and a potential digital authorisation system expected by 2028.

For travellers, these changes may increase the cost and complexity of international trips, but for destinations, the long-term goal is stability, improved visitor distribution, and a better match between tourism benefits and real local needs.

WHAT KL’S TOP 10 ARRIVALS RANKING REALLY MEANS

Kuala Lumpur’s position among the world’s busiest arrival hubs highlights Malaysia’s continued post-pandemic recovery and strong connections across ASEAN. The city’s modern aviation links, well-priced accommodation, lively dining scene, and increasingly polished branding have all contributed to its elevated status.

However, as mentioned, it is worth acknowledging the structure of that volume. Singapore remains Malaysia’s largest single source market by a wide margin, though that’s for the country as a whole, not just KL. Although this may inflate the most-cited numbers, it’s still indicative of international visit, and also reflects Malaysia’s role as a convenient, affordable, and accessible short-break destination, which of course also includes its popular capital city. Additionally, with more long-haul efforts underway, particularly through Tourism Malaysia’s campaigns in the Middle East, South Asia, and Europe, along with the highly anticipated Visit Malaysia 2026 efforts almost here, KL may build on this position over 2026 and the next several years.

Sources: Euromonitor International, CNN Travel, Tourism Malaysia, Paris tourism authorities