09.09.2026. 21:05h
When choosing a city to travel to, we are often drawn to its name first. New York, Paris, London and Rome have had the advantage for decades because we recognize them before we open the map. The new Global Tourism City Attractiveness Index for 2026 tried to measure something else: not just how famous a city is, but what emotions and impressions travelers associate with the actual experience of staying there. The result shows that reputation opens doors, but that memories are made on the street.
In the overall ranking, which combines recognition and appeal, the top five places were taken by New York, Paris, Osaka, Kyoto and Seoul. However, when looking at the appeal of the experience alone, Osaka is first, Kyoto is second and New York is third. Seoul is fourth, while Paris is fifth. This does not mean that one city is objectively “more beautiful” than another, but rather that travelers’ conversations about Japanese and Korean destinations are particularly positive in relation to their level of global fame.
The survey was prepared by Yanolja Research, Purdue University’s CHRIBA Institute, and Kyung Hee University’s think tank. Public conversations on social media were analyzed in 14 languages, and cities were rated based on their recognizability and four types of attractiveness: nature and landscape, culture and history, amenities and experiences, and hospitality. This year’s survey included 261 cities, more than the previous edition.
For travelers, the most interesting gap is between familiarity and enjoyment. Osaka was only eighth in global recognition, but first in attractiveness; Kyoto was tenth in familiarity, but second in attractiveness. A similar pattern was observed in cities such as Nagoya, Fukuoka, Yokohama, and Sapporo. Their advantage is not just a single landmark, but a combination of food, accommodation, shopping, nature, service, and a sense that the city is easy to experience.
The list is not a universal verdict on where everyone will have the best time. Social media analysis depends on who posts, on which platforms, and in which language; virality, internet accessibility, and the habits of different markets can all influence the picture. The index is therefore best read as a map of travelers’ current emotions, not as a substitute for budget, season, visa regime, crowds, or personal interests.
The practical lesson is that planning shouldn’t stop at the most famous name. When comparing two cities, ask how easy it is to get around, what the experiences are like outside of the main attractions, how much accommodation and food cost, and what visitors really remember. Sometimes the city that’s third on the poster can be the first in the story you’ll tell upon your return.
Article prepared with the support of AI tools.
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