The hospitality and tourism sector in Spain is poised to enjoy another fortunate year, as tourism experts around the globe set their eyes on major urban centers. While the insights may not come directly from National Geographic Viajes, they do come from a reputable source: Euromonitor International, which has released its highly anticipated list of the best cities to visit in 2025. The ranking paints an optimistic picture for urban tourism, and Spain is prominently featured among the world’s elite travel destinations.
Paris Takes the Crown: A French Icon Reimagined
Coming in at number one, it’s no surprise that Paris, the City of Light, has secured the gold medal. This beloved European capital has long been a global tourism powerhouse, with millions flocking to its romantic avenues, historical monuments, and legendary cuisine. In 2024, Paris experienced a staggering 34% increase in visitors, welcoming more than 70 million tourists—an all-time high.
This impressive spike was fueled in part by two major events: the 33rd edition of the Olympic Games and the long-awaited reopening of Notre Dame Cathedral. These cultural milestones revitalized interest in an already iconic destination. Tourists were also drawn to landmarks like the Eiffel Tower, the Moulin Rouge, and artistic neighborhoods such as Montmartre.
Museums and historic sites played a crucial role in Paris’ tourism resurgence. The Louvre, home to the Mona Lisa, along with the Arc de Triomphe and Sacré-Cœur Basilica, remained at the top of every visitor’s list. With its elegant blend of old-world charm and modern attractions, Paris reasserts itself as a must-visit capital.
Madrid Claims Silver: A Rising Star in Responsible Tourism
Madrid, the vibrant capital of Spain, has climbed to second place in Euromonitor’s ranking—one spot higher than last year. This achievement highlights Madrid’s growing appeal as a premier travel destination, edging out other popular Spanish cities like Seville and Barcelona.
What sets Madrid apart in 2025 is its robust sustainability strategy and clear commitment to responsible tourism. Experts point to the city’s improved transportation infrastructure, eco-conscious policies, and promotion of local experiences as key drivers of its rising popularity. These initiatives not only enrich the traveler’s experience but also ensure a balanced relationship between tourism and local life.
The Madrid Chamber of Commerce reports that over five million international tourists visited the city in the past year, marking a 31.2% increase compared to previous years. Visitors are drawn to Madrid’s rich cultural heritage, dynamic nightlife, world-class art museums like El Prado and Reina Sofía, and a gastronomic scene that combines traditional Spanish cuisine with cutting-edge culinary innovations.
From its royal palaces to its bustling plazas, Madrid offers a mix of history, modernity, and warmth that few cities can match.
Tokyo Takes Bronze: Asia’s Beacon of Innovation
Coming in third is Tokyo, Japan’s electrifying capital. This marks the highest-ranked non-European city on the list, and with good reason. Tokyo has always fascinated travelers with its futuristic skyline, unparalleled food culture, and deep-rooted traditions. In 2025, the city takes center stage as the best destination outside of Europe.
Experts from Euromonitor highlight Tokyo’s strength as a hub for corporate events and conferences, which has boosted its status in business tourism. Moreover, the devaluation of the Japanese yen made the city a more affordable option for international travelers, encouraging many who had hesitated to finally make the journey.
Whether you’re exploring the serenity of Meiji Shrine, the chaos of Shibuya Crossing, or indulging in the freshest sushi at Tsukiji Market, Tokyo delivers an unforgettable blend of ancient and ultramodern experiences. It’s a city that demands to be seen, at least once in a lifetime.
Rome, Milan, and New York Round Out the Top Six
Following Tokyo, the list includes two other culturally rich Italian cities—Rome and Milan—in fourth and fifth positions. Rome, with its awe-inspiring ruins like the Colosseum and Roman Forum, continues to be a symbol of classical antiquity and religious significance. Milan, known for its fashion scene and architectural masterpieces such as the Duomo di Milano, offers a refined and elegant urban experience.
In sixth place is New York City, the only North American city to crack the top ten. Often referred to as “The City That Never Sleeps,” NYC remains a global magnet for arts, finance, and innovation. From Central Park to Broadway, and from Wall Street to Harlem, the city’s cultural diversity and nonstop energy make it perennially attractive to travelers of all ages.
Spain’s Hospitality Sector: Ready for a Booming 2025
Spain, in particular, is poised to reap significant benefits from the ongoing boom in tourism. Cities like Madrid are not the only ones enjoying renewed interest. Across the country, from Andalusia to the Basque Country, there is a noticeable uptick in both domestic and international travel.
This growing attention reflects a broader trend: travelers today are looking beyond crowded destinations and seeking authentic, meaningful experiences. Spain offers just that—with its centuries-old traditions, unique regional identities, and an unmatched culinary landscape.
In fact, even small towns are gaining recognition. Places like La Alberca in Salamanca—recognized as the first historic-artistic site in Spain—and Sallent de Gállego in Aragón—boasting one of the highest bar-to-resident ratios—are drawing curious tourists eager for off-the-beaten-path adventures.
Final Thoughts: A Shift Toward Purposeful Travel
The new ranking by Euromonitor International shows a clear pattern: travelers are no longer just chasing monuments and selfies. They are looking for sustainable, enriching journeys that allow them to connect with a place on a deeper level. Cities like Madrid exemplify this shift by adopting tourism models that prioritize long-term value over short-term volume.
Paris, Madrid, and Tokyo may have different cultures, climates, and languages, but they share a common vision—offering world-class travel experiences that evolve with the needs of a global audience. With cities worldwide stepping up to meet the demands of modern tourism, 2025 is shaping up to be an exciting year for both travelers and the destinations that welcome them.
As we look ahead, one thing is clear: the world is ready to explore again—and the cities that best balance innovation, tradition, and sustainability will lead the way.