London, Tokyo, and Paris Continue to Shine as Top Global Destinations in 2025, with Other Cities Like Punta Cana and Marrakech Seeing Significant Growth

Published on December 23, 2025

In 2025, London, Tokyo, and Paris remain at the forefront of global tourism, continuing to attract millions of visitors from around the world. These iconic cities maintain their top spots due to their rich cultural heritage, world-class attractions, and strong infrastructure, which cater to both leisure and business travelers. London benefits from its historic landmarks and dynamic business environment, Tokyo captivates with its blend of modernity and tradition, and Paris stays beloved for its timeless allure. Meanwhile, emerging destinations like Punta Cana, Marrakech, and others are seeing significant growth, driven by their appeal as year-round vacation spots, vibrant local cultures, and expanding international flight routes, signaling a global shift in travel preferences. This blend of established and rising destinations highlights the diverse dynamics shaping the travel industry in 2025.

Global Travel Trends in 2025: Stability and Growth Across Key Markets

Demand for both leisure and business travel remains steady in 2025, with key regions and destinations continuing to show resilience and growth, according to a comprehensive analysis by ForwardKeys, a leading provider of global airline booking data. The insights, based on international travel patterns, indicate that while global tourism faces challenges, strong demand continues in key cities and regions.

Top Destinations for 2025: Consistent Popularity of Global Hubs

London maintains its position as the world’s most visited destination for 2025, holding onto its crown as the leading global city for tourists. The city benefits from its well-established reputation as a business and cultural hub. Tokyo follows closely behind, showing a notable +2.3% increase in visitor numbers, signaling Japan’s recovery and sustained appeal. Meanwhile, Paris climbed to third place with a +2.0% rise, underlining its ongoing appeal among leisure and business travelers alike.

These shifts highlight the stability of major metropolitan cities in global tourism, where the mix of business events, tourism, and cultural attractions continues to drive visitor numbers. ForwardKeys’ analysis suggests that the demand for well-established international destinations remains steady, with a significant portion of travelers either returning to or newly visiting these iconic cities.

Rising Stars: Madrid and Alicante Lead the Growth Pack

In terms of growth, Madrid and Alicante stand out as the top performers, each recording a substantial +10% rise in visitor numbers compared to the previous year. Madrid’s robust international appeal is driven by its vibrant cultural scene and its position as a key European business center. Similarly, Alicante’s growth signals increasing interest in Spain’s coastal regions, further cementing the country as a top destination for sun-seeking travelers.

Punta Cana, in the Dominican Republic, also saw a noteworthy +9% increase, reinforcing the rising popularity of long-haul leisure destinations. Dubai and Marrakech followed closely behind, each posting an 8% growth. These cities’ offerings, from luxury experiences to lifestyle tourism, remain in high demand, demonstrating the continued appeal of destinations offering unique city-break experiences.

Asia-Pacific: North Asia’s Impressive Recovery

The Asia-Pacific (APAC) region showed significant recovery, led by North Asia. Okinawa’s tourism sector grew by a remarkable +36%, reflecting a rebound in the Japanese island’s appeal. Beijing and Shanghai followed closely with +29% and +27% growth, respectively, illustrating China’s continued recovery in global tourism. Guangzhou also saw strong growth at +26%, signaling a broader trend of increasing demand for mainland China’s cities as key international travel hubs. This uptick is largely attributed to the resurgence of both outbound and inbound tourism in China, following the easing of travel restrictions.

Business Travel: Shanghai and Tokyo Lead the Charge

The business travel sector has shown encouraging signs of recovery in 2025, with Shanghai emerging as the fastest-growing destination for international business travelers, experiencing a +10% growth in demand. Tokyo, already a strong player in the business travel market, further strengthened its position with a +9% increase. Madrid holds onto its place among the top business destinations, maintaining a 2.2% share of global business travel, while seeing a +5% growth compared to 2024.

These figures highlight the continued strength of Asia as a dominant player in business tourism, with cities such as Shanghai and Tokyo leading the way in hosting major corporate events, conferences, and international meetings.

Market Insights and Future Outlook

ForwardKeys’ research shows that 2025 will be marked by stable demand for international air travel, with a strong emphasis on well-established global hubs and high-growth leisure destinations. The data also underscores a robust return for the APAC region, with North Asia showing the strongest recovery. As global aviation continues to adjust, Europe and Asia remain key regions in driving the growth of both leisure and business tourism. Cities like London, Tokyo, and Madrid continue to capture the lion’s share of visitors, while emerging destinations like Alicante and Punta Cana are establishing themselves as mainstays in the global tourism market.

As we move further into 2025, business travel will continue to recover, and the global appetite for city breaks and long-haul vacations will persist, driven by strong demand for cultural, business, and luxury experiences.

Conclusion:

In conclusion, 2025 marks a year of continued growth and resilience for global tourism, with iconic cities like London, Tokyo, and Paris maintaining their positions as the top destinations for travelers worldwide. These cities continue to attract a steady stream of both leisure and business visitors, solidifying their status as key global hubs. Meanwhile, emerging destinations such as Dubai, Punta Cana, and Marrakech are experiencing remarkable growth, fueled by increased connectivity, new attractions, and a heightened desire for unique travel experiences. This trend highlights the dynamic nature of the global tourism market, where established destinations and up-and-coming cities alike contribute to a robust recovery and evolving travel preferences. As travel demand stabilizes, the diversification of global tourism and the rise of lesser-known destinations are reshaping the future of the industry, making 2025 a pivotal year in the world of international travel.