Osaka Surpasses Kyoto to Claim the Prestigious Title of the World’s Most Captivating and Culturally Rich Tourism City, Highlighting Japan’s Growing Influence as a Premier Global Travel Destination

Published on July 2, 2025

A Fresh Look at City Appeal Through the Tourist Lens

In 2025, a major shift in evaluating tourism destinations was introduced with the launch of the first-ever Yanolja Attractiveness Index. Rather than relying on traditional benchmarks like infrastructure, transportation, or government policy, this new approach centers on how tourists themselves perceive a city’s charm. The index was unveiled during a global seminar that focused on evaluating cities through the eyes of those who matter most—travelers.

The framework behind the index is built on two essential pillars: Tourism City Attractiveness, which measures positive sentiment, and Tourism City Reputation, which tracks how widely a destination is mentioned and discussed across digital platforms. These two elements offer a more human-focused and emotional understanding of what makes a city desirable.

Backed by research teams from Purdue University in the U.S., Kyung Hee University in Seoul, and a global travel institute, the study analyzed social media data from 191 cities across 14 languages. Data was gathered using real-time digital conversations, making it a rare case of combining big data with the psychology of modern travel.

Importantly, the index dissects a city’s appeal into four experiential dimensions:

• Beauty and Natural Scenery
• Culture and History
• Experiential Content
• Hospitality

These categories aim to capture not just what cities offer, but how visitors feel during their stay.

Japan’s Tourism Strength Shines in the Rankings

In a standout performance, Japan led the 2025 rankings with impressive consistency. Osaka emerged as the top-ranked tourism city in the world, moving up from 3rd place in 2024 to 1st this year. Meanwhile, Kyoto, which held the crown last year, moved down slightly to 3rd place.

The broader story reveals Japan’s dominance, with six cities making it into the top 20:

• Osaka (1st)
• Kyoto (3rd)
• Okinawa (10th)
• Fukuoka (11th)
• Tokyo (12th)
• Sapporo (18th)

This strong presence highlights Japan’s ongoing success in delivering rich, memorable experiences rooted in culture, aesthetics, and hospitality.

Elsewhere in Asia, the momentum was just as noticeable. Bangkok rose sharply from 16th to 7th, and Chiang Mai jumped from 61st to 20th, confirming that Southeast Asia is fast becoming a hotbed for immersive and emotional travel experiences.

Shifting Ground in the West

While some European staples held firm in the rankings—Paris took 2nd, London 6th, and Rome 8th—others saw a decline. Madrid slipped from 17th to 29th, and Barcelona dropped from 19th to 25th. This shift suggests that the traditional allure of well-known European capitals may be giving way to newer, more emotionally resonant destinations.

On the American front, cities like New York (4th), Washington D.C., Los Angeles, and Chicago continued to perform well. This reinforces the idea that major U.S. cities still command significant attention and emotional pull, but competition is rising from global cities that can offer more authentic or meaningful experiences.

How the Index Impacts the Future of Travel

The unveiling of the Yanolja Attractiveness Index sends a strong message to tourism stakeholders: emotions now matter more than infrastructure. In an age where travel is shared in real-time and through visuals, it’s no longer enough for cities to boast about airports or hotel capacity. They need to ask: What kind of story do visitors take home?

Tourism boards, hospitality providers, and city planners were encouraged to tap into what truly makes their destinations special. Whether it’s the warmth of local communities, deep cultural roots, or breathtaking landscapes, the ability to communicate emotional value is becoming central to a city’s competitive edge.

There’s also a clear signal for travel operators and marketing agencies: strategies must evolve. The study implies that future travel products and campaigns will be built around traveler sentiment, social media buzz, and personal storytelling—moving far beyond the brochures and checklists of the past.

The Rise of Emotion-Driven Tourism

Today’s traveler wants more than a vacation—they want connection. They’re choosing places that speak to their values, ignite their curiosity, or offer soul-stirring experiences. The report highlighted that even renowned destinations like Paris can’t afford to rest on past glories. Continuous reinvention is key to staying relevant in a fast-moving, emotionally charged travel market.

By contrast, cities like Bangkok, Chiang Mai, and Sapporo are capitalizing on the evolving expectations of tourists. With offerings that span everything from wellness retreats to vibrant local cultures and scenic escapes, these cities are positioning themselves at the forefront of experience-first tourism.

A Yearly Barometer for Global Tourism Trends

Plans are in place to make the Yanolja Attractiveness Index an annual publication, providing a pulse-check on how traveler preferences shift each year. Its creators see it as a vital tool for cities to monitor their standing and adjust their strategies in real-time.

The broader message is clear: cities that want to thrive in the future of tourism must focus less on concrete and more on connection. Building emotional bridges with visitors—not just physical ones—will define success in the modern travel economy.