US, Japan, Vietnam, South Korea And Nha Trang Da Nang Achieve Remarkable Growth In Global Tourism Rankings, Cementing Their Status As Top Destinations
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In 2025, Nha Trang and Da Nang have made remarkable progress in the Global Tourism City Attractiveness Index, marking their rise as highly sought-after travel destinations alongside cities from the US, Japan, Vietnam, South Korea. This surge in rankings reflects their growing international appeal, enhanced tourism offerings, and increasing recognition on the global stage, positioning them as key players in Asia’s tourism landscape.
Yanolja Research’s latest report on the Global Tourism City Attractiveness Index for 2025 has revealed that Osaka, Japan, has taken the top spot, rising from 3rd place in 2024. This marks a significant shift in global tourism rankings, with Osaka overtaking Paris, which now holds the second position. Kyoto, New York, and Seoul round out the top five cities, further emphasizing the competitive nature of global tourism destinations.
In a remarkable achievement, Vietnam saw three of its cities listed in the top 50 of this year’s rankings: Nha Trang, which ranked 31st, Da Nang at 39th, and Hanoi at 41st. This is a notable improvement over the 2024 rankings, where Hanoi held the 35th position, while Da Nang and Nha Trang were ranked 46th and 47th, respectively. This rise reflects the growing tourism appeal of these Vietnamese cities as they continue to develop their tourism infrastructure and offerings.
Looking at Asia specifically, Nha Trang has emerged as one of the region’s top destinations in 2025, securing the 18th spot. Da Nang follows closely in 20th place, with Hanoi at 22nd and Ho Chi Minh City at 27th. These positions represent an overall improvement in comparison to the previous year. In 2024, Hanoi ranked 17th, Da Nang was in 22nd, Nha Trang was at 23rd, and Ho Chi Minh City held 26th place. This indicates a shift in the region’s travel dynamics, with Vietnam seeing a steady rise in global tourism rankings.
The Tourism Attractiveness Index measures the appeal of cities across a variety of categories, including Urban Beauty and Natural Landscape, Culture and History, Experiential Tourism Content, and Services and Hospitality. Each of these categories is evaluated through several sub-indices, which together contribute to the overall attractiveness score of each city.
Among the Vietnamese cities ranked, Nha Trang stood out for its high tourism experience score, ranking 18th in this category, the highest among the cities from Vietnam featured in the report. This achievement highlights Nha Trang’s growing reputation as a destination that offers memorable and diverse experiences for tourists. In the Service and Hospitality category, Hanoi ranked 20th, while Nha Trang, Ho Chi Minh City, and Da Nang were positioned at 33rd, 34th, and 36th, respectively. These rankings reflect the improvement in the quality of service and the hospitality offered in these cities, which has become increasingly important in attracting international visitors.
In terms of urban beauty and natural landscape, Nha Trang led the Vietnamese cities, ranking 38th, followed by Hanoi at 43rd and Da Nang at 49th. The city’s picturesque coastline, scenic views, and beautiful surroundings have been major factors in boosting its overall tourism appeal. On the other hand, Hanoi’s rich cultural heritage has propelled it to a strong ranking of 48th in the Cultural and Historical category, making it the only Vietnamese city to appear in the top 50 for this dimension.
The Global Tourism City Attractiveness Index is a collaborative initiative between the Yanolja platform (based in South Korea) and various research institutions. This index evaluates the tourism appeal of 191 cities worldwide, excluding those in the United States and China. The assessment is grounded in social data analysis, which captures the psychological and cognitive factors that influence tourists’ decisions when choosing a destination. By measuring how cities resonate with potential visitors, the index offers invaluable insights into global tourism trends.
Each city is assessed through a unified set of criteria, allowing for a clear comparison of their strengths and relative positions on the global tourism map. This standardized approach makes the index a useful tool for cities seeking to refine their tourism development strategies and position themselves more effectively in the competitive global market.
The practical applications of the Global Tourism City Attractiveness Index are multifaceted. For urban planners and tourism professionals, the index provides a powerful reference when developing policies and strategies aimed at enhancing their city’s tourism profile. Cities can leverage the findings to identify areas where they can improve and capitalize on their existing strengths, whether through infrastructure development, enhancing cultural offerings, or improving hospitality services.
From an academic perspective, the index contributes significantly to the field of tourism research, particularly in understanding travel behavior and destination evaluation. By focusing on the psychological and cognitive factors that shape tourists’ decisions, the index helps expand the knowledge base on how cities can attract and retain international visitors. This research has implications not only for the tourism industry but also for broader fields such as urban studies, economics, and cultural studies.
For the tourism industry, the index serves as a practical tool for businesses involved in tourism marketing and policy planning. It provides a clear understanding of where cities stand globally in terms of tourism attractiveness and highlights the areas where improvements can lead to higher visitor numbers and increased revenue. Moreover, by identifying trends and shifts in the rankings, the index helps businesses to anticipate future developments in the tourism landscape, allowing them to innovate and adapt their strategies accordingly.
In 2025, Nha Trang and Da Nang have surged in the Global Tourism City Attractiveness Index, alongside cities from the US, Japan, and South Korea, reflecting their growing global appeal and rising status as must-visit destinations.
In summary, the Global Tourism City Attractiveness Index provides a comprehensive and insightful look into the factors that make cities attractive to tourists. By evaluating cities across a range of categories and offering a unified set of rankings, it serves as an invaluable tool for both cities and businesses aiming to enhance their tourism strategies and achieve greater success in the global market.
