When it comes to international arrivals, Asia Pacific clocked the highest numbers in 2025 (10%), of which Bangkok topped the list after welcoming 30.3 million visitors in 2025, reveals new data from Euromonitor International.
Taking second spot is Hong Kong (23.2 million), with Macao coming in fourth (20.4 million) and Kuala Lumpur closing off the top 10 list (17.3 million).
This momentum was mostly driven by visa relaxations, major infrastructure upgrades and high-profile cultural and sporting events, which strengthened connectivity and enhanced visitor experiences, said the global market research company.
Globally, the top five destinations in 2024 have continued to hold their spots for a second year: Paris, Madrid, Tokyo, Rome and Milan.
However, things might change next year for Tokyo, whose government is considering a flat 3% levy on accommodation rates. The country is also strategically steering Asian tourists towards lesser-explored destinations beyond Tokyo and other popular cities.
Related: Japan is directing travellers away from Tokyo
“Even amid economic headwinds and geopolitical uncertainty, global travel proved exceptionally resilient in 2025. International arrivals to the top 100 cities climbed 8% to 702 million, highlighting the ability of cities to adapt, innovate and deliver experiences that travellers continue to find irresistible,” said Nadejda Popova, global head of loyalty at Euromonitor International.