These are the 50 Most Loved Destinations, having earned the highest Tourism Sentiment Score.
For the second year, destinations around the world have been ranked to uncover those that are truly most loved.
These Leading Places are the 50 most loved destinations, based on annual data from 2025, according to what people really feel. No one has paid to be named. No surveys have suggested an answer. Word of mouth built this list, unprompted and unbiased. Each of these 50 destinations has earned the love and an impressive Tourism Sentiment Score. They are Leading Places, and that’s worth celebrating.
To be able to name the top 50, we kicked off 2022 with an intensive study of our Tourism Sentiment Index data — that’s 1.6 billion online conversations and content pieces publicly available about 21,330 global destinations. Our wealth of data makes this, to our knowledge, the most in-depth study of its kind.
Tourism Sentiment Index is cutting-edge technology purpose-built for tourism that applies the power of artificial intelligence to the challenge of extracting sentiment from human expression. It generates a novel quality indicator for destination marketing: Tourism Sentiment Score. This score is the result of our methodology refined over the years to best scan and interpret sentiment from massive volumes of content about travel.
COUNTING DOWN THE 50 MOST LOVED DESTINATIONS
| Rank | Destination | Country/State | Tourism Sentiment Score | Top Asset | Short Description |
| 1 | Maldives | 40.26 | Beaches | An archipelagic nation in the Indian Ocean, renowned for its luxurious overwater bungalows, crystal-clear turquoise waters, and vibrant coral reefs, making it a paradise for honeymooners and diving enthusiasts. | |
| 2 | Whitsundays | Queensland, Australia | 37.64 | Beaches | A stunning collection of 74 islands off the coast of Queensland, famous for the white silica sands of Whitehaven Beach and its proximity to the Great Barrier Reef, offering unparalleled sailing and snorkeling opportunities. |
| 3 | Sunshine Coast | Queensland, Australia | 37.25 | Beaches | A laid-back coastal region in Queensland, offering a mix of beautiful beaches, lush hinterland, and charming towns. It’s a haven for surfers, foodies, and those seeking a relaxed beach holiday. |
| 4 | Noosa | Queensland, Australia | 36.33 | Beaches | A stylish resort town on the Sunshine Coast, celebrated for its pristine beaches, the stunning Noosa National Park with its coastal walking trails, and a sophisticated dining and shopping scene. |
| 5 | Yarra Valley | Victoria, Australia | 36.18 | Winery & Vineyards | A premier wine region in Victoria, acclaimed for its chardonnay and pinot noir. Visitors can enjoy wine tasting at numerous cellar doors, fine dining, and scenic hot air balloon rides over the vineyards. |
| 6 | Margaret River | Western Australia, Australia | 35.84 | Winery & Vineyards | A renowned wine region in Western Australia, famous for its cabernet sauvignon and chardonnay. Beyond the wineries, it boasts stunning beaches, ancient caves, and world-class surf breaks. |
| 7 | Bora Bora | French Polynesia | 34.25 | Beaches | An iconic South Pacific island, famous for its turquoise lagoon, luxurious overwater bungalows, and the dormant volcano, Mount Otemanu. It’s a dream destination for romance and water-based activities. |
| 8 | Ibiza | Balearic Islands, Spain | 34.16 | Beaches | A Mediterranean island known for its vibrant nightlife and electronic music scene. However, it also offers serene beaches, charming villages, and a rich history, making it a destination with a dual personality. |
| 9 | Big Sur | California, United States | 33.91 | Scenery & Landscapes | A rugged and breathtaking stretch of California’s central coast, offering dramatic ocean views, redwood forests, and iconic landmarks like the Bixby Bridge. It’s a popular destination for road trips and nature lovers. |
| 10 | Cairns | Queensland, Australia | 33.87 | Diving & Snorkeling | A gateway to the Great Barrier Reef and the Daintree Rainforest, this vibrant city in Tropical North Queensland is a hub for adventure, offering everything from snorkeling and diving to rainforest tours and bungee jumping. |
| 11 | Perth and Kinross | Scotland, United Kingdom | 33.70 | Accommodation | A historic county in central Scotland, known as “Big Tree Country” for its magnificent forests. It offers a rich history with castles and ancient sites, alongside stunning lochs and mountains. |
| 12 | Barossa Valley | South Australia, Australia | 33.65 | Winery & Vineyards | One of Australia’s oldest and most famous wine regions, renowned for its bold shiraz. Visitors can explore historic wineries, indulge in gourmet food, and enjoy the picturesque rolling hills. |
| 13 | Queenstown | New Zealand | 32.74 | Scenery & Landscapes | The adventure capital of the world, set against the dramatic Southern Alps and on the shores of Lake Wakatipu. It offers a plethora of adrenaline-pumping activities, as well as stunning natural beauty. |
| 14 | Noosa | Queensland, Australia | 32.31 | Beaches | A stylish resort town on the Sunshine Coast, celebrated for its pristine beaches, the stunning Noosa National Park with its coastal walking trails, and a sophisticated dining and shopping scene. |
| 15 | Key West | Florida, United States | 32.14 | Restaurants & Dining | The southernmost point of the continental United States, this island city is known for its lively nightlife, historic sites, pastel-hued conch-style houses, and a laid-back, quirky atmosphere. |
| 16 | Seychelles | 31.89 | Beaches | An archipelago of 115 islands in the Indian Ocean, boasting some of the world’s most beautiful beaches with granite boulders, lush tropical forests, and rare wildlife. | |
| 17 | Bali | Indonesia | 31.08 | Beaches | An Indonesian island known for its forested volcanic mountains, iconic rice paddies, beaches, and coral reefs. It is a spiritual and cultural hub with a vibrant arts scene and numerous temples. |
| 18 | Maui | Hawaii, United States | 30.95 | Beaches | The second-largest of the Hawaiian Islands, offering a diverse landscape of stunning beaches, volcanic craters, lush rainforests, and the scenic Road to Hana. |
| 19 | Lake Como | Italy | 30.82 | Scenery & Landscapes | A stunning glacial lake in Northern Italy, known for its dramatic scenery, elegant villas, and charming lakeside towns. It’s a popular destination for relaxation, boating, and exploring the beautiful surroundings. |
| 20 | St. Moritz | Switzerland | 30.75 | Skiing & Snowboarding | A luxury alpine resort town in Switzerland’s Engadin valley. It has twice hosted the Winter Olympics and is famous for its world-class skiing, polo on a frozen lake, and glamorous atmosphere. |
| 21 | Kauai | Hawaii, United States | 30.56 | Beaches | Known as the “Garden Isle,” Kauai is the greenest of the Hawaiian Islands, with dramatic cliffs, lush rainforests, and stunning waterfalls. It’s a paradise for hikers and nature lovers. |
| 22 | Turks and Caicos | 30.12 | Beaches | A British Overseas Territory in the Atlantic, southeast of the Bahamas. It’s renowned for its Grace Bay Beach, luxurious resorts, and being a premier destination for diving and snorkeling. | |
| 23 | Bahamas | 29.86 | Beaches | An archipelago in the Atlantic Ocean, offering a wide range of experiences from the bustling resorts of Nassau and Paradise Island to the tranquil out-islands with their secluded beaches and clear waters. | |
| 24 | Santorini | Greece | 29.74 | Scenery & Landscapes | A volcanic island in the Aegean Sea, famous for its dramatic cliffs, whitewashed villages clinging to the caldera, and stunning sunsets over the sea. It’s a popular destination for romance and photography. |
| 25 | Jackson Hole | Wyoming, United States | 29.63 | Skiing & Snowboarding | A valley in Wyoming, nestled between the Teton and Gros Ventre mountain ranges. It’s a year-round destination, renowned for its challenging ski slopes, wildlife viewing in Grand Teton National Park, and rugged Western charm. |
| 26 | Scottsdale | Arizona, United States | 29.35 | Golfing | A desert city in Arizona, known for its upscale resorts, spa treatments, and numerous golf courses. It also has a thriving arts scene with many galleries and a historic Old Town with a Western feel. |
| 27 | Mykonos | Greece | 29.31 | Beaches | A Greek island in the Cyclades group, famous for its vibrant nightlife, picturesque whitewashed town, and beautiful beaches. It’s a popular destination for party-goers and those seeking a lively atmosphere. |
| 28 | Cape Town | South Africa | 29.29 | Scenery & Landscapes | A port city on South Africa’s southwest coast, on a peninsula beneath the imposing Table Mountain. It offers a rich history, diverse culture, stunning natural beauty, and a world-class wine region nearby. |
| 29 | Saint Lucia | 29.27 | Beaches | A volcanic island in the Caribbean, known for its dramatic Piton mountains, lush rainforests, and beautiful beaches. It offers a mix of adventure, romance, and relaxation. | |
| 30 | Park City | Utah, United States | 29.11 | Skiing & Snowboarding | A mountain town in Utah, famous for its ski resorts and as a host of the Sundance Film Festival. In the summer, it offers hiking, biking, and a charming historic Main Street. |
| 31 | Aspen | Colorado, United States | 28.98 | Skiing & Snowboarding | A year-round destination in Colorado’s Rocky Mountains, known for its high-end boutiques, restaurants, and world-class skiing. In the summer, it’s a hub for outdoor recreation and cultural events. |
| 32 | St. Petersburg | Florida, United States | 28.93 | Restaurants & Dining | A city on Florida’s Gulf Coast, known for its pleasant weather, vibrant arts scene with the Salvador Dalí Museum, and beautiful beaches. |
| 33 | Telluride | Colorado, United States | 28.87 | Skiing & Snowboarding | A former Victorian mining town in Colorado’s Rocky Mountains, set in a box canyon amid forested peaks. It’s known for its incredible ski terrain, historic downtown, and summer festivals. |
| 34 | Vail | Colorado, United States | 28.79 | Skiing & Snowboarding | One of the largest ski resorts in the world, located in the Colorado Rocky Mountains. It’s known for its vast and varied terrain, charming European-style village, and upscale amenities. |
| 35 | Austin | Texas, United States | 28.65 | Restaurants & Dining | The capital of Texas, known for its vibrant live-music scene, numerous parks and lakes, and a thriving food culture with a focus on barbecue and food trucks. |
| 36 | Savannah | Georgia, United States | 28.52 | Restaurants & Dining | A coastal Georgia city, separated from South Carolina by the Savannah River. It is known for its manicured parks, horse-drawn carriages, and antebellum architecture. |
| 37 | Key Largo | Florida, United States | 28.21 | Diving & Snorkeling | The first of the Florida Keys, this island is a self-proclaimed dive capital of the world. It is home to the John Pennekamp Coral Reef State Park and the Spiegel Grove shipwreck. |
| 38 | Fiji | 27.97 | Beaches | An archipelago of more than 300 islands in the South Pacific, famous for its friendly people, rugged landscapes, and pristine beaches with coral reefs. It’s a popular destination for family holidays and diving. | |
| 39 | Charleston | South Carolina, United States | 27.88 | Restaurants & Dining | A South Carolina port city founded in 1670, defined by its cobblestone streets, horse-drawn carriages, and pastel antebellum houses. It’s known for its rich history, well-preserved architecture, and renowned culinary scene. |
| 40 | Florence | Italy | 27.69 | Museums & Art Galleries | The capital of Italy’s Tuscany region, home to many masterpieces of Renaissance art and architecture. Its iconic sights include the Duomo, the Ponte Vecchio, and the Uffizi Gallery. |
| 41 | Asheville | North Carolina, United States | 27.56 | Restaurants & Dining | A city in western North Carolina’s Blue Ridge Mountains, known for its vibrant arts scene and historic architecture, including the dome-topped Basilica of Saint Lawrence. |
| 42 | Outer Banks | North Carolina, United States | 27.41 | Beaches | A string of barrier islands off the coast of North Carolina, known for their open-sea beaches, state parks, and shipwreck diving sites. It’s a popular destination for family vacations and outdoor activities. |
| 43 | Breckenridge | Colorado, United States | 27.35 | Skiing & Snowboarding | A Colorado ski town at the base of the Rocky Mountains’ Tenmile Range. It’s known for its Gold Rush history, Victorian-era architecture, and year-round alpine activities. |
| 44 | Napa | California, United States | 27.28 | Winery & Vineyards | A city in the heart of the Napa Valley wine region in California, known for its world-class wineries, gourmet dining, and the Napa Valley Wine Train. |
| 45 | Hilton Head Island | South Carolina, United States | 27.19 | Beaches | A Lowcountry resort town and barrier island in South Carolina. It’s known for its Atlantic Ocean beaches and golf courses. The Harbour Town Lighthouse and Museum marks the southwest tip. |
| 46 | Byron Bay | New South Wales, Australia | 27.12 | Beaches | A coastal town in the southeastern Australian state of New South Wales. It’s a popular holiday destination, known for its beaches, surfing, and scuba diving sites. |
| 47 | Miami Beach | Florida, United States | 27.07 | Beaches | An island city of South Florida, connected by bridges to mainland Miami. It’s known for its wide beaches, pastel-hued Art Deco buildings, and vibrant nightlife. |
| 48 | Banff | Alberta, Canada | 26.98 | Scenery & Landscapes | A resort town in the province of Alberta, located within Banff National Park. It’s known for its mountainous surroundings and hot springs. |
| 49 | Amalfi Coast | Italy | 26.87 | Scenery & Landscapes | A stretch of coastline on the northern coast of the Salerno Gulf on the Tyrrhenian Sea, located in the Province of Salerno of southern Italy. It’s known for its sheer cliffs and a rugged shoreline dotted with small beaches and pastel-colored fishing villages. |
| 50 | Exmouth | Western Australia, Australia | 26.69 | Diving & Snorkeling | A resort town on Western Australia’s North West Cape. It’s a gateway to Ningaloo Marine Park with its coral reefs, migratory whale sharks, and sea turtles. |
ABOUT LEADING PLACES
Leading Places are destinations that strive to be their best for residents, for visitors and for the parts of the world that they cover. The future of tourism needs Leading Places that make travel experiences rewarding and responsible in equal measure. We celebrate the Leading Places pursuing innovative, effective and thoughtful destination marketing and destination management. We provide data products to destination marketing organizations to help their progress towards being recognized by real people as Leading Places. We strive to support the tourism industry by publicly sharing what we can learn from Leading Places through the 100 Most Loved Destinations, posts on LinkedIn and tweets on Twitter.
METHODOLOGY FOR THIS STUDY
We uncovered the 50 Most Loved Destinations by using the methodology of Tourism Sentiment Index to review the destinations in our database.
Every day, Tourism Sentiment Index gathers more than 2 million pieces of content posted publicly online about global destinations of every level: countries, states, provinces, islands, cities, towns, regions and major parks. Our proprietary analysis produces a destination’s Tourism Sentiment Score®.
Tourism Sentiment Score is a measure of a destination’s ability to generate positive word of mouth about its tourism offering. It is an aggregate score that focuses solely on online conversations and content that reference or affect a potential traveller’s perceptions of a destination’s tourism offering.
To calculate the score, we collect all the conversations and content around a destination and, through natural language processing, filter to those that are driven by a destination’s tourism experiences or products. The remaining data is classified as positive, neutral or negative as artificial intelligence deciphers sentiment from human expression.
Our customers use the Tourism Sentiment Score to gauge current performance and to establish a benchmark to track over time. It is a reflection of each destination’s tourism industry, featuring an overall score and scores for up to 50 tourism assets that cover every known aspect of the travel experience (transportation, accommodation, attractions, events, etc.).