Best Countries to Visit in 2025: Global Attractivity Index Ranking

In a global context marked by the rebound of international tourism and shifting traveler priorities, measuring countries’ tourism attractiveness has become a strategic tool. The Attractivity Index 2025, an exclusive barometer published each year by HelloSafe, offers a synthetic, comparative view of destinations across five key dimensions: tourism offer, experience, accessibility, image and sustainability. The index is designed to identify each territory’s structural strengths and weaknesses, as well as to anticipate emerging trends shaping global tourism competitiveness. It is aimed both at public decision-makers and travel industry professionals who want to base their strategies on up-to-date, data-driven insights.

In 2025, France, Spain and the United States are the world’s most attractive destinations

The Top 25 of the Attractivity Index highlights the most competitive destinations worldwide in terms of overall tourism appeal. Unsurprisingly, France (90.0) leads the ranking, driven by its exceptional cultural, gastronomic and scenic heritage. It is closely followed by Spain (89.8), the United States (89.5) and Italy (89.3), all of which confirm their status as major global tourism powerhouses.

In Asia, Japan (88.6) and Singapore (88.5) stand out thanks to their organizational excellence, safety and rich blend of urban and cultural experiences. In Oceania, New Zealand (88.0) and Australia (86.8) attract travelers with their spectacular natural environments and high-quality hospitality. European countries such as Switzerland (87.5), the United Kingdom (87.0), Germany (86.0), the Netherlands (85.1), Austria (84.2) and Iceland (84.7) confirm the strength of the tourism offer across the continent.

French Polynesia (85.0) also performs strongly as an emblematic “dream island” destination, while countries focused on sustainability and quality of life such as Canada (83.5), Greece (83.0), Monaco (83.0), Norway (82.7), Hong Kong (82.2), the Maldives (82.0), Portugal (82.0), Thailand (81.9), Denmark (81.5) and Croatia (80.3) are clearly gaining ground. This Top 25 illustrates a balance between tradition, innovation and sustainability — the new pillars of global tourism competitiveness.

Southern European countries lead the list of Europe’s most attractive destinations

The European Top 10 of the Attractivity Index showcases the continent’s dominant position in global tourism, combining cultural wealth, robust infrastructure and a wide variety of experiences. At the top of the ranking, France (90.0) and Spain (89.8) confirm their leadership with outstanding heritage, world-renowned gastronomy and extremely diversified tourism offers. Italy (89.3) completes this Mediterranean trio, where lifestyle and culture are central to tourism appeal.

Further north, Switzerland (87.5), the United Kingdom (87.0) and Germany (86.0) stand out for the quality of their services, high safety standards and strong positioning in urban and business travel. The Netherlands (85.1) and Austria (84.2) confirm the competitiveness of Europe’s core, while Iceland (84.7) and Greece (83.0) embody two complementary poles: nature and sustainability on one side, culture and authenticity on the other. Overall, the ranking underlines Europe’s ability to blend tradition and innovation to remain the world’s leading tourism region.

Seychelles, Mauritius and Morocco: the top three most attractive destinations in Africa

The African Top 10 highlights the continent’s diversity and tourism potential. Seychelles (80.0) stands out with its postcard-perfect landscapes and high-end beach tourism, while Mauritius (72.0) and Morocco (71.1) offer a blend of coastline, culture and historical heritage. Southern Africa is well represented with South Africa (70.9), Namibia (66.4) and Botswana (60.8), which attract visitors with safaris and preserved wilderness. Kenya (62.9) and Tanzania (65.5) confirm the central role of safaris and adventure tourism in the region. Finally, Egypt (66.9) and Tunisia (58.3) illustrate North Africa’s appeal for both cultural and seaside tourism. Overall, the ranking reflects a balance between nature, heritage and unique experiences across the continent.

East Asia tops the list of the most attractive destinations in Asia

The Asian Top 10 reveals a region where tradition, innovation and service excellence come together. East Asia dominates the ranking with Japan (88.6), known for its culture, safety and world-class tourism infrastructure, and Singapore (88.5), a benchmark for modern urban tourism. Hong Kong (82.2) rounds out this trio with its dense urban and cultural experiences. The Maldives (82.0) and Thailand (81.9) embody beach and experience-driven tourism in the region.

Countries in South and Central Asia such as India (72.5), China (74.0), Jordan (63.3), Kazakhstan (50.0) and Kyrgyzstan (50.8) reflect an expanding tourism offer driven by heritage, adventure and cultural diversity.

Mexico and Costa Rica: the two most attractive Latin American countries for tourism

The South and Central American Top 10 shows a continent where adventure, culture and nature combine to captivate travelers. Mexico (77.8) and Brazil (76.4) lead the way thanks to their rich cultures, varied landscapes and mature tourism infrastructure. Costa Rica (77.2) stands out as a leader in sustainable and biodiversity-focused tourism. Argentina (73.6), Chile (72.1) and Peru (75.4) highlight the strength of experience-based and nature tourism, particularly in the Andes and the Amazon.

Uruguay (68.4) and Colombia (65.9) confirm the rise of attractive but less traditional destinations. Ecuador (61.0) and Bolivia (56.3) complete the ranking, offering unique experiences in remarkably rich natural and cultural environments.

Methodology

1. Purpose of the index

The Attractivity Index is designed to assess and compare the perceived tourism attractiveness of countries worldwide. It provides a composite score out of 100 that combines both objective factors (infrastructure, safety, accessibility) and more qualitative elements (traveler experience, brand image, sustainability).

2. Index structure

The assessment is based on five main dimensions, each weighted according to its estimated influence on travelers’ overall decision-making.

3. Data sources

Scores for each dimension are derived from a consolidation of international datasets (both objective and subjective), complemented by expert analysis. Key sources include:

• International organizations: UN Tourism (formerly UNWTO), World Bank, World Economic Forum, UNESCO, IATA.
• Global indices: Global Peace Index, Environmental Performance Index, Sustainable Travel Index, World Happiness Report.
• Flow and perception data: international arrivals, TripAdvisor Insights, Google Travel Trends, and major social networks (Instagram, TikTok, etc.).
• Sector expertise: cross-checked evaluations by travel experts, guidebook publishers and operators (Lonely Planet, National Geographic, and others).

4. Calculation method

Each country receives a raw score out of 100 for each of the five dimensions, calculated from normalized indicators (z-scores or linear scales). These scores are then weighted according to the coefficients defined above. The final score corresponds to the weighted average of the five components:

Final score = (T × 0.40) + (E × 0.20) + (A × 0.15) + (P × 0.10) + (S × 0.15)

where:
T = tourism offer
E = experience & strengths
A = accessibility
P = perception & image
S = safety & sustainability

A qualitative calibration is then applied to factor in recent dynamics such as new trends, geopolitical developments, health crises and country-brand strategies.

5. Limits and interpretation

The index does not claim to measure the full intrinsic tourism value of a country, but rather its perceived attractiveness in a current global context. Some destinations with high potential but still underdeveloped tourism offers may be under-rated due to constraints related to accessibility or visibility. Likewise, countries facing instability or with limited statistical transparency may have scores that are less robust.

6. Updates and monitoring

The Attractivity Index is designed to be updated annually in order to incorporate changes in international tourism flows, political, environmental and economic developments, and new strategies around place marketing and traveler experience. This ongoing monitoring helps reflect the evolving reality of global tourism competitiveness.