South Korea has announced the results of a study on the Global Tourism City Attractiveness Index.
According to the latest data, in 2025, Osaka (Japan) ranked first out of a total of 191 cities assessed, up 2 places compared to 2024.
The top 5 cities with the most tourism attraction indexes are Osaka (Japan), Paris (France), Kyoto (Japan), New York (USA) and Seoul (Korea).
Vietnam has 3 destinations in the top 50 of this research result. This year, Nha Trang (now Nha Trang ward) ranked 31st, Da Nang ranked 39th and Hanoi ranked 41st. Compared to 2024, Hanoi ranked 35th, Da Nang and Nha Trang ranked 46th and 47th respectively.
The Global Cities Tourism Attractiveness Index is the result of joint development and research by Yanolja Research, Viet CHRIBA of Purdue University in the US and the H&T Analysis Center of Kyung Hee University in Seoul, Korea. This index assesses the attractiveness of 191 tourist cities based on global social network data with 14 languages provided by Brandwatch, UK.
Unlike traditional tourism competitiveness assessments, they often focus on transportation, accommodation, infrastructure and policy factors. This Yanolja Attractiveness Index prioritizes measuring the "attractiveness" of a tourist city from the perspective of real travelers.
The index using two "pillars" is the attractiveness and popularity ( widely discussed) of that city. From there, dividing into 4 factors to evaluate the most attractive tourist city: Urban beauty and natural landscape; Culture and history; Experience content; hospitality.
Yanolja Research also provides the top 50 most attractive cities when considering 4 assessment factors alone. Accordingly, in terms of the level of hospitality, Hanoi ranked 20th, Nha Trang, Ho Chi Minh City and Da Nang ranked 33rd, 34th and 36th respectively.
In terms of culture and history, Hanoi ranked 48th. In terms of urban beauty and natural landscape, Nha Trang is ranked 38th, Hanoi and Da Nang are ranked 43rd and 49th respectively. In terms of travel experience, Nha Trang is ranked 18th, while Da Nang and Hanoi are ranked 23rd and 35th respectively.
The Yanolja Index also announced the assessment results on 4 factors divided into 5 regions (continue): Africa, Asia, Europe, America and Oceania. In the top 50 in Asia alone, Nha Trang (ranked 18th), Da Nang (ranked 20th), Hanoi (ranked 22nd) and Ho Chi Minh City (ranked 27th).
