Experience

Osaka wins, Brussels is 42nd: 2025 Yanolja Attractiveness Index for tourism

Posted by Timothy on

In 2025, Osaka in Japan has claimed the top spot in the Yanolja Attractiveness Index, overtaking Kyoto, also in Japan, (#3) and surpassing long-established tourism powerhouses such as Paris in France (#2), New York in the United States (#4), and Seoul in South Korea (#5). 

This ranking is not merely a list of popular destinations; it reflects how contemporary travellers connect with cities on an emotional and experiential level, valuing authenticity, atmosphere, and memorable encounters alongside traditional attractions.

Asia takes the lead, Europe remains strong

The global top ten paints a clear picture of Asia’s increasing influence in international tourism. Osaka (#1) leads the way, followed by Paris (#2), Kyoto (#3), New York (#4), Seoul (#5), London in the United Kingdom (#6), Bangkok in Thailand (#7), Rome in Italy (#8), Dubai in the United Arab Emirates (#9), and Okinawa in Japan (#10). 

Japan, in particular, demonstrates remarkable strength, with four cities—Osaka (#1), Kyoto (#3), Fukuoka (#18), and Tokyo (#19)—placing within the top twenty and a total of six cities, including Okinawa (#10) and Sapporo (#50), featuring within the top fifty.

Asia’s prominence is further highlighted by the presence of Seoul (#5), Bangkok (#7), Singapore (#15), Jeju (#16) in South Korea, and Chiang Mai in Thailand (#20) among the top fifty. 

European destinations maintain their stronghold, with Paris (#2), London (#6), and Rome (#8) leading the continent, while cities such as Barcelona in Catalonia, Spain (#25), Spanish capital Madrid (#29), Venice (#32) in Veneto, Florence in Tuscany (#34), and Brussels (#42) in Belgium reflect a more mid-ranking, nuanced appeal. 

North America continues to showcase its iconic cities, with New York (#4) and Los Angeles in California (#14) at the forefront, complemented by Miami in Florida (#27) and San Francisco (#24). 

Dubai (#9) asserts the Middle East’s position as a global hub for luxury and innovation, while Australia’s Sydney (#36) and Melbourne (#37) reinforce Oceania’s presence on the world stage.

Europe’s mid-ranking capitals

Within Europe, the mid-ranking capitals offer a quieter, yet deeply engaging experience. Venice (#32) and Florence (#34) epitomise Italy’s timeless cultural magnetism, while Madrid (#29) combines vibrant energy, renowned gastronomy, and dynamic nightlife with its role as a global capital. Barcelona (#25) thrives on its unique blend of Antoni Gaudí architecture, beaches, and cosmopolitan character.

Brussels: a capital of charm and flavour

Brussels (#42) may not carry the instant recognition of Paris or Rome, but this Belgian capital offers a quiet, enduring allure. Known as the political heart of Europe, it is home to the European Union institutions, yet it balances civic gravitas with a playful, lived-in charm. Its historic centre is punctuated by the grandeur of the Grand-Place / Grote Markt, flanked by ornate guildhalls that whisper tales of the city’s medieval past.

The city’s culinary reputation is equally notable. Brussels is a paradise for food lovers, famed for its craft beer, rich chocolates, and iconic waffles. Visitors can savour traditional Belgian cuisine in cosy bistros or explore innovative gastronomy in modern restaurants, reflecting the city’s vibrant cultural mix.

Beyond food and politics, Brussels delights with quirky corners and hidden gems: whimsical street art, Art Nouveau architecture, and a lively café culture that invites leisurely exploration. Whether strolling through leafy squares, discovering the comic strip murals that adorn city walls, or sampling local delicacies, Brussels rewards visitors with authenticity and a sense of intimacy that larger capitals often struggle to offer.

What makes Osaka stand out

Osaka’s ascent to number one  is the result of a unique combination of historical and contemporary attractions. The city boasts landmarks such as Osaka Castle, the vibrant neon-lit district of Dōtonbori, and world-class leisure destinations like Universal Studios Japan. 

Its culinary culture, earning it the nickname ‘the nation’s kitchen’, and international events such as Expo 2025 have further cemented its global appeal. This mixture of cultural depth and modern energy enabled Osaka to rise from third place (#3) in 2024 to the top of the index in 2025, redefining Japan’s leadership in tourism.

Measuring city appeal differently

The Yanolja Attractiveness Index distinguishes itself from traditional measures of city appeal by focusing on emotional and experiential factors rather than purely infrastructure or visitor numbers. It evaluates social media sentiment across fourteen languages, considering aspects such as beauty, culture, history, experiential content, and hospitality. In essence, it measures how a city feels to those who visit, rather than what it merely offers.

Implications for travellers and cities

For travellers, these rankings suggest that Asia, and Japan in particular, will continue to dominate global travel headlines in the years ahead. For cities, the key insight is that authenticity and emotional resonance are as important as monuments and physical attractions. 

Destination marketers must now focus on cultivating genuine connections and memorable experiences, rather than relying solely on traditional advertising campaigns.

Understanding the Yanolja Attractiveness Index

The Yanolja Attractiveness Index is a pioneering tool developed by Yanolja Research in collaboration with Purdue University‘s CHRIBA Institute and Kyung Hee University‘s H&T Analytics Center. Unlike traditional tourism rankings that focus on infrastructure and policy, this index evaluates the appeal of cities as tourist destinations by analysing global social media data in 14 languages. 

It integrates two core dimensions: emotional attractiveness and cognitive reputation.

Emotional attractiveness reflects how positively tourists perceive a city, encompassing feelings such as joy, curiosity, and awe. This dimension captures the affective responses that influence tourists’ intentions to visit, satisfaction, and loyalty.

Cognitive reputation indicates how well-known or prominent a city is among global audiences. It measures the city’s visibility and accessibility through the volume of mentions and discussions across social media platforms.

The index employs a comprehensive methodology that combines sentiment analysis with buzz volume assessment. Each city’s attractiveness score is determined by calculating the positivity ratio (positive mentions divided by total mentions) and the buzz volume ratio (the city’s mentions within a specific sub-dimension divided by total mentions across all sub-dimensions). 

These scores are then weighted according to the significance of each sub-dimension—urban aesthetics and natural scenery, culture and history, experiential tourism content, and hospitality—to derive an overall attractiveness index.

This innovative approach provides a nuanced understanding of what makes a city appealing to tourists, highlighting the importance of emotional resonance and global recognition in shaping travel preferences. By focusing on actual traveller sentiment, the Yanolja Attractiveness Index offers valuable insights for cities aiming to enhance their attractiveness and competitiveness in the global tourism market.

Some tourism statistics