Paradoxically, the most visited country in the world, which attracts over 100 million tourists annually, does not appear in 2025 in the Travel + Leisure’s 2025 World’s Best Awards.
Tourists give up the capitals: Small cities become the new top destinations. Photo: collage/archive
Italy, in the top 25 with three cities
Florence, Toscana’s jewelry, obtained the title of “Best City in Europe” in the prestigious Travel + Leisure’s 2025 World’s Best Awards, global poll based on the voters of the magazine readers. The capital of Tuscany ranked 11th in the world, detaching other European cities, in a list dominated this year by destinations in Latin and Asia, such as San Miguel de Allende, Oaxaca and Tokyo.
The ranking was made on the basis of nearly 180,000 answers, tourists evaluating cities according to tourist objectives, culture, gastronomy, hospitality, shopping opportunities and value for money.
In fact, Italy stands out as the only European country that manages to place three cities in the World Top 25: Florence (11th place), Rome (18th) and Siena (23rd place).
* Florence continues to fascinate visitors with Renaissance art, cobbled streets and warm atmosphere of sunny markets. From Botticelli’s paintings in the Uffizi Gallery, to the terracotta dome of the Dom, the city offers an impressive collection of masterpieces where tourists can easily reach, complemented by family restaurants that have kept culinary traditions for centuries.
* Rome remains a unique experience for travelers, with its ancient ruins that are intertwined with the vibrant life of the modern city. In addition, in 2025, Rome was in the center of attention and due to the jubilee, which attracts pilgrims from all over the world, taking place in the context of the recent death of Pope Francis.
* Siena, the third Italian city in the top, continues to attract through its well -preserved medieval charm. Included on the UNESCO list in 1995, the city offers an atmosphere reminiscent of another era, with Piazza del Campo animated by the famous Palio horse race and with the narrow streets full of traditional restaurants.
Sevilla and Granada, in places 12 and 13 in the top
In addition to Italy, Spain obtained important positions with two Andaluze cities: Sevilla, on the 12th place, and Granada, on the 13th place, appreciated for their historical heritage and the vibrant atmosphere. Istanbul took the 14th place, the city that unites Europe with Asia being praised for its diverse gastronomy and complex history.
The great absentee: France
Surprisingly, France, the most visited country in the world, with over 100 million tourists annually, had no city included in this top 25. France’s absence could reflect a change in passenger preferences, looking for smaller, more authentic cities and with a better value for money, far from the crowds.
This year’s ranking emphasizes a clear tendency: in the post-pandemic era, tourists prioritize authenticity and local experiences, and the destinations considered “classic” no longer guarantee a place in the top, regardless of their global popularity, according to Euronews.
