LEADING PLACES:
THE 100 MOST LOVED TRAVEL DESTINATIONS
AROUND THE WORLD
RANKED BY CONSUMER SENTIMENT FROM 2021
DISCOVER THE RANKINGS, POWERED BY
TOURISM SENTIMENT INDEX
In January 2022, for the first time ever, destinations around the world were ranked to uncover those that are truly most loved.
These Leading Places are the 100 most loved destinations, based on annual data from 2021, according to what people really feel. No one paid to be named. No surveys suggested an answer. Word of mouth built this list, unprompted and unbiased. Each of these 100 destinations earned the love and an impressive Tourism Sentiment Score® during one of the toughest years the tourism industry has faced.
To be able to name the top 100, 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. Tourism Sentiment Index is cutting-edge technology that applies the power of artificial intelligence to the challenge of deciphering sentiment from human expression.
Our technology in the hands of our talented data scientists has brought to life a novel metric for destination marketing: Tourism Sentiment Score®. This is the metric that the tourism industry has been missing since the dawn of the internet. 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. It has been purpose-built for tourism.
These are the 100 Most Loved Destinations, having earned the highest Tourism Sentiment Score®.
Being able to bring you these unprecedented findings is thanks to the hundreds of destinations that subscribe to Tourism Sentiment Index and the thousands of comparative destinations that we analyze to help our customers understand their performance. Our work with customers is amassing a continuously expanding dataset within Tourism Sentiment Index. That wealth of data makes this, to our knowledge, the most in-depth study of its kind.
COUNTING DOWN THE 100 MOST LOVED DESTINATIONS
100.
Antwerp, Flanders
Belgium
Tourism
Sentiment
Score®
23.52
Segment: Cities and towns
99.
Shuswap, British Columbia
Canada
Tourism
Sentiment
Score®
23.55
Segment: Regions
97.
Canmore, Alberta
Canada
Tourism
Sentiment
Score®
23.59
Segment: Cities and towns
95.
Palm Springs, California
United States
Tourism
Sentiment
Score®
23.63
Segment: Cities and towns
93.
Istanbul
Turkey
Tourism
Sentiment
Score®
23.89
Segment: Cities and towns
91.
Montego Bay, St. James
Jamaica
Tourism
Sentiment
Score®
24.06
Segment: Cities and towns
89.
Nashville, Tennessee
United States
Tourism
Sentiment
Score®
24.09
Segment: Cities and towns
87.
Ballarat, Victoria
Australia
Tourism
Sentiment
Score®
24.18
Segment: Cities and towns
85.
Albany, Western Australia
Australia
Tourism
Sentiment
Score®
24.21
Segment: Cities and towns
84.
Breckenridge, Colorado
United States
Tourism
Sentiment
Score®
24.24
Segment: Cities and towns
82.
Colorado Springs, Colorado
United States
Tourism
Sentiment
Score®
24.26
Segment: Cities and towns
80.
Tampa, Florida
United States
Tourism
Sentiment
Score®
24.42
Segment: Cities and towns
78.
Ayr, Scotland
United Kingdom
Tourism
Sentiment
Score®
24.46
Segment: Cities and towns
78.
Leeds, England
United Kingdom
Tourism
Sentiment
Score®
24.46
Segment: Cities and towns
76.
Blue Mountains, New South Wales
Australia
Tourism
Sentiment
Score®
24.50
Segment: Cities and towns
74.
Fremantle, Western Australia
Australia
Tourism
Sentiment
Score®
24.53
Segment: Cities and towns
72.
Laguna Beach, California
United States
Tourism
Sentiment
Score®
24.78
Segment: Cities and towns
70.
Stuttgart, Baden-Wurttemberg
Germany
Tourism
Sentiment
Score®
25.06
Segment: Cities and towns
68.
Napa, California
United States
Tourism
Sentiment
Score®
25.14
Segment: Regions
66.
Dubai
United Arab Emirates
Tourism
Sentiment
Score®
25.24
Segment: Cities and towns
64.
West Yellowstone, Montana
United States
Tourism
Sentiment
Score®
25.35
Segment: Cities and towns
62.
Gold Coast, Queensland
Australia
Tourism
Sentiment
Score®
25.53
Segment: Regions
60.
Ibiza, Balearic Islands
Spain
Tourism
Sentiment
Score®
25.73
Segment: Regions
58.
Redlands Coast, Queensland
Australia
Tourism
Sentiment
Score®
25.75
Segment: Regions
56.
Abu Dhabi
United Arab Emirates
Tourism
Sentiment
Score®
26.14
Segment: Cities and towns
54.
Pembrokeshre, Wales
United Kingdom
Tourism
Sentiment
Score®
26.24
Segment: Cities and towns
53.
Budapest
Hungary
Tourism
Sentiment
Score®
26.33
Segment: Cities and towns
51.
Aspen, Colorado
United States
Tourism
Sentiment
Score®
26.45
Segment: Cities and towns
49.
Bordeaux
France
Tourism
Sentiment
Score®
26.73
Segment: Regions
47.
Austin, Texas
United States
Tourism
Sentiment
Score®
26.95
Segment: Cities and towns
45.
East Lothian, Scotland
United Kingdom
Tourism
Sentiment
Score®
27.06
Segment: Cities and towns
43.
Lake District, England
United Kingdom
Tourism
Sentiment
Score®
27.51
Segment: Regions
41.
Hermanus, Western Cape
South Africa
Tourism
Sentiment
Score®
27.65
Segment: Cities and towns
39.
Sedona, Arizona
United States
Tourism
Sentiment
Score®
27.98
Segment: Cities and towns
37.
Margaret River, Western Australia
Australia
Tourism
Sentiment
Score®
28.07
Segment: Cities and towns
35.
Scottsdale, Arizona
United States
Tourism
Sentiment
Score®
28.14
Segment: Cities and towns
33.
Moorea
French Polynesia
Tourism
Sentiment
Score®
28.32
Segment: Cities and towns
31.
Hurghada, Red Sea
Egypt
Tourism
Sentiment
Score®
28.44
Segment: Cities and towns
29.
Cornwall, England
United Kingdom
Tourism
Sentiment
Score®
28.66
Segment: Cities and towns
27.
Destin, Florida
United States
Tourism
Sentiment
Score®
28.90
Segment: Cities and towns
25.
Bellarine Peninsula, Victoria
Australia
Tourism
Sentiment
Score®
29.15
Segment: Regions
23.
Stellenbosch, Western Cape
South Africa
Tourism
Sentiment
Score®
29.31
Segment: Cities and towns
21.
Esperance, Western Australia
Australia
Tourism
Sentiment
Score®
29.57
Segment: Cities and towns
19.
Knysna, Western Cape
South Africa
Tourism
Sentiment
Score®
30.23
Segment: Cities and towns
17.
Gippsland, Victoria
Australia
Tourism
Sentiment
Score®
30.66
Segment: Cities and towns
15.
Port Douglas, Queensland
Australia
Tourism
Sentiment
Score®
30.78
Segment: Cities and towns
13.
Tulum, Yucatan
Mexico
Tourism
Sentiment
Score®
31.80
Segment: Cities and towns
11.
Zanzibar
Tanzania
Tourism
Sentiment
Score®
32.27
Segment: Cities and towns
09.
Cairns, Queensland
Australia
Tourism
Sentiment
Score®
32.69
Segment: Cities and towns
07.
Punta Cana, La Altagracia
Dominican Republic
Tourism
Sentiment
Score®
34.28
Segment: Cities and towns
05.
Noosa, Queensland
Australia
Tourism
Sentiment
Score®
35.41
Segment: Cities and towns
03.
Udaipur, Rajasthan
India
Tourism
Sentiment
Score®
37.72
Segment: Cities and towns
100.
Pensacola, Florida
United States
Tourism
Sentiment
Score®
23.52
Segment: Cities and towns
98.
Oklahoma City, Oklahoma
United States
Tourism
Sentiment
Score®
23.57
Segment: Cities and towns
96.
Kelowna, British Columbia
Canada
Tourism
Sentiment
Score®
23.60
Segment: Cities and towns
94.
Shoalhaven, New South Wales
Australia
Tourism
Sentiment
Score®
23.74
Segment: Cities and towns
92.
Bergen, Hordaland
Norway
Tourism
Sentiment
Score®
23.94
Segment: Cities and towns
90.
Barossa, South Australia
Australia
Tourism
Sentiment
Score®
24.08
Segment: Regions
88.
Cheshire, England
United Kingdom
Tourism
Sentiment
Score®
24.17
Segment: Regions
86.
Great Ocean Road, Victoria
Australia
Tourism
Sentiment
Score®
24.19
Segment: Regions
85.
Dubrovnik
Croatia
Tourism
Sentiment
Score®
24.21
Segment: Cities and towns
83.
Port Lincoln, South Australia
Australia
Tourism
Sentiment
Score®
24.25
Segment: Cities and towns
81.
Rotorua, North Island
New Zealand
Tourism
Sentiment
Score®
24.35
Segment: Cities and towns
79.
Big Bear Lake, California
United States
Tourism
Sentiment
Score®
24.43
Segment: Cities and towns
78.
Park City, Utah
United States
Tourism
Sentiment
Score®
24.46
Segment: Cities and towns
77.
Mackay, Queensland
Australia
Tourism
Sentiment
Score®
24.49
Segment: Cities and towns
75.
Adelaide, South Australia
Australia
Tourism
Sentiment
Score®
24.52
Segment: Cities and towns
73.
Pretoria, Gauteng
South Africa
Tourism
Sentiment
Score®
24.77
Segment: Cities and towns
71.
Cumbria, England
United Kingdom
Tourism
Sentiment
Score®
24.96
Segment: Regions
69.
Geelong, Victoria
Australia
Tourism
Sentiment
Score®
25.11
Segment: Cities and towns
67.
Isle of Wight, England
United Kingdom
Tourism
Sentiment
Score®
25.22
Segment: Regions
65.
McAllen, Texas
United States
Tourism
Sentiment
Score®
25.27
Segment: Cities and towns
63.
San Antonio, Texas
United States
Tourism
Sentiment
Score®
25.48
Segment: Cities and towns
61.
Bundaberg, Queensland
Australia
Tourism
Sentiment
Score®
25.66
Segment: Cities and towns
59.
Kochi
Japan
Tourism
Sentiment
Score®
25.74
Segment: Cities and towns
57.
Charleston, South Carolina
United States
Tourism
Sentiment
Score®
25.86
Segment: Cities and towns
55.
Key West, Florida
United States
Tourism
Sentiment
Score®
26.19
Segment: Cities and towns
54.
Cape Town, Western Cape
South Africa
Tourism
Sentiment
Score®
26.24
Segment: Cities and towns
52.
Phuket
Thailand
Tourism
Sentiment
Score®
26.43
Segment: Regions
50.
Scenic Rim, Queensland
Australia
Tourism
Sentiment
Score®
26.70
Segment: Regions
48.
McLaren Vale, South Australia
Australia
Tourism
Sentiment
Score®
26.89
Segment: Regions
46.
Dallas, Texas
United States
Tourism
Sentiment
Score®
26.96
Segment: Cities and towns
44.
Queenstown, Otago
New Zealand
Tourism
Sentiment
Score®
27.28
Segment: Cities and towns
42.
Mississauga, Ontario
Canada
Tourism
Sentiment
Score®
27.58
Segment: Cities and towns
40.
Hunter Valley, New South Wales
Australia
Tourism
Sentiment
Score®
27.89
Segment: Cities and towns
38.
Yarra Valley, Victoria
Australia
Tourism
Sentiment
Score®
28.00
Segment: Cities and towns
36.
Durango, Colorado
United States
Tourism
Sentiment
Score®
28.10
Segment: Cities and towns
34.
Richmond, British Columbia
Canada
Tourism
Sentiment
Score®
28.30
Segment: Cities and towns
32.
Las Vegas, Nevada
United States
Tourism
Sentiment
Score®
28.34
Segment: Cities and towns
30.
Asheville, North Carolina
United States
Tourism
Sentiment
Score®
28.54
Segment: Cities and towns
28.
Mornington Peninsula, Victoria
Australia
Tourism
Sentiment
Score®
28.76
Segment: Regions
26.
Oxnard, California
United States
Tourism
Sentiment
Score®
28.96
Segment: Cities and towns
24.
Aqaba
Jordan
Tourism
Sentiment
Score®
29.30
Segment: Cities and towns
22.
Port Stephens, New South Wales
Australia
Tourism
Sentiment
Score®
29.38
Segment: Cities and towns
20.
Havana, La Habana
Cuba
Tourism
Sentiment
Score®
29.68
Segment: Cities and towns
18.
Goa, Bicol
Philippines
Tourism
Sentiment
Score®
30.28
Segment: Cities and towns
16.
Broome, Western Australia
Australia
Tourism
Sentiment
Score®
30.77
Segment: Cities and towns
14.
Savannah, Georgia
United States
Tourism
Sentiment
Score®
31.03
Segment: Cities and towns
12.
Kilimanjaro
Tanzania
Tourism
Sentiment
Score®
31.81
Segment: Cities and towns
10.
Puerto Vallarta, Jalisco
Mexico
Tourism
Sentiment
Score®
32.42
Segment: Cities and towns
08.
Cancun, Quintana Roo
Mexico
Tourism
Sentiment
Score®
32.93
Segment: Cities and towns
06.
Nice, Provence-Alpes-Cote d'Azur
France
Tourism
Sentiment
Score®
34.96
Segment: Cities and towns
04.
Bora Bora
French Polynesia
Tourism
Sentiment
Score®
37.36
Segment: Cities and towns
02.
Whitsundays, Queensland
Australia
Tourism
Sentiment
Score®
37.76
Segment: Regions
01.
Sunshine Coast, Queensland
Australia
Tourism
Sentiment
Score®
37.90
We celebrate the Leading Places named here and all the destinations around the world striving to make the experiences and exchanges that travel can bring rewarding for everyone.
We salute every destination organization working to help local communities navigate the pandemic safely and address the many other challenges that our world is facing.
We look forward to supporting many of you in 2022.
Segment: Regions
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.
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.).
We uncovered the 100 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.