The ranking is based on year-on-year analysis of Google search data for flights, hotels, and itineraries, conducted by U.K.-based travel insurance firm InsureandGo.
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Visitors at the Temple of Literature in Hanoi |
The list highlights a shift in global travel preferences, with Hanoi standing out for its rich cultural heritage, historic landmarks, and distinctive cuisine. Notable attractions such as the Imperial Citadel of Thang Long, the Temple of Literature, and the Old Quarter draw millions of visitors annually. Additionally, Hanoi's culinary offerings, including pho, bun cha, cha ca La Vong, and Thanh Tri steamed rice rolls that have garnered international acclaim.
The top 15 cities tourists are turning to include Tokyo (Japan); Rio de Janeiro (Brazil); Beijing (China); Lucerne (Switzerland); Kuwait city (Kuwait); Seville (Spain); Chicago (U.S.); Belize city (Belize); Chiang Mai (Thailand); Tbilisi (Georgia); Hanoi (Vietnam); Nassau (Bahamas); Jakarta (Indonesia); Santiago (Chile); and Buenos Aires (Argentina).
The study also notes a decline in tourist interest for certain destinations. Havana (Cuba) experienced the most significant drop, with a 28% decrease in search interest. Other cities seeing reduced interest include Miami (U.S.), Kingston (Jamaica), Nadi (Fiji), Gdańsk (Poland), Las Vegas (U.S.), Apia (Samoa), Stockholm (Sweden), Brussels (Belgium), Berlin (Germany), London (U.K.), Wellington (New Zealand), Singapore (Singapore), Dubai (UAE), and Delhi (India).
This trend underscores a growing desire among travelers to explore destinations that offer authentic cultural experiences and are less impacted by overtourism. Hanoi's unique blend of history, culture, and cuisine positions it as an increasingly attractive option for global tourists.
Source: VNA