A recent article in the British magazine Time Out titled “The cities tourists are ditching, and where they’re heading instead” said that world tourism is changing dramatically.

Tourists visit the Temple of Literature.

According to the article, by analysing year-on-year changes in searches for flights, hotels and itineraries, travel insurance company Insureand Go identified the cities that tourists are “turning away from” and the cities that are most popular with tourists.

In the top 15 most popular cities for tourists, Ha Noi (Viet Nam) ranked 11th. Ha Noi not only stands out for its ancient beauty but also captivates visitors with its cultural depth and cuisine imbued with national identity.

Over a thousand years of history, Ha Noi has preserved within itself structures, neighbourhoods and lifestyles that clearly reflect the depth of Vietnamese culture.

Destinations such as the Imperial Citadel of Thang Long, the Temple of Literature, or Ha Noi's Old Quarter are not only proof of a golden age but also attract millions of visitors each year.

The 15 most popular cities for tourists in 2025 are: Tokyo, Japan; Rio de Janeiro, Brazil; Beijing, China; Lucerne, Switzerland; Kuwait, Kuwait; Seville, Spain; Chicago, USA; Belize, Belize; Chiang Mai, Thailand; Tbilisi, Georgia; Ha Noi, Viet Nam; Nassau, Bahamas; Jakarta, Indonesia; Santiago, Chile; and Buenos Aires, Argentina.

Along with its cultural heritage, Ha Noi cuisine has long been a distinctive highlight, contributing to the unique appeal of the capital. Famous dishes such as beef noodle soup, vermicelli with grilled pork, La Vong fish cake, Thanh Tri rice rolls, and so on, not only captivate domestic tourists but also conquer the most demanding diners in the world.

Along with Ha Noi, Asia continues to impress with 5 destinations, including Tokyo, Japan (ranked 1st); Beijing, China (ranked 3rd); Chiang Mai, Thailand (ranked 9th); and Jakarta, Indonesia (ranked 13th).

In addition, the list of 15 most popular cities for tourists also includes: Rio de Janeiro, Brazil (ranked 2nd); Lucerne, Switzerland (ranked 4th); Kuwait, Kuwait (ranked 5th); Seville, Spain (ranked 6th); Chicago, USA (ranked 7th); Belize, Belize (8th); Tbilisi, Georgia (10th); Nassau, Bahamas (12th); Santiago, Chile (14th); and Buenos Aires, Argentina (15th).

Conversely, of the 15 cities tourists are “turning away from”, Havana, Cuba, has seen the biggest decline, with year-on-year searches down 28%. International travellers are looking for new experiences in a different space: Bali, Indonesia.

According to the study, this Southeast Asian destination has seen an increase of about 16% in interest and was recently named not only the most beautiful island in the world but also one of the most culturally rich.

In the United States, the vibrant, vibrant beaches of Miami are gradually being replaced by the appeal of the tower-filled streets of Chicago.

In Europe, many tourists are shifting their focus from Germany's capital Berlin to Innsbruck, Austria. In the West Indies, Nassau, Bahamas, is attracting international visitors while Jamaica's capital Kingston is slowly fading.

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