By Maria Bregman
Paris is the city of love, light, and art. And now, it’s also the city of tourism. The French capital has been crowned the world’s most attractive city destination for 2023, according to an annual report by global market research company Euromonitor International.
The report, which ranks the top 100 city destinations based on international arrivals, shows that Paris has retained its leading position for the second consecutive year, despite the challenges posed by the Covid-19 pandemic. The city welcomed 16.8 million visitors in 2023, a 23% increase from 2022, and a 7% increase from 2019, the last pre-pandemic year.
Paris owes its success to its enduring appeal as a cultural, historical, and gastronomic hub, as well as its resilience and innovation in the face of adversity. The city has implemented various measures to cope with the health crisis, such as enforcing strict lockdowns, expanding testing and vaccination campaigns, and supporting local businesses and workers. The city has also invested in enhancing its tourism infrastructure and services, such as improving public transportation, renovating iconic landmarks, and launching new attractions and events.
One of the most notable examples of Paris’ tourism innovation is the transformation of the Eiffel Tower, the city’s most famous symbol and attraction. The 132-year-old iron structure, which attracts more than six million visitors per year, has undergone a major makeover, including a new glass floor, a green wall, a solar power system, and a digital museum. The renovation, which cost 60 million euros ($67 million), aims to make the tower more sustainable, accessible, and interactive.
Another example of Paris’ tourism creativity is the opening of the Bourse de Commerce, a new contemporary art museum housed in a former stock exchange building. The museum, which is the latest project of billionaire art collector François Pinault, features a stunning collection of more than 10,000 artworks, ranging from paintings and sculptures to installations and videos. The museum also boasts a spectacular architectural design, featuring a 19th-century circular building topped by a modern glass dome.
Paris is not the only city that has shown remarkable tourism performance and potential in 2023. The report by Euromonitor International reveals that the top 10 city destinations for 2023 are:
- Paris, France
- Dubai, United Arab Emirates
- Madrid, Spain
- Tokyo, Japan
- Amsterdam, the Netherlands
- Berlin, Germany
- Rome, Italy
- New York, United States
- Barcelona, Spain
- London, United Kingdom
The report also highlights some of the key trends and factors that have influenced the ranking, such as:
- The impact of the Covid-19 pandemic: The pandemic has had a devastating effect on the global tourism industry, causing a 55% decline in international arrivals in 2020, and a 34% decline in 2021. However, the report shows that some cities have managed to recover faster and better than others, thanks to their effective response to the health crisis, their domestic and regional markets, and their diversified and resilient tourism offerings. For instance, Dubai, which ranked second in 2023, has benefited from its swift and successful vaccination program, its hosting of the Expo 2020, and its appeal as a safe and sunny destination. On the other hand, some cities that used to be popular among international travelers, such as Hong Kong, Bangkok, and Istanbul, have fallen out of the top 10, due to their prolonged travel restrictions, political instability, and security issues.
- The recovery of tourism: The report predicts that the global tourism industry will bounce back in 2023, reaching 2019 levels of international arrivals, and surpassing them in 2024. The report attributes this optimistic outlook to the gradual easing of travel restrictions, the widespread availability of vaccines, the pent-up demand for travel, and the adaptation of travelers and businesses to the new normal. The report also identifies some of the emerging markets and segments that will drive the tourism recovery, such as China, India, and Southeast Asia, as well as wellness, nature, and adventure tourism.
- The sustainability initiatives: The report emphasizes that the Covid-19 pandemic has also created an opportunity for the tourism industry to rethink and reshape its practices and policies, in order to become more sustainable, responsible, and inclusive. The report showcases some of the examples of cities that have taken steps to address the environmental and social challenges of tourism, such as reducing carbon emissions, promoting green mobility, preserving cultural heritage, and combating overtourism. For instance, Amsterdam, which ranked fifth in 2023, has implemented a series of measures to manage and regulate tourism, such as banning Airbnb rentals in some areas, limiting cruise arrivals, and discouraging undesirable visitors. The city has also launched a campaign called “Enjoy & Respect”, which encourages tourists to behave responsibly and respectfully, and to explore the city beyond the crowded and clichéd attractions.
The report by Euromonitor International, which is based on data from official sources, trade associations, and travel agencies, provides a comprehensive and insightful analysis of the current and future trends and prospects of the global city tourism market. The report also offers valuable recommendations and best practices for city authorities, tourism operators, and travelers, on how to enhance the quality and sustainability of city tourism, and how to create memorable and meaningful experiences for visitors and residents alike.