The world is changing, and so are people’s tastes in travel destinations. In 2025, it’s no longer the global metropolises, the postcard-perfect capitals, the once untouchable cities that capture the dreams of international travelers. In the latest World’s Best Cities ranking by Travel + Leisure, the real stars tell a different story, offering a greater sense of authenticity, livability, richer in experiences meant to be savored slowly. Florence, topping the European list and the first city to appear in the global ranking from the Old World at 11th place, stands as the crown jewel of this quiet revolution.
London and Paris, long-time rivals of Italian cities in the international travel imagination, are nowhere to be found in the global top 25. In fact, they don’t even make the European top 15. It’s a telling absence, one that marks a decisive shift in the preferences of the magazine’s readers, whose voice is among the most influential in the world of travel.
Alongside Florence, Rome and Siena also fly the Italian flag with pride, landing at 18th and 23rd place globally. Europe as a whole, however, struggles to keep pace with Asia and Latin America, the undisputed frontrunners of this year’s list. Of the top 10 cities worldwide, seven are located in Asia, while the number one spot goes to San Miguel de Allende in Mexico, a colonial gem that has won over visitors with its atmosphere, cuisine, and quality of life.
And yet, while Europe seems to be losing ground to emerging markets, Italy remains the exception. With its art, food, architectural harmony, and warm hospitality, Florence perfectly embodies what today’s travelers are looking for, a mix of beauty, human warmth, and cultural depth.
The new trend clearly favors intimacy over grandeur. The considerations that elevated Florence in the rankings also helped places like Granada, Porto, Seville, and Istanbul, destinations that offer authenticity, history, and quality of life, while eschewing the sky-high prices of the major metropolises.
