Published on
October 29, 2025
In today’s ever-changing world, kindness and human connection have become as essential to travel as landscapes, luxury, and culture. The concept of travel itself is being redefined — shifting from sightseeing to soul-seeking. Recent global research identifying the world’s friendliest cities has begun reshaping the way travelers choose their next destination. With insights drawn from over 18,500 participants worldwide, the study revealed that nearly half of the world’s friendliest cities are found in Europe, confirming the continent’s longstanding reputation for warmth, openness, and hospitality.
This revelation carries emotional depth beyond numbers. It signals that friendliness has become the foundation of modern travel. From Porto and Bilbao to Lisbon and Brighton, cities once celebrated solely for beauty are now recognized for something even more meaningful — their people. In this new era of travel, visitors are not merely chasing views; they are seeking human connection.
A Future Built on Hospitality and Heart
Observers around the world suggested that the recognition of these friendly cities reflects a growing global shift — one that places empathy, warmth, and authenticity at the core of tourism. Hospitality is increasingly viewed as a currency of connection, shaping how destinations attract and retain travelers.
This transformation highlights an important truth: travel is not just about seeing; it is about feeling seen. From the sunlit streets of Porto to the colorful corners of Brighton, each of these destinations has shown that the most memorable experiences are born from human interaction.
In a time when technology dominates communication, travelers are craving something real — laughter shared with strangers, meaningful conversations, and moments of inclusion. As a result, the global travel industry now faces a new challenge — to foster destinations that offer not just comfort and aesthetics, but a genuine sense of belonging.
The Friendliest Cities in Europe A Celebration of Human Connection
The survey confirmed that Europe remains a global benchmark for hospitality and friendliness. Out of the world’s top 20 friendliest cities, nine are in Europe, with Portugal, Spain, and the United Kingdom taking the lead.
Each city embodies its own version of openness and charm:
Porto, Portugal — Ranked number one globally, this riverside treasure stood out with 85% of locals affirming its welcoming atmosphere. Its vibrant neighborhoods, scenic riverfront, and music-filled evenings make it a living symbol of heartfelt hospitality.Bilbao, Spain — Securing the second spot, Bilbao’s friendliness flows naturally through its artistic energy, cultural pride, and communal spirit. Travelers often describe it as a city that feels alive with warmth.Brighton, United Kingdom — With its seaside vibrance and inclusive atmosphere, Brighton shines as a symbol of modern British openness.Lisbon, Portugal — Ranked eighth globally, Lisbon captivates travelers not only with its beauty and history but with genuine kindness rooted in everyday life.Madrid, Valencia, Seville (Spain) — These Spanish gems radiate warmth through shared meals, music, and festivals that celebrate togetherness.Belfast and Glasgow (United Kingdom) — Both northern cities express friendliness through resilience, humor, and empathy, offering visitors heartfelt moments that linger long after departure.
Together, these destinations represent a simple yet profound truth — friendliness is not an act; it’s a way of life.
Friendliness as a Global Force in Travel Growth
Across the travel industry, experts have begun viewing friendliness as one of the most powerful drivers of tourism growth. It is being seen as both an emotional and economic catalyst capable of shaping how cities thrive in a competitive market.
Destinations like Porto, Bilbao, Lisbon, Brighton, and Madrid are witnessing rising international interest as travelers increasingly prioritize emotional safety and inclusivity. Many of these cities are attracting digital nomads, long-term visitors, and cultural explorers who value meaningful connection over material luxury.
As social media continues to amplify authentic travel experiences, genuine hospitality has become the most influential form of marketing. A kind smile, a shared story, or a helping hand often creates the emotional connection that keeps visitors returning.
Key Observations:
Emotional engagement drives traveler loyalty and repeat visits.Genuine hospitality strengthens global reputation and word-of-mouth tourism.Travelers associate friendliness with authenticity and trust.
In this way, friendliness has transformed from a social virtue into an economic advantage for destinations worldwide.
A Redefinition of the Ideal Travel Destination
The survey results indicated a clear shift in what modern travelers value. The definition of a “perfect destination” has evolved from being about monuments and luxury to being about meaning and emotion. People now seek places that make them feel valued, welcomed, and safe.
This evolution carries critical implications for the global travel industry:
Destinations that invest in community warmth see higher visitor loyalty.Hospitality training and inclusivity programs enhance long-term competitiveness.Emotional satisfaction now outweighs physical luxury.
As a result, the focus of tourism marketing is shifting toward empathy, kindness, and authentic experience. Cities are no longer just competing on aesthetics; they are competing on heartfelt engagement.
This trend reflects a universal realization — that a journey’s value is not measured by what travelers see, but how they feel while seeing it.
The United Kingdom A Distinct Spirit of Openness and Charm
The United Kingdom earned special recognition for its unique brand of friendliness, reflected in the cities of Brighton, Belfast, and Glasgow. Each showcases a different expression of British warmth, united by an underlying sincerity.
In Brighton, friendliness is synonymous with freedom and acceptance. The city’s coastal charm and creative energy make it a sanctuary for travelers who seek inclusivity. Belfast, rebuilt through resilience, has reinvented itself as a hub of optimism and togetherness, where community bonds remain strong. Glasgow, known for its humor and heart, offers visitors genuine hospitality that feels deeply personal.
Visitors frequently share stories of spontaneous acts of kindness — from laughter-filled chats in cafés to locals guiding lost tourists with a smile. These everyday moments of warmth leave an emotional imprint that far outlasts the trip itself.
The UK’s representation in global rankings reinforces that friendliness can bridge cultural gaps and transform even brief encounters into lasting memories.
Europe’s Reign of Warmth and Hospitality
Europe’s dominance in the rankings underscores the continent’s deep-rooted traditions of community, openness, and mutual respect. The Iberian Peninsula, in particular, has emerged as the epicenter of this hospitality movement, with Portugal and Spain leading the charge.
Porto, sitting proudly at the top, has become synonymous with authentic warmth. Its colorful streets, riverfront melodies, and easygoing charm create a sense of belonging unmatched by many global destinations.
Meanwhile, Lisbon’s character reflects soulful beauty — its Fado music, sunlit plazas, and welcoming locals remind visitors that connection lies at the heart of every experience.
Across Spain, the spirit of togetherness remains unmistakable. Bilbao, ranked second globally, blends creativity and camaraderie, while Seville’s festive rhythm and Madrid’s cosmopolitan pulse celebrate human connection in all its forms. In Valencia, the sunlit streets and lively gatherings embody Spain’s culture of shared joy.
Each of these destinations proves that hospitality in Europe isn’t a service — it’s a lifestyle.
Friendliness and the Global Shift in Travel Behavior
The study, based on responses from over 18,500 individuals across continents, revealed that friendliness now ranks among the most influential factors shaping travel decisions. Participants evaluated their cities on warmth, inclusivity, and community connection, emphasizing that emotional connection matters just as much as aesthetics or cuisine.
Three Core Insights Emerged:
Nearly half of the world’s friendliest cities are located in Europe.Human warmth now equals or surpasses beauty and luxury in shaping satisfaction.Community belonging has become the defining factor in destination appeal.
These findings indicate a global turning point. Hospitality is no longer an accessory to travel — it has become the heart of tourism itself.
This growing preference for kindness and inclusivity marks a shift in how people define adventure. It’s not about escaping reality but connecting meaningfully with it.
The Broader Impact on Global Tourism
The increasing acknowledgment of friendliness as a critical tourism asset has begun reshaping the global travel industry. Destinations that invest in social empathy and community inclusion are gaining more competitive strength than those that rely solely on infrastructure or luxury.
Such cities are witnessing:
Higher return visitor rates.Enhanced cultural reputation.Sustainable economic growth driven by word-of-mouth goodwill.
In a post-pandemic world, where travelers seek healing, authenticity, and belonging, friendliness has become both an emotional and financial advantage.
The implications reach far beyond Europe. Countries across Asia, the Americas, and Oceania are now re-evaluating their tourism strategies to incorporate community engagement, local storytelling, and emotional resonance.
This evolution signals a new age in global travel — one defined not by skyscrapers or luxury suites, but by smiles and sincerity.
Why Friendly Cities Capture Travelers’ Hearts
The charm of the world’s friendliest cities lies in how they make people feel. Their power does not come from grand monuments but from moments of genuine connection.
In Porto, it’s the heartfelt greeting from a stranger. In Bilbao, it’s the shared laughter during a late-night street performance. In Lisbon, it’s the quiet kindness of a local offering directions. Brighton’s inclusivity ensures every visitor feels free to be themselves, while Seville’s celebrations unite people through joy.
Madrid, Belfast, Glasgow, and Valencia all embody the same truth — that friendliness transforms travel from a visit into a memory.
This growing emphasis on human warmth is shaping the next chapter of global tourism. Travelers are no longer drawn only to what’s seen but to what’s felt and shared.
A World Connected by Warmth
This global study does more than rank cities; it captures a universal human longing — the desire to belong. Across continents, travelers are seeking destinations that welcome not just their presence but their spirit.
Cities like Porto, Bilbao, Lisbon, Brighton, and Madrid stand as leaders of this new travel philosophy. They demonstrate that the most successful destinations are not those with the tallest towers or grandest museums, but those that greet visitors with open hearts.
The future of global tourism now belongs to places that treat hospitality not as an industry, but as an ethos. In the years to come, travelers will continue to choose destinations that remind them of this enduring truth — that friendliness is the world’s greatest landmark.
And as the world moves forward, one smile at a time, it may well be kindness not geography that determines where humanity travels next.
