Looking for a friendly place to visit where you’ll feel welcome? Booking.com has the answers. The company just released its 12th annual Traveller Review Awards, which reveals the 20 most welcoming places on earth.
Like its destination lists that I reported on in 2023 and 2022, this year’s list features locations spread across five continents. The list is broken into two categories: the 10 most welcoming cities and the 10 most welcoming regions.
To rank the world’s most welcoming cities and regions, Booking.com tapped into over 309 million verified customer reviews. The rankings are based on the amount of awarded accommodations in each city with excellence in staffing and hospitality. But the award winners aren’t just places to stay—each offers authentic local experiences and a warm welcome.
“Whether it’s a tip on hidden local gems to explore at the car rental counter or a personalized welcome note from an apartment owner with recommendations for the best spots in the neighborhood to grab a bite, our partners make trips more memorable and enjoyable for our customers each and every day,” Arjan Dijk, SVP and chief marketing officer for Booking.com, said in a release.
The World’s Most Welcoming Cities
Topping the list of the most welcoming cities on earth is Arraial d’Ajuda, Brazil, a tranquil beach retreat with a stunning coastline. “Known for its calm and serene atmosphere and incredible beaches, it’s a perfect destination for the two thirds (67%) of travelers who want to rest and recharge when traveling in 2024,” Booking.com said in its report. The city is also noteworthy as a cultural experience, with places to visit like the historic church, Nossa Senhora d’Ajuda, and lively Mucugê Street.
Aerial view of a beach in Brazil’s Arraial D’Ajuda—named the most welcoming city on earth.
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Other cities on the list include Ermoupoli, Greece, and Viana do Castelo, Portugal—which are celebrated for their cultural richness and historical significance.
The Only U.S. Destination On The List
Moab, Utah made the list of top 10 cities—the only U.S. destination to be recognized. “Moab is a true outdoor enthusiast’s paradise and the perfect place to discover a variety of landscapes that are among the most beautiful in the United States, with thousands of square kilometers of amazing red rock formations, natural sandstone arches and mesas in the nearby area,” Booking.com said in its report.
Adding to Moab’s appeal as an outdoor paradise: proximity to iconic national parks like Arches and Canyonlands and the Colorado River. The report also notes Moab’s efforts in sustainable tourism and its reputation for clear, starry skies. Combined with tranquil nature experiences, this aligns perfectly with one of the 2024 travel trends that Booking.com noted in its report—travelers seeking both adventure and relaxation in their journeys.
Downtown Moab, Utah—was named one of the most welcoming cities in the world, the only place in the … [+]
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The World’s Most Welcoming Cities
The Traveller Review Awards also highlight the world’s most welcoming regions. Perthshire, United Kingdom takes the top spot for 2024. This region is renowned for its breathtaking landscapes, including the serene River Tay and historic castles, offering a perfect blend of natural beauty and history. Perthshire provides a diverse array of experiences, from cultural tours to outdoor adventures, making it an ideal destination for various types of travelers.
Other regions on the list include Penghu, Taiwan (an archipelago of 90 islands) and Boyacá, Colombia (famed for its colonial charm and breathtaking natural scenery).
Read on for the lists of Booking.com’s 10 most welcoming regions on earth and the 10 most welcoming cities on earth.
Ranked: The 10 Most Welcoming Cities on Earth
- Arraial d’Ajuda, Brazil: This tranquil beach town has a serene atmosphere and beautiful beaches.
- Ermoupoli, Greece: Picturesque Ermoupoli, the capital of Syros, is known for its Venetian and neoclassical architecture.
- Viana do Castelo, Portugal: This enchanting coastal town in northern Portugal has a rich maritime heritage and many religious sites.
- Daylesford, Australia: Daylesford, located in the foothills of the Great Dividing Range, is famous for its natural mineral springs and cool arts scene.
- Grindelwald, Switzerland: In the Swiss Alps, Grindelwald is a hot spot for nature lovers and adventure seekers.
- Moab, Utah: Moab—the only U.S. city on the list—is known for its stunning red rock landscapes and proximity to national parks.
- Uzès, France: This charming medieval town in Provence has cobblestone streets and historic architecture—its the gateway to the Gard region.
- Mazatlán, Mexico: This vibrant city on Mexico’s Pacific coast has pretty colonial architecture and plenty of fresh seafood (especially shrimp).
- Jaisalmer, India: Jaisalmer is often referred to as the “Golden City” due to its distinctive sandstone architecture.
- Fujikawaguchiko, Japan: Located near Mount Fuji, this town is famed for its stunning views and is a gateway to the scenic Fuji Five Lakes region.
Kinnoull Hill over looking the River Tay in the county of Perthshire.
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Ranked: The 10 Most Welcoming Regions on Earth
- Perthshire, United Kingdom: Known as the “Big Tree Country,” Perthshire is notable for its woodland scenery, castles and the River Tay.
- Penghu, Taiwan: An archipelago of 90 islands and islets in the Taiwan Strait, Penghu has beaches, ancient temples and traditional Taiwanese architecture.
- Boyacá, Colombia: This region blends colonial history, natural beauty and quaint towns like Villa de Leyva.
- Trentino – Alto Adige, Italy: Set in the Italian Alps, this region is known for its stunning mountain landscapes, outdoor sports opportunities and unique blend of Italian and Austrian cultures.
- Los Lagos, Chile: This southern Chile area is famous for its lakes, volcanoes, forests and the picturesque Chiloé Island.
- Erongo, Namibia: With its mix of desert landscapes, coastal towns and unique wildlife, Erongo is ideal for adventurers and nature enthusiasts wanting to explore the African wilderness.
- Otago, New Zealand: Otago, in the southeastern part of the South Island, is known for its wild beaches and rugged interior mountains. It’s also home to the city of Dunedin, which has Scottish heritage and a vibrant student life.
- Lapland, Finland: In the northernmost region of Finland, Lapland is a magical destination marked by the incredible Northern Lights.
- Asturias, Spain: Located in northwestern Spain, Asturias is known for its rugged coast, medieval architecture and the Picos de Europa mountains.
- Friesland, Netherlands: This province in the northern Netherlands is characterized by its lakes for sailing, amazing cycling paths and quaint villages.
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