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Tuscany’s capital once again tops Travel + Leisure’s 2025 list, proving that small-scale beauty, cultural richness, and timeless charm still reign in the age of conscious tourism.
Every year, Travel + Leisure survey its vast global readership to compile the World’s Best Awards, spotlighting the most beloved destinations across continents. In 2025, the results for Europe came with a mix of surprise and inevitability: the most beautiful and beloved city on the continent is once again in Italy. But it’s not Rome. Nor is it Venice. It’s Florence—the Renaissance jewel of Tuscany that continues to captivate travellers from around the world.
With nearly 180,000 participants voting in the annual survey, the results reflect not just fleeting travel trends, but deeper preferences rooted in culture, beauty, and emotional connection. Despite record-breaking heatwaves sweeping across southern Europe in recent summers, travellers remain undeterred in their love for the Mediterranean—especially its middle-sized cities. These “human-scale” destinations are becoming the new face of thoughtful tourism: less overwhelming than major metropolises, yet rich in authenticity, local flavor, and cultural depth.
Florence: A Timeless Winner
Florence, the cradle of the Renaissance, has topped the list again leaving behind heavyweights like Paris, London, and Amsterdam. Readers praise its unmatched blend of art, liveability, and romantic charm. “I’ve been there twelve times, and it never gets old,” one reader noted. Another added, “The architecture is stunning, the people are kind, and the food is out of this world.”
Beyond its masterpieces—Brunelleschi’s Dome, Botticelli’s Primavera, and Michelangelo’s David—Florence wins hearts with its walkable historic centre, boutique shopping, culinary traditions, and the feeling of intimacy that larger cities struggle to offer. In an age where travellers increasingly seek meaningful, slower-paced experiences, Florence hits the perfect note.
The Mediterranean’s Enduring Appeal
Florence’s victory fits into a larger trend: Mediterranean cities are thriving in the hearts of global travellers. Spanish gems follow closely in the ranking. Second place went to Seville, praised for its romantic atmosphere, affordability, and vibrant cultural life. Moorish architecture and flamenco rhythms continue to charm visitors who want history without the price tag of northern capitals.
Granada took third place, its Alhambra palace and tradition of free tapas with drinks winning over foodies and culture lovers alike. Istanbul came in a close fourth, celebrated for its layered cultural identity—blending Greek, Roman, Byzantine, and Ottoman influences into a unique urban mosaic. Rounding out the top five is none other than Rome, whose eternal allure—its ruins, fountains, piazzas, and everyday surprises—never fails to impress.
Siena Rises in the Ranks
Italy’s dominance doesn’t stop with Florence and Rome. A surprise this year was Siena’s dramatic leap from 14th to 6th place. This medieval Tuscan city—often overshadowed by its larger neighbours—struck a chord with travellers seeking beauty in every corner. A UNESCO World Heritage site, Siena offers cobblestone streets, gothic architecture, and a romantic atmosphere that one reader described as “soaked into the air itself.”
Siena’s inclusion reinforces Tuscany’s rising status as the spiritual heart of Europe for many travellers. Whether it’s sipping a glass of Chianti among the cypress-lined hills or wandering through the timeless alleys of a stone village, Tuscany captures a longing for a slower, more meaningful way of life.
Beauty, Subjectivity, and a Touch of Rivalry
Despite Florence’s win, not everyone agrees on the title of “Europe’s most beautiful city.” France, after all, remains the most visited country in the world—drawing more international tourists than Italy. Paris, with its monumental elegance and cultural influence, still holds a special place in many travellers’ hearts. Yet this year, its rival across the Alps proved once again that beauty isn’t always about grandeur—it’s about harmony, humanity, and heart.
Florence’s win is not just a victory for Italy, but a reminder of what many seek in a travel experience today: a connection to history, beauty, and a city that invites you to linger, not rush. In a time when tourism is shifting toward more responsible, experience-driven choices, Florence leads by example—and perhaps, by soul. So while debates will continue (and perhaps even intensify) over which city is truly the fairest in Europe, for now, the crown belongs to Florence—graceful, eternal, and deeply loved.
Alessandro Fiorentino