In a finding that may surprise those accustomed to the capital's famously reserved public demeanor, London has been named the most welcoming city for tourists in Europe. The ranking comes from eSIM provider Holafly, which evaluated 200 cities worldwide on criteria including safety, visa openness, tourism and information services, and English proficiency among residents.
Globally, London placed second overall, behind only Singapore. The Asian city-state claimed the top spot thanks to a safety score of 77.7 on Numbeo, a visa openness score of 164 on the Henley Openness Index, and 41 tourism and information assistance points across the country.
European cities in the global top 20
Nine European cities made the global top 20, with the United Kingdom contributing two: London and Edinburgh, which ranked 11th. Denmark also placed two cities in the list: Copenhagen at ninth and Aarhus at 10th. Czechia followed suit with Prague at 16th and Brno at 20th. The Netherlands had three cities in the top 20: The Hague at seventh, Utrecht at 12th, and Amsterdam at 17th.
Despite this strong showing, Europe did not claim the title of most welcoming country overall. That distinction went to Canada, which placed three cities in the top 20: Ottawa (14th), Toronto (18th), and Montreal (19th).
The full global top 20 list is as follows: Singapore, London, Sydney, New York City, Boston, Penang Island (Malaysia), The Hague, Hong Kong, Copenhagen, Aarhus, Edinburgh, Utrecht, Davao City (Philippines), Ottawa, Melbourne, Prague, Amsterdam, Toronto, Montreal, and Brno.
The findings come amid a broader context of shifting travel patterns and economic pressures across Europe. For those considering a move to the continent, the 2026 Expat Rankings offer additional insight into which countries are most attractive for longer-term stays, with Spain, Portugal, and Luxembourg making the top 10.
Meanwhile, the tourism industry in Europe continues to evolve. In Italy, authorities recently uncovered a fraudulent scheme where a man built a fake Roman amphitheatre and charged tourists €40 to visit, highlighting the need for vigilance among travelers. And for those seeking natural beauty, Sardinia dominates Italy's top beach rankings for 2026, offering a compelling alternative to urban destinations.
The Holafly ranking underscores the importance of factors beyond mere attractions in determining a city's appeal to tourists. Safety, ease of entry, and the availability of information services all play a crucial role in shaping a visitor's experience. As European cities compete for a share of the global tourism market, investments in these areas may prove decisive.
