While the glossy brochures and Instagram feeds might showcase breathtaking beaches or iconic landmarks, it’s often the human connections forged during our travels that linger in our minds long after we’ve returned home. Recommendations from mates or family frequently highlight the warmth of the locals, a crucial element in planning a getaway, especially in an era where anti-tourism sentiments can occasionally make headlines. Ultimately, it’s the people who truly bring a place to life. For those seeking destinations where genuine hospitality is a hallmark, Booking.com has unveiled a list of 10 cities and 10 regions that promise a truly welcoming experience.
Europe’s Friendliest Destinations: Cities and Regions
The data, compiled as part of Booking.com’s Traveller Review Award 2026, shines a light on places where travellers consistently report positive interactions and exceptional service.
Top Welcoming Cities in Europe
Montepulciano, Italy: Nestled in the heart of southern Tuscany, this picturesque hill town has been crowned the most welcoming city globally. Beyond the friendly faces, Montepulciano is renowned for Vino Nobile, a celebrated red wine produced in the surrounding vineyards. It’s a must-visit for wine enthusiasts eager to explore local wineries and indulge in tastings.
Harrogate, England: This charming English spa town secures a commendable fourth place on the global list. For travellers looking to unwind and rejuvenate, a pampering day at one of Harrogate’s renowned spas is a top priority.
Klaipėda, Lithuania: Rounding out the cities list, Klaipėda, a vibrant port city, offers a delightful experience for visitors. A wander through its enchanting old town is highly recommended, particularly for art aficionados, as the streets are adorned with captivating sculptures.
Notable Welcoming Regions in Europe
Four European regions also earned accolades for their outstanding hospitality:
Navarra, Spain (Third Globally): While the capital, Pamplona, is world-famous for its July running of the bulls festival, Navarra offers much more. Travellers are drawn to its diverse natural landscapes, including the striking Bardenas Reales badlands and the expansive Irati Forest, a haven for hikers and nature lovers.
Saxony, Germany (Sixth Globally): This German state is a hub for incredible city breaks. Its capital, Dresden, and largest city, Leipzig, are brimming with culture and history. Chemnitz is also set to gain further international recognition as a European Capital of Culture in 2025.
Overijssel, Netherlands (Eighth Globally): This region is home to Giethoorn, often dubbed the “Venice of the North,” where life revolves around its picturesque canals, navigable by boat. The former Hanseatic city of Kampen also beckons with its beautifully preserved historic buildings.
Epirus, Greece (Ninth Globally): Located on mainland Greece, Epirus is a paradise for hikers, thanks to the majestic Pindos Mountains. The region’s unique villages, known as Zagorochoria, were deservedly added to the UNESCO World Heritage list in 2023, offering a glimpse into traditional Greek life and stunning natural beauty.
Global Hotspots for Warm Welcomes: Cities and Regions
The recognition extends far beyond Europe, highlighting a global appreciation for destinations that prioritise traveller comfort and connection.
Top Welcoming Cities Worldwide
Magong, Taiwan: Situated in the Penghu Islands off Taiwan’s west coast, Magong takes the second spot globally. The archipelago attracts visitors with its crystal-clear waters and significant historical sites, such as the Penghu Tianhou Temple, the oldest Mazu temple in the country.
San Martín de los Andes, Argentina: This stunning city, located on the shores of Lácar Lake, claims the third position. Its breathtaking natural setting makes it a highly sought-after destination.
Fredericksburg, Texas, USA: Rounding out the top five is Fredericksburg, a small city in Texas named after Prince Frederick of Prussia. Its rich German heritage is a significant draw for visitors, offering a unique cultural experience.
Other cities making the top 10 include:
- Pirenópolis, Brazil
- Swakopmund, Namibia
- Takayama, Japan
- Noosa Heads, Australia
Leading Welcoming Regions Across the Globe
The distinction of the most welcoming region in the world goes to Hidalgo, Mexico. This region is celebrated for the extraordinary Prismas Basalticos, a canyon lined with fascinating basalt columns.
Following closely is Newfoundland and Labrador, Canada, a region renowned for its abundant wildlife and stunning natural landscapes.
Additional regions recognised for their exceptional hospitality include:
- Idaho, USA
- Himachal Pradesh, India
- Phang Nga, Thailand
- Chiriquí, Panamá
How These Lists Were Determined
The creation of these “most welcoming” lists is rooted in Booking.com’s comprehensive Traveller Review Award 2026. The awards are designed to celebrate destinations that consistently provide an outstanding hospitality experience. This includes not only thoughtful touches and warm interactions but also hosts who consistently go above and beyond to ensure a memorable stay.
The ranking mechanism focuses on the number of awards each destination received. Destinations with a higher proportion of award-winning accommodation providers, relative to the total number of listings on the Booking.com platform, were given prominence on these prestigious lists. This ensures that the accolades reflect genuine, widespread positive feedback from travellers worldwide.
