In global tourism, destination competitiveness is no longer shaped solely by price, experience, and accessibility. Visitor-based analyses conducted throughout 2025 indicate that perceptions of urban cleanliness are becoming an increasingly decisive factor in destination branding. Particularly in high-volume tourism cities, environmental management performance is now directly reflected in visitor satisfaction.
The Five Cities Most Frequently Perceived as Dirty by Tourists
According to evaluations based on visitor feedback and experience scores, Budapest ranks first among cities receiving the most negative cleanliness perceptions, with 37.9% of visitors rating the city unfavorably in this regard. Rome follows with 35.7%, while Las Vegas ranks third at 31%. Florence places fourth with 29.6%, and Paris completes the top five with a rate of 28%.
What these cities have in common is their consistently high tourist volumes and uninterrupted visitor flows throughout the year. This constant pressure places significant strain on public space maintenance and waste management systems.
High Expectations and Low Tolerance Thresholds
In destinations with strong global brand recognition, visitor expectations rise accordingly. As a result, even relatively minor environmental shortcomings can escalate into broader negative perceptions affecting the overall travel experience. Dense pedestrian traffic in historic centers, aging infrastructure, and limited cleaning capacity have become focal points of criticism.
This dynamic demonstrates that cleanliness perception is shaped not only by physical conditions but also by expectation management.
The Economic and Strategic Impact of Cleanliness Perception
Research shows that visitors dissatisfied with environmental conditions are significantly less likely to revisit a destination or recommend it to others. This trend increases the risk of indirect revenue loss, particularly in high-spending segments such as city tourism and cultural tourism.
At this level, cleanliness and environmental order are no longer merely operational concerns; they emerge as strategic investment areas essential for protecting destination brand value.
A Destination Management Perspective
The data highlights that success in tourism is no longer defined solely by increasing visitor numbers but by effectively managing visitor density. Investments in cleanliness, infrastructure, and environmental sustainability have become as critical as marketing and promotional efforts.
For destinations that fail to adapt, over tourism represents not just an operational burden but a structural risk affecting perception, reputation, and long-term competitiveness.
