In today’s tourism trends, travel is no longer measured solely by renewal and rest, but also by destinations’ sustainable living standards and happiness indexes. According to the newly released Holiday Happiness Index, Portugal’s capital Lisbon has been named the world’s number one city for delivering on these aspirations.
“For the tourism industry, happiness has become the new keyword in marketing campaigns.”
The Holiday Happiness Index and Its Scope
Prepared by BookRetreats, the Holiday Happiness Index compared 47 destinations across five critical criteria: amount of sunlight, access to healthy food, sleep quality, time spent in nature, and exercise opportunities. These parameters align closely with the lifestyle expectations that increasingly shape modern travelers’ holiday choices. Beyond offering a skillful ranking, the index also provides destinations with a strategic framework for repositioning themselves.
Why Lisbon Took the Crown
Lisbon emerged as the happiest travel destination worldwide. The city stands out with an impressive average of 2,828 hours of sunshine per year. Its diverse gastronomy scene and abundance of healthy dining options further enhance its ranking. Thanks to Lisbon’s walkable urban fabric, visitors naturally meet their daily activity needs. The city’s steep hills not only reshape how tourists experience the destination but also merge sightseeing with physical exercise. Moreover, Lisbon has almost four times more green space than Madrid, solidifying its identity as a “happiness-friendly city.”
Global Contenders in the Ranking
Helsinki, Finland, took second place with its nature-oriented lifestyle and calm urban character, representing Northern Europe’s sustainability-driven tourism model. Orlando ranked third, Athens came fourth, and Edinburgh secured fifth place. Experts note that Lisbon’s true strength lies in its balanced performance across all parameters. Rather than excelling in just one area, Lisbon shines consistently—from sunlight to gastronomy, green spaces to urban accessibility.
“Research shows that travelers now value emotional satisfaction in destination choices just as much as economic appeal.”
A New Direction for the Tourism Industry
The findings indicate that future destination marketing strategies will place greater emphasis on happiness and quality of life. This approach moves beyond traditional campaigns, positioning cities not only through history and culture but also as holistic experiences defined by lifestyle, health, and well-being. Lisbon’s example provides tourism professionals with vital insights into how consumer expectations are being redefined.
Lisbon’s Winning Cards in the Global Happiness Index
Annual Sunshine: 2,828 hours
Green Space: Nearly 4x more than Madrid
Gastronomy: High density of healthy restaurants, rich local cuisine
Walkability: Visitors average over 8,000 steps daily in the city center
Exercise Opportunities: Natural trails and steep streets create “hidden workouts”
