With Tokyo being one of the most affordable holiday destinations this year – and home to the world’s coolest neighbourhood, no less – it’s easy to see why people fall in love with the capital. But this kind of affinity goes beyond good vibes, culture and food – it’s the overall experience that brings people back and inspires them to spread the word.
That much is proven by Tokyo’s ranking in brand consultancy Saffron’s City Brand Barometer 2025 – Tourism Edition, which explores top destinations around the globe that best deliver on what they promise.
This year’s report ranks 111 cities across three key factors: promise (30 percent), experience (50 percent) and delivery (20 percent). From gastronomy to infrastructure, it reveals how cities worldwide are shaping the future of travel – and Tokyo has secured second place with a score of 57.89, trailing only New York City (58.68).
Taking a closer look at the report, Tokyo tops the Experience category, offering visitors an exceptional range of world-class cultural attractions and gastronomy offerings. The capital also ranks high for affordability and safety.
Continuing on, Tokyo ranks seventh in the Promise pillar, which measures factors like digital reputation, global visibility and travelers’ intent to visit. Under the Delivery category, the capital comes in 12th, reflecting its transport infrastructure, global air connectivity, digital connectivity and visa openness.
According to Saffron, Tokyo wasn’t the only Japanese city making waves this year. Kyoto ranked 12th, Osaka 15th, Yokohama 19th, and Fukuoka landed at 81st, showing the range of the country’s standout destinations. On the critical side, the report notes that these ‘second cities’ often fall under Tokyo’s shadow and need to differentiate themselves more clearly to capture global attention.
To read the full report and discover which other cities made the list, visit the Saffron website.
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