Nordic destinations: among the most popular and greenest cities

According to the latest data collection, tourism affluence is increasingly oriented towards Nordic destinations, iconic green places immersed in colder and more pleasant environments.

In fact, more than 80% of international visitors are looking for places that respect eco-sustainability principles, as demonstrated by the most popular booking websites.

This tourism result demonstrates how climate change effects visitors’ demands and preferences beyond other decisional factors such as seasonality, like mild spring or early autumn tourism offers.

Environmental, socio-economic and political factors influence tourism preference such as the rising costs of fuel, food and energy consumption at global level.

Scandinavia is among the most popular european tourist destinations: Norway, Sweden, and Finland respect green principles and are attentive to climate change, nestled in an ideal ecosystem where nature plays a fundamental role.

Furthermore, urban tourism also reflects these prerogatives, especially regarding northern cities.

Copenhagen was ranked as best tourist destination globally (2025). It currently remains among the most favourite cities, along with Helsinki and Stockholm.

In addition to these Nordic countries, Germany and Austria are also in the top position of best tourist destinations where to live.

Vienna, for instance, was ranked as the second best city, both for efficiency and quality of services, as well as for its careful attention to environment and culture.