Lisbon has been named the happiest tourist destination in the world according to the 2026 Holiday Happiness Index. The Portuguese capital ranked first among 47 destinations worldwide. The index assessed five factors associated with holiday wellbeing: sunlight, sleep quality, healthy food, access to nature and physical activity.
The study was produced by BookRetreats in collaboration with clinical psychologist and Harvard Medical School instructor Dr Natalie Dattilo-Ryan. All five factors were given equal weight in the final ranking.
Further details about the study have been published by Portugal Global. The ranking was also reported by Euronews.
Why Was Lisbon Named the Happiest Tourist Destination?
Several factors contributed to Lisbon’s first-place ranking.
The city receives approximately 2,828 hours of sunshine per year. It also has around 49 square metres of green space per resident.
Food was another important factor. Almost 10% of Lisbon’s restaurants are classified as healthy, giving the city the second-highest share among the destinations included in the index.
According to the study, this puts Lisbon ahead of cities such as Paris, Tokyo and New York in this particular measure.
Walkability was also considered. Lisbon has a famously hilly landscape, but its relatively compact layout makes many of its main attractions accessible on foot.
The city’s proximity to nature is another advantage. The beaches of Cascais and Costa da Caparica can be reached by public transport in roughly an hour.
What Does the Holiday Happiness Index Measure?
The Holiday Happiness Index combines five main factors:
- sunlight;
- sleep quality;
- healthy eating;
- access to nature;
- physical activity.
Each factor has an equal weight in the final score.
This means that Lisbon’s first-place result reflects the combined performance across these five indicators. The term happiest tourist destination does not mean that every visitor to Lisbon is necessarily happier than visitors elsewhere.
The study does not directly measure tourists’ personal emotions. Instead, it assesses environmental and lifestyle conditions that the researchers associate with wellbeing during a holiday.
Happiest Tourist Destination – Top 10
According to the Holiday Happiness Index, the top 10 destinations are:
- Lisbon, Portugal
- Helsinki, Finland
- Orlando, United States
- Athens, Greece
- Edinburgh, Scotland
- Madrid, Spain
- Vienna, Austria
- Budapest, Hungary
- Oslo, Norway
- Vilnius, Lithuania
With the exception of Orlando, all destinations in the top 10 are located in Europe.
Helsinki Second, Orlando Third
Finland’s capital Helsinki ranked second in the index.
The study particularly highlights Helsinki’s green spaces and sleep-related conditions. The city has approximately 126 square metres of green space per resident.
Orlando ranked third. One of the city’s notable advantages in the index is its amount of sunshine, with approximately 2,930 hours of sunshine per year.
Why Is Wellbeing Becoming More Important in Tourism?
The Holiday Happiness Index reflects a broader trend in tourism, where the quality of the travel experience is increasingly considered alongside traditional attractions.
Tourist destinations are not evaluated only by their landmarks and cultural sites. Factors such as access to nature, walkability, healthy food and opportunities for physical activity can also shape the overall travel experience.
In Lisbon’s case, the combination of these factors contributed to its high result in the index.
What Opportunities Does Georgia Have?
This trend is also relevant to Georgia’s tourism industry.
Tourism in Georgia offers a wide range of experiences. Travellers can combine seaside, mountain, wine, cultural and ecotourism experiences within one country.
One of Georgia’s strengths is the diversity of its tourism offering. Visitors can plan different types of travel within a relatively compact destination.
Access to nature is another important part of Georgia’s tourism potential. Mountains, national parks, protected areas and canyons create opportunities for active and nature-based tourism.
Domestic Tourism and Georgia’s Regions
Domestic tourism is another important part of Georgia’s tourism sector.
A Travel News article, Tbilisi and Imereti Are the Most Popular Destinations for Local Tourists, examines domestic travel patterns among Georgian residents.
The development of regional tourism is important for local businesses and also helps diversify Georgia’s overall tourism offering.
Wine and Gastronomy in Georgia’s Tourism Industry
Healthy food is one of the factors included in the Holiday Happiness Index. In Georgia, food and wine are also important parts of the tourism experience.
Wine Tourism is one of the significant segments of Georgia’s tourism offering.
Wine cellars, tastings and traditional Georgian cuisine provide visitors with distinctive experiences. These activities can also be combined with nature, cultural and regional tours.
In 2026, more than GEL 13 million was allocated for the promotion of Georgian wine. The funding covered various promotional activities in international markets.
What Does Lisbon’s Example Show the Tourism Industry?
Lisbon’s first-place result in the Holiday Happiness Index highlights the importance of a diverse tourism experience.
Sunshine, green spaces and walkability are among the factors that contributed to the city’s result.
Healthy food and access to natural areas also play a role.
Georgia can also consider these trends when developing its tourism offering. The country already has mountains, the Black Sea coast, wine, Georgian cuisine, nature and cultural heritage.
At the same time, Lisbon’s ranking does not mean that the city is objectively better than every other destination. The index evaluates five specific indicators, and the final ranking reflects the methodology used in the study.
Lisbon – The 2026 Happiest Tourist Destination
According to the Holiday Happiness Index, Lisbon ranked first among 47 tourist destinations worldwide.
The city’s result was supported by its sunshine, green spaces and healthy dining options. Walkability and proximity to natural areas were also important factors.
The study illustrates that modern tourism is not only about attractions and sightseeing. The environment in which people travel and the quality of their time away can also influence how a destination is perceived.
Sources: Holiday Happiness Index / BookRetreats; Euronews; AICEP Portugal Global.
