One place in Italy has been ranked Europe’s happiest tourist destination. The village on the Amalfi Coast achieved a perfect score of 100 out of 100 in a study measuring where travellers experience the most genuine joy.
But how is a place’s happiness measured? A recent study by JustCover attempted to answer that by analysing more than one million reviews left by tourists at all kinds of venues: attractions, national parks, viewpoints, resorts and iconic destinations across 155 of the world’s most popular places.
Researchers counted how often travellers used words connected with happiness and joy. These are the happiest tourist destinations in Europe.
Positano
Millions of visitors arrive on the Amalfi Coast each year, but Positano is where most discover a pure, unfiltered sense of happiness. Its first-place position in the ranking comes as little surprise.
At the heart of the village is Spiaggia Grande, a pebble beach at the foot of the town. Its backdrop is formed by Positano’s celebrated pastel-coloured houses, climbing up the cliffside in one of Italy’s most photographed views.
Santorini
Santorini comes second, the Greek island that most people recognise before they have even been there. Whitewashed houses, clear water and the outline of its volcanic caldera make up a picture-postcard scene that is hard to match.
Kotor
Montenegro is attracting more and more travellers looking for striking scenery away from the crowds. Kotor is a perfect example: a city set between mountains and the waters of its bay, protected by UNESCO.
Florence
In fourth place, happiness can be found among Florence’s Renaissance streets. The city has one of Europe’s most celebrated monuments, the Cathedral of Santa Maria del Fiore, one of the largest churches in the world at 153 metres long. Add excellent food and Tuscan wines recognised around the world, and it is easy to see its appeal.
London
London rounds off Europe’s top five, with a Happy Place Score of 64.8. Few cities have such a wide variety of experiences: a Premier League match, a West End show or a free exhibition at one of its world-renowned museums.
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