Hospitality remains one of travel’s most enduring values, and the latest Readers’ Choice Awards by Condé Nast Traveller shine a spotlight on Europe’s most welcoming countries. These destinations are recognised not only for their scenery and heritage, but also for the character of their local communities and the genuine sense of welcome they offer visitors. CN Traveller

Leading the list are several European nations celebrated for their friendly, engaging cultures. One Baltic country makes a stunning debut at the top spot. At the same time, a mix of Mediterranean, Nordic and Central European nations follows, each reinforcing the idea that friendliness is a vital part of destination appeal. Among them, Portugal is praised for its close-knit communities and inviting food culture; Greece is recognised for its ancient tradition of “philoxenia” or love of foreigners; Italy is lauded for its vivacity and approachable locals; Spain for its warm beach and festival culture; and Austria and Iceland for their combination of beauty, culture and welcoming attitude.

For tourism professionals and destination marketers, the list offers more than just a travel-inspiration tool—it provides insight into how local attitudes, culture and social values translate into visitor satisfaction. A friendly destination is not only more enjoyable to visit but can also support repeat visits, positive word of mouth, and stronger relationships between hosts and guests.

In a saturated market, destinations that emphasise genuine hospitality and authentic local interaction can stand out. The CN Traveller ranking reminds us that in Europe’s competitive tourism landscape, being recognised as welcoming is a powerful asset. Visitors increasingly seek more than landmarks—they look for meaningful human connection.

The full list of friendliest countries in Europe, complete with scores and country profiles, is available on the CN Traveller website.

#Destination marketing #Sustainable tourism #Cultural tourism