The world's happiest destination receives a perfect score.
Over 1 million online travel reviews across 155 destinations worldwide were analyzed by travel insurance company JustCover to find the places that leave travelers feeling the happiest and most satisfied. As a result, Tulum, Mexico, beat hundreds of other destinations to claim the number one spot with a perfect score of 100.
Located on the Yucatán Peninsula, about 130km south of Cancún, Tulum boasts a rare combination: the azure Caribbean Sea, white sandy beaches, rainforests, ancient Mayan ruins perched on cliffs, along with a vibrant array of restaurants, resorts, wellness centers, and nightlife.
In other words, this is a place where visitors can start their day with a swim in nature, spend the afternoon exploring the remnants of the Mayan civilization, and end the day with a dinner by the sea or immerse themselves in music amidst the rainforest.
Tulum is one of 11 municipalities in the canton of Quintana Roo, located in the southern Riviera Maya region and on the Caribbean coast.
This area was once a pre-Columbian Mayan city, and is known as the last city built and inhabited by the Mayans. The well-preserved ruins have become one of Tulum's greatest attractions.
While Cancún is known for its lively, festive atmosphere, Tulum offers a different kind of appeal. Its white sandy beaches, sparkling waters, and tropical nature create an environment that is both relaxing and liberating.
Perhaps that's why Tulum suits many types of travelers. Those seeking relaxation can find seaside resorts; adventure seekers can dive into cenotes, trek through forests, or explore Mayan ruins; and thrill-seekers can wait for nightfall to begin a new wave of fun.
A wild world by the Caribbean Sea
One of the most unforgettable experiences for visitors to Tulum is exploring cenotes – natural sinkholes that form freshwater lakes, connected to underground river systems.
In the heart of the Yucatán Peninsula, where there are virtually no surface rivers, the groundwater network is incredibly rich. Natural caves and pools with crystal-clear water create a magical landscape, giving visitors the feeling of stepping into another world.
Gran Cenote, Cenote Cristal, and Cenote Tankah are some of the most frequently mentioned locations. Gran Cenote, in particular, is located about 3km from the center of Tulum and boasts caves large enough for visitors to swim, snorkel, and observe the stalactites and stalagmites up close.
Leaving the mystical cenotes behind, visitors can explore the Sian Ka'an Biosphere Reserve, a UNESCO World Heritage Site since 1987.
This is a large nature reserve in the Caribbean, with a diverse ecosystem including rainforests, swamps, and a variety of wildlife. Jaguars, flamingos, mountain lions, spider monkeys, sharks, and over 300 species of birds are just some of the things that contribute to the region's appeal.
For travelers seeking a temporary escape from the hustle and bustle of city life, Sian Ka'an is like a getaway amidst pristine nature.
If you had to choose one place to understand why Tulum is called the happiest place in the world, Playa Paraiso might be the most compelling answer.
The crystal-clear blue waters, fine white sand, and palm trees swaying in the breeze create a scene that looks like it stepped right out of a travel postcard. Visitors can lie on the sand, soak in the Caribbean waters, or go snorkeling to explore the underwater world .
This is also the kind of beach where you can easily lose track of time. No need for a long schedule; just a towel on the sand and a few leisurely hours are enough to create a memorable day.
Tulum also boasts one of the most unique archaeological sites: ancient Mayan ruins nestled against cliffs and overlooking the Caribbean Sea.
Early morning is the ideal time to explore the site when it's not too crowded. Ancient structures nestled amidst nature, along with birds, Mexican iguanas, and native animals, create a space that is both historically significant and rich in experience.
For those who want to gain a deeper understanding of Mayan history and civilization, a local guide will make the journey even more enjoyable.
Relax during the day, party hard at night.
Tulum isn't just for vacationers. As the sun sets, this seaside town takes on a completely different appearance. Beachfront bars light up, music fills the air, and parties continue in a tropical atmosphere.
Visitors can enjoy dinner by the sea, attend full moon parties, or dance barefoot on the sand to the music of a DJ.
Gitano Tulum, a bar nestled in the forest, is the perfect choice for those seeking a lively atmosphere with cocktails and techno music. Ahau Tulum, on the other hand, offers a more intimate setting where visitors can chat with locals while listening to the sound of the waves.
Tulum can therefore satisfy two seemingly contradictory needs: a slow-paced day and a dazzling night.
Cuisine also contributes to Tulum's appeal, especially for seafood lovers.
Visitors can easily find delicious fresh seafood at many restaurants in town. El Camello Jr. is famous for its hearty ceviche featuring shrimp, octopus, and various fish. Meanwhile, Antojitos La Chiapaneca is a budget-friendly option for enjoying al pastor pork tacos.
From street food to dinners by the sea, Tulum's culinary scene continues to extend the "happy" experience for visitors in its own unique way.
10 happiest places in the world:
1. Tulum, Mexico - 100
2. Soufrière, Saint Lucia - 95.2
3. Oaxaca, Mexico - 88.0
4. Las Vegas, USA - 88.0
5. Maui, USA - 84.6
6. New York, USA - 81.5
7. Cappadocia, Türkiye - 77.5
8. Rio de Janeiro, Brazil - 75.2
9. Chicago, USA - 74.0
10. Toronto, Canada - 71.4
In Europe, Italy's Positano topped the list with a score of 100, followed by Montenegro's Santorini and Kotor; Florence and London also made it into the top 5.