The most picturesque cities in Europe, according to Instagram

London ranks as the most Instagrammable travel destination in Europe, according to Instagram data. Travel experts at Kinglikeconcierge.com analysed Instagram hashtag data for nearly 120 European destinations to determine the most popular destinations on social media. 

The top 10 most Instagrammable European destinations, 2023 

London is at the top of the list, with more than 160 million Instagram posts containing London travel-related hashtags. London is a notorious travel destination, considering the array of museums, historical monuments, infamous restaurants and shops. Currently, two of London’s biggest attractions are tied for their number of Instagram hashtags, with both Big Ben and the London Eye holding 3.4 million hashtags each on the social media platform.

  The second most Instagrammable European destination is Paris, with more than 140 million posts containing Paris travel-related hashtags. Despite not taking the number one spot, Paris is synonymous with travel, fashion and food, all of which are shared heavily on social media platforms. Paris’ most iconic attraction, the Eiffel Tower, is currently tagged in 7.5 million posts on Instagram and has 3.1 billion views on TikTok.

  Barcelona takes the third spot, with more than 69 million posts containing Barcelona travel-related hashtags. Barcelona is famous for its stunning architecture and the visionary work of Antoni Gaudi, the architect behind La Sagrada Familia, Casa Milà and Casa Batlló. According to this data, Spain appears to be favoured among those on Instagram, with three Spanish destinations ranking within the top ten.

 In fourth place is Berlin, with 52 million posts containing travel-related hashtags. Berlin is frequently known as the greenest city in Europe, with numerous more open and green spaces available to the public than any other European city. Also known as the city of art, Berlin has over 170 museums showcasing artefacts from across the globe, which can explain this large number of posts on social media.

 Spain ranks again next, with Madrid taking the fifth spot with over 48 million posts containing Madrid travel-related hashtags. Madrid is known for its beautiful weather and famous landmarks, but it is also home to a World Heritage Site, the Royal Site of San Lorenzo de El Escorial, the historical residence of the King of Spain.

 Rounding out the top 10 is Amsterdam in sixth place with 35 million posts, followed by Rome in seventh place with 29 million posts. Spain ranks again with Valencia taking eighth place having over 28 million hashtags, followed by Hamburg in ninth place with 22 million and Milan in tenth place with 22 million hashtags.

 Thanasis Mougios from Kinglikeconcierge.com commented on these findings: “Social media has a profound influence on people, and now has become a vital factor when researching potential holiday destinations. Today, the most liked, viewed and shared holiday destinations online are the ones people want to travel to the most, with London taking the top spot in this study.”

 “It’s fascinating what these insights have revealed, that so many people visit Europe and absorb the culture, influencing others to do the same.”