The latest travel spotlight on five fast-rising cities underscores a broader shift in global tourism: travellers are increasingly looking beyond the traditional capitals and marquee destinations that have dominated itineraries for decades. In a world shaped by higher air connectivity, changing travel habits, and a growing appetite for places with a distinct cultural identity, cities such as Toulouse and Ho Chi Minh City are emerging as serious contenders for attention.
What makes this trend notable is not simply that these cities are becoming more popular. It is that they are doing so in a way that reflects structural changes in how people choose where to go. Travellers are now more likely to seek destinations that offer a strong sense of place, a manageable scale, and a mix of heritage, food, design, and contemporary urban energy. That combination has helped elevate cities that may once have been seen as secondary stops into destinations in their own right.
Cities on the rise
Toulouse, long known for its aerospace industry and elegant southern French character, represents the kind of city that benefits from both economic strength and cultural appeal. It is not a classic tourist magnet in the mould of Paris, yet that has become part of its advantage. Visitors increasingly value cities that feel lived-in rather than overexposed, and Toulouse offers a blend of historic architecture, riverfront atmosphere, and a strong regional identity that distinguishes it from France's more crowded travel icons.
Ho Chi Minh City, by contrast, reflects the dynamism of Southeast Asia's urban growth. As Vietnam's commercial engine, it has become a place where business, culture, and street-level energy intersect. For travellers, the city offers a dense urban experience marked by food culture, colonial-era architecture, and a fast-changing skyline. Its rise on travel radars speaks to the growing appeal of destinations that feel immediate, energetic, and economically significant.
The inclusion of other fast-rising cities in the same conversation points to a wider pattern: travellers are increasingly drawn to places that are not only attractive but also evolving. That evolution may come through new transport links, urban regeneration, stronger hospitality sectors, or a more deliberate effort by city authorities to position themselves internationally. In many cases, these cities are benefiting from the same forces that shape investment and diplomacy: connectivity, reputation, and the ability to project confidence to the outside world.
Why travellers are shifting
This is not just a tourism story. It is also a story about how cities compete in the global attention economy. As major destinations face overcrowding, higher prices, and pressure on infrastructure, secondary and mid-sized cities are gaining an opening. They can offer a more accessible experience, often at better value, while still delivering high-quality cultural and culinary experiences.
The pandemic accelerated this rebalancing. Travellers became more open to flexible, less conventional itineraries, and many have retained that mindset. At the same time, social media and digital travel platforms have made it easier for lesser-known cities to build reputations quickly. A strong visual identity, a distinctive food scene, or a well-preserved historic core can now propel a city into global visibility far faster than in the past.
For local governments and tourism boards, this creates both opportunity and risk. Rising visibility can bring jobs, investment, and international recognition. But it can also strain housing, transport, and public space if growth is not managed carefully. Cities that rise too quickly without planning can find themselves confronting the same pressures that once made travellers look elsewhere.
The bigger urban signal
The deeper significance of this BBC-highlighted trend is that it reflects a changing hierarchy in global travel. The cities now climbing traveller wish lists are not necessarily the largest or most famous. They are the ones that can combine authenticity with accessibility, and modernity with a recognisable local character.
That is why Toulouse and Ho Chi Minh City matter beyond the travel section. They illustrate how urban identity is becoming a strategic asset. Cities that can present themselves as culturally rich, economically relevant, and easy to explore are increasingly well placed to capture international interest. In that sense, the rise of these destinations is part of a larger global competition for people, capital, and attention.
For travellers, the takeaway is practical: the most rewarding destinations are not always the most obvious ones. The next compelling city break may be in a place that is still rising, still adapting, and still offering the sense of discovery that many seasoned travellers now actively seek.