A detailed analysis of more than a million travel reviews has led an Irish travel insurance company to conclude that Tulum — one of the more laid-back beach resorts on Mexico’s Caribbean coast — is the happiest travel destination on earth.
The company, JustCover, pored through written comments on all kinds of tourist attractions — national parks, entertainment venues, scenic places and urban areas, as well as resorts — looking for vocabulary such as “happy” and “joy.”
Quintana Roo shines at the 2025 World Travel Awards in Cancún
Based on their research, they assigned a “Happy Place Score” to each destination on a scale of 0 to 100. Tulum ended up with a perfect 100 out of 100 score.
Tulum has indeed become extremely popular in recent years as a more tranquil option to bustling Cancún in Quintana Roo state. JustCover mentioned Tulum’s preserved Maya ruins, perched on a cliff overlooking the Caribbean Sea, its nature reserves and picturesque view.
“Tulum also draws visitors with its thriving food, nightlife and wellness scene,” the company pointed out.
Tulum boasts several smaller resorts and boutique hotels, which many tourists are opting for over Cancún’s giant all-inclusive resorts and beach clubs. It also offers a wide range of adventure and eco-tourism attractions, including cenotes and a lazy river.
Travel + Leisure’s World’s Best Awards 2025 list of the best resorts in Mexico featured both the Conrad Tulum Riviera Maya and La Zebra Tulum.
The town is also home to some of Mexico’s most well-regarded restaurants, with several spots mentioned in the Michelin Guide.
While Tulum came out on top in terms of happiness, Oaxaca was also given a high score for its “food, markets, and its deep Indigenous culture,” ranking in third place.
JustCover’s top 10 Happy Place Destinations are as follows:
- Tulum, Mexico
- Soufrière, Saint Lucia
- Oaxaca, Mexico
- Las Vegas
- Maui, Hawaii
- New York City
- Cappadocia, Turkey
- Rio de Janeiro
- Chicago
- Toronto
With reports from Travel + Leisure and USA Today
