Lisbon has been named the world's premier destination for holiday-related wellbeing in a new global study. The 2026 Holiday Happiness Index by BookRetreats identifies the Portuguese capital as the top choice for travelers seeking joy.
The serotonin and dopamine triggers of travel
The rise of wellness tourism is reflected in these rankings, which prioritize mental health and physiological triggers over traditional luxury. According to the BookRetreats report, destinations are now being evaluated on their ability to stimulate "happy hormones" like serotonin, dopamine, endorphins, and oxytocin.
Dr. natalie Dattilo-Ryan , a Harvard-affiliated clinical psychologist, notes that these chemical responses are often influenced by environmental factors such as sunlight, movement, and rest.. This shift suggests that the future of the travel industry may lie in "wellness-first" planning rather than mere sightseeing.
Why 2,800 hours of Lisbon sunshine matters
Sunlight and urban design appear to be the primary drivers for the top-tier cities in the index. Lisbon leads the rankings with over 2,800 hours of annual sunshine, while Athens, which ranks fourth, offers 2,773 hours of sun and is cited as the most walkable destination in the study.
Walkability and nutrition also play a role in these high scores, as reported by the Holiday Happiness Index. the study notes that nearly 10 per cent of restaurants in both Lisbon and Athens offer healthy food options, facilitating a lifestyle that supports physical movement and better digestion.
Orlando's 258 square metres of green space
Access to nature through green space provides a significant boost to the rankings of cities like Orlando and Helsinki. orlando, the third-ranked destination, boasts 258 square metres of green space per person, the highhest figure in the index, while Helsinki provides 126 square metres per person.
Edinburgh, which holds the fifth spot, also benefits from high greenery levels, featuring 144 different parks and green spaces. These natural environments, ranging from the Royal Botanic Garden to the trails of Pentland Hills Regional Park, are essential components of the mood-boosting factors identified in the study.
The missing data in the BookRetreats methodology
Despite the detailed ranings, several critical aspects of the BookRetreats methodology remain unaddressed. It is unclear how the study quantified "happiness" or what specific data sources were used to calculate the scores for cities like Budapest or Vienna. Furthermore, the report does not clarify if the index accounts for the cost of travel or the seasonal volatility of weather in these regions.
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