From the Taj Mahal to Yellowstone National Park, Betway’s latest research has revealed the most popular Heritage Sites in the world.
From ancient cities to sprawling national parks, there are 1,199 World Heritage Sites dotted across the globe. A World Heritage Site might signify a remarkable accomplishment by humanity, serve as evidence of intellectual history, or be a place of great natural beauty. But, which spots should we be adding to our bucket lists this year?
To help travellers plan their next adventure, online slots site Betway’s latest research has analysed Instagram, TikTok, and Google search data for over 200 of the most-visited World Heritage Sites, to determine which are the most popular in 2024.
The most popular natural World Heritage Sites
From beautiful islands to epic national parks, these are the most popular natural World Heritage Sites in 2024.
Rank | Heritage Site | Country | No. of Instagram posts | No. of TikTok posts | Avg. monthly Google searches |
1 | Yellowstone | United States | 2,318,404 | 293,800 | 5,000,000 |
2 | Grand Canyon | United States | 4,374,676 | 138,600 | 1,220,000 |
3 | Yosemite National Park | United States | 1,616,897 | 68,300 | 550,000 |
4 | Dolomites | Italy | 3,468,272 | 84,600 | 450,000 |
5 | Lake District | United Kingdom | 4,319,392 | 128,200 | 368,000 |
6 | Pompei | Italy | 883,496 | 25,800 | 368,000 |
7 | Great Barrier Reef | Australia | 1,035,269 | 25,100 | 301,000 |
8 | Costiera Amalfitana (Amalfi Coast) | Italy | 3,865,061 | 133,300 | 110,000 |
9 | Everglades | United States | 850,824 | 33,300 | 246,000 |
10 | Plitvice Lakes | Croatia | 409,435 | 9,830 | 165,000 |
1. Yellowstone, US
Taking the crown as the most popular natural Heritage Site in the world is Yellowstone National Park. Located in the US, the park spans mostly through Wyoming but also into parts of Montana and Idaho too. It sees a huge five million Google searches per month, which is the most of any natural site included in the study.
With 2.3 million tagged Instagram posts, and 293,800 TikTok hashtag views, it’s also very popular on social media — and it’s not hard to see why. From sweeping canyons and wide valleys, to rushing rivers and lush forests, Yellowstone is full of stunning views.
It’s also known for its geothermal features, including the highly-predictable (and aptly-named) Old Faithful geyser, which has erupted every couple of hours since 2000.
2. Grand Canyon, US
In second place is another of the US’s Heritage Sites, the Grand Canyon. Found in Northern Arizona, the Grand Canyon has 4.4 million tagged Instagram posts — the most of any natural site in the study. It also sees around 1.2 million Google searches every month and has 138,000 tagged TikTok posts.
One of the most spectacular examples of erosion in the world, the Grand Canyon spans 228 miles in length, and is estimated to be around five to six million years old. Popular for activities such as hiking, biking, camping, and stargazing, you can also simply drive up to one of the viewpoints to take in the sweeping vistas.
3. Yosemite National Park, US
Rounding off the top three most popular natural World Heritage Sites is another US location, Yosemite National Park with over 1.6 million Instagram hashtags and 550,000 Google searches per month.
Famous for its breathtaking scenery which includes lakes, waterfalls and peaks, Yosemite is a must-see spot for anyone visiting California.
Rounding off the top five are the Dolomites in Italy and the Lake District in the United Kingdom.
The most popular cultural World Heritage Sites
From historical monuments to the ruins of ancient cities, these are the most popular cultural Heritage Sites in the world.
Rank | Heritage Site | Country | No. of Instagram posts | No. of TikTok posts | Avg. monthly Google searches |
1 | Taj Mahal | India | 2,684,348 | 169,100 | 1,830,000 |
2 | Machu Picchu | Peru | 2,353,842 | 184,900 | 1,500,000 |
3 | Statue of Liberty | United States | 2,344,845 | 75,400 | 1,000,000 |
4 | Stonehenge | United Kingdom | 918,287 | 22,200 | 1,000,000 |
5 | Petra | Jordan | 1,782,182 | 130,900 | 823,000 |
6 | Versailles | France | 2,397,960 | 84,900 | 673,000 |
7 | Mont-Saint-Michel | France | 670,830 | 12,900 | 673,000 |
8 | Chichen-Itza | Mexico | 1,122,967 | 39,500 | 550,000 |
9 | Tower of London | United Kingdom | 690,401 | 10,600 | 550,000 |
10 | Qutb Minar | India | 48,340 | 933 | 550,000 |
1. Taj Mahal, India
The Taj Mahal in India has ranked as the most popular cultural World Heritage Site. It has 2.7 million tagged posts on Instagram, the most of any cultural site in the study, and it also sees the highest number of Google searches each month, at 1.8 million.
Located in Agra, the Taj Mahal is an immense mausoleum of white marble, and is often cited as one of the most beautiful buildings ever created. A symbol of love, it was built between 1631 and 1648 by emperor Shah Jahan, in honour of his wife who was buried inside. Open year-round, the only day not to visit is a Friday, when the Taj Mahal is closed.
2. Machu Picchu, Peru
In second place is Machu Picchu. Often referred to as the ‘Lost City of the Incas,’ Machu Picchu is the stone ruins of a 15th-century Inca citadel, located above the Sacred Valley in the Cusco Region of Peru.
There are 2.4 million Instagram posts tagged at the site, as well as a huge 184,900 TikTok posts — the most of any cultural site included in the ranking. It also sees around 1.5 million Google searches per month.
While the history of Machu Picchu is fascinating, it’s the natural setting that makes it so awe-inspiring. Set deep within the Andes Mountains, visitors can expect to take in the backdrop of Huayna Picchu as well as the lush green valleys below.
3. Statue of Liberty, US
In third place is the Statue of Liberty in New York City. The copper statue was a gift of friendship from the people of France to the United States, and is recognised as a universal symbol of freedom and democracy.
Popular on social media, it has 2.3 million tagged Instagram posts, and 75,400 hashtag views on TikTok. It also sees around one million Google searches every month.
Visitors can get up close and personal with the statue by heading over to Liberty Park, or for a budget-friendly experience, you can take the free public Staten Island ferry from Manhattan that sails right past the famous icon.
The most popular World Heritage cities
From the cultural capitals of Europe to the beachside destinations of South America, these are the most popular cities with World Heritage status.
Rank | Heritage Site | Country | No. of Instagram posts | No. of TikTok posts | Avg. monthly Google searches |
1 | Istanbul | Turkey | 131,074,865 | 7,900,000 | 2,240,000 |
2 | Rio de Janeiro | Brazil | 58,150,060 | 1,800,000 | 1,500,000 |
3 | Lima | Peru | 14,367,340 | 3,300,000 | 823,000 |
4 | Budapest | Hungary | 16,243,675 | 620,400 | 2,240,000 |
5 | Rome | Italy | 30,231,438 | 819,100 | 1,220,000 |
6 | Lyon | France | 11,042,417 | 730,300 | 1,500,000 |
7 | Vienna | Austria | 16,565,405 | 969,500 | 1,000,000 |
8 | Prague | Czech Republic | 18,927,797 | 452,000 | 1,220,000 |
9 | Edinburgh | United Kingdom | 11,392,056 | 427,200 | 1,500,000 |
10 | City of Luxembourg | Luxembourg | 4,191,718 | 487,100 | 1,500,000 |
1. Istanbul, Turkey
The most popular World Heritage city is Istanbul, Turkey. Extremely popular on social media, the city has the most tagged Instagram posts by far of any site analysed in the study, with 131.1 million on the platform. It also has the highest number of TikTok posts, with 7.9 million hashtag views.
There are also 2.2 million Google searches every month from people looking up the city, which is the highest number of any city in the study (apart from Budapest, which matches this total).
Straddling Europe and Asia, Istanbul is a rich cultural hub, and its Old City is reflective of the many empires that once ruled here. Must-sees in the city include the Blue Mosque, the Hagia Sophia, and the Grand Bazaar.
2. Rio de Janeiro, Brazil
Brazil’s Rio de Janeiro is in second place. The city sees 1.5 million Google searches every month, and is also very popular on Instagram (58.2 million tagged posts) and TikTok (1.8 million tagged posts).
Known as the ‘Cidade Maravilhosa’ (or Marvellous City), Rio boasts golden beaches, lush mountains, and a samba atmosphere that runs from morning until night. Culture fans will love taking a trip to see Christ the Redeemer, while sun-seekers are spoilt for choice with the likes of Ipanema Beach and Copacabana Beach right on their doorstep.
3. Lima, Peru
Rounding off the top three most popular World Heritage cities is Lima. Peru’s capital has 14.4 million tagged posts on Instagram, and a whopping 3.3 million posts on TikTok — the second highest of any site analysed in the study.
While Lima is perhaps often just seen as a stepping-stone for those heading to Machu Picchu, the city has heritage status in its own right. Founded in 1535, the city is steeped in history, offering visitors the chance to explore 3,000 years of Peruvian art, architecture, and archeological sites.
The World Heritage Sites growing in popularity
We’ve also taken a closer look at which Heritage Sites have gained popularity over the last year, looking specifically at which spots have seen the biggest increase in Google searches over the last 12 months.
It’s interesting to see that people around the world are clearly looking to soak up some culture, with the top three ‘hidden gem’ World Heritage spots all being cultural sites.
Rank | Heritage Site | Country | Avg. monthly Google searches | YoY change (%) |
1 | Piazza del Duomo (Pisa) | Italy | 135,000 | 643% |
2 | Cologne Cathedral | Germany | 201,000 | 508% |
3 | Wieliczka and Bochnia Royal Salt Mines | Poland | 110 | 240% |
=4 | White City of Tel-Aviv | Israel | 74,000 | 232% |
=4 | Imperial Palace | Japan | 135,000 | 232% |
5 | Plantin-Moretus Museum | Belgium | 6,600 | 175% |
The Pisa’s Piazza del Duomo has seen the largest rise in popularity, with a huge 643% increase in Google searches year-on-year. Located in Pisa, the Piazza del Duomo is made up of four buildings including Pisa Cathedral and the infamous Leaning Tower.
Cologne Cathedral in Germany has come in second, seeing a 508% increase in popularity year-on-year. A project of many decades, original work on the cathedral started in 1248, but it wasn’t completed until 1880. It’s known as being one of the oldest and most important pilgrimage sites of Northern Europe.
Rounding off the top three World Heritage Sites growing in popularity for 2024 is the Wieliczka and Bochnia Royal Salt Mines in Poland, with a 240% rise in Google searches since 2023. A fascinating insight into years of underground history, both mines have hundreds of kilometres of endless corridors, and there’s even chambers containing works of art, underground chapels, and statues sculpted in the salt.
Are you planning on visiting any of these iconic World Heritage Sites in 2024?
Methodology and Sources
To determine the most popular World Heritage Sites, Betway pulled together a seedlist of 200 of the top ranking World Heritage Sites. Any sites that spanned across multiple locations and countries were removed. The sites were then ranked according to the following metrics:
Number of tagged posts on Instagram – using the search term #{site name}
Number tagged posts on TikTok – using the search term #{site name}
Number of Google searches – average per month. Using Google Analytics Keyword Planner. Search term used was the name of each site. Year-on-year change was also calculated.
Data correct as of 27/03/24.
