On 7 October 2025, Condé Nast Traveller published the results of its Readers’ Choice Awards 2025 for the world’s friendliest countries. The ranking drew attention for how tightly contested it was: all ten countries scored above 96%, and the spread between the top and bottom of the list was only about 2 percentage points, producing several tied positions. The ranking excludes European countries, which are listed separately in the magazine’s Europe results.
The Top 10 (Readers’ Choice Awards 2025)
According to the published results, the top-ranked countries and their scores are:
1. Kenya – 98.46
Kenya takes the top spot in 2025. While famed for its wildlife and safari experiences, readers highlighted that much of the country’s appeal comes from the people – attentive guides, vibrant urban scenes and welcoming coastal resorts that together create an overall sense of hospitality.
2. Barbados – 98.18
Barbados ranks second, praised for a lively cultural life shaped by Afro-Caribbean and British legacies. Events such as the Crop Over festival and a tradition of conviviality were singled out by readers as reasons the island feels so welcoming.
3. Mexico – 98.00
Mexico rose several places to reach the podium. Readers noted the country’s spirited festivals, street food culture and intergenerational community traditions – all contributing to a warm and communal visitor experience.
4. Bhutan – 97.78
Bhutan earned a top spot for reasons that go beyond conventional tourism: its people-first policies, emphasis on Gross National Happiness and commitment to sustainable travel were cited as part of the country’s welcoming character.
5. Cambodia – 97.33
Cambodia’s cultural orientation around concepts of compassion and community, together with its rural homestay traditions and the graceful welcome at sites such as Angkor, led readers to rank it highly for friendliness.
6. Vietnam – 97.27
Vietnam appears at sixth in the ranking. Readers described a country where community life is highly visible – from urban “sidewalk culture” made up of curbside food vendors, morning exercise groups and street barbers, to intimate guesthouses and village hospitality in rural areas. The magazine highlighted the Ha Giang Loop as an emblematic journey: though many travellers go for scenery, what lingers is the bond formed with local drivers and hosts.
7. Mauritius and Chile – 96.67 (tie)
Both nations share a mid-table score. Mauritius was noted for its slow, nature-centred pace of life, while Chile – the only South American nation in the list – impressed readers with civic warmth across dramatically varied landscapes.
The picture shows Torres del Paine National Park in Chile.
8. Thailand and Seychelles – 96.36 (tie)
Thailand’s long-standing reputation as the “Land of Smiles” keeps it high on readers’ lists, endorsed by lively street culture and island hospitality. Seychelles, though small in population, was commended for its pristine nature and culturally blended, sincere welcome.
The picture shows the Chao Phraya River, a waterway that has held deep cultural and spiritual significance for the Thai people for generations.
(All scores and country placements above follow the published Readers’ Choice Awards data.)
What Readers Were Picking Up On
Condé Nast Traveller’s Readers’ Choice methodology aggregates reader responses across categories to create a single satisfaction percentage; in 2025 the results produced exceptionally high scores and very small gaps between countries. The outcome suggests that travellers currently value authentic human connection – how locals treat visitors, how communities include outsiders – often more than headline attractions alone.
Why Vietnam’s Recognition Matters
Vietnam’s placement in the top ten reinforces an image the country has been cultivating in recent years: a destination that pairs striking landscapes and rich culinary culture with a lived, communal hospitality. Copying the phrasing and examples reported locally, observers point to the everyday visibility of community in Vietnam – curbside food culture, neighborhood exercise groups, small commercial networks in towns – as the social fabric that travelers find most welcoming. The Ha Giang Loop, mentioned by the magazine, is presented not only as a scenic motorbike route but as an experience where travellers form lasting connections with local riders and hosts.
For Vietnam’s tourism sector, the recognition is useful both for perception and recovery: it underlines strengths that are difficult to manufacture – everyday kindness, generosity, and accessible culture – and may help encourage more travellers seeking meaningful, people-centred trips.
A Note on Close Scores and Shared Positions
The narrow margins in the 2025 results produced several ties and made the contest notably close. That dynamic also signals a broad global distribution of visitor satisfaction: friendly experiences are reported from island paradises to mountain kingdoms, urban capitals to rural communities. It also underlines that “friendliness” in travel can take many forms – hospitality at a market stall, guidance from a safari host, or a village homestay leader inviting a guest to dinner.
Planning a Visit
Travel professionals and potential visitors can take the ranking as a reminder to prioritise local experiences: small-scale homestays, village tours, and guided cultural exchanges often yield the friendliest encounters. For travellers considering Vietnam, a variety of options – from urban street-food walks to rural homestays and guided Ha Giang Loop trips – offer ample opportunities to engage with local communities. Those looking to arrange such trips may consult trusted vietnam local tour operators for curated, community-sensitive itineraries.
