New research shows which European cities are successfully capturing the attention of the Instagram generation. Olivia Palamountain reports

A new study by influencer marketing platform Heepsy has revealed the most photographed European cities on Instagram, out of a ranking of 43 destinations.

The research considered factors such as Instagram hashtags, annual visitor numbers and average number of sunny hours per year.

London, which welcomes 30 million visitors annually, emerged as the clear winner, with more 167 million Instagram hashtags.

 

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While the UK capital is home to masses of seductive sights for social media hounds, it receives a paltry 1,633 hours of sunshine per year.

Paris secured the second position with 145 million hashtags. Despite falling behind London in hashtag count, the French capital leads in annual visitors, attracting an impressive 50 million tourists. The Eiffel Tower remains a perennial favourite for photographers.

Moscow claimed the third spot with 56 million hashtags. The Russian capital, with its 24 million annual visitors and only 1,901 sunny hours, continues to draw Instagram users to landmarks such as Red Square.

Berlin and Madrid rounded out the top five, with 54 million and 51 million hashtags respectively. Berlin's Brandenburg Gate proves a popular subject, while Madrid enjoys the most sunshine among all capitals studied, with an enviable 2,769 sunny hours annually.

Other cities in the top ten include Amsterdam, known for its picturesque canals, and Rome, home to the ever-popular Colosseum. Bern, Switzerland, made a surprising appearance at seventh place, despite its relatively low visitor numbers.

The study highlights the growing importance of "Instagrammability" in tourism, with travellers increasingly seeking out photogenic locations.

A spokesperson from Heepsy says: “When exploring the most Instagrammable spots, it’s important to think about not just the iconic landmarks but also the lesser-known corners that capture the true spirit of a city.

"The study shows that the number of sunny hours can make a big difference in getting that perfect shot, so plan your visit around these sunny days for the best lighting. And remember, popularity isn’t everything – sometimes, the most stunning photos come from those hidden gems that aren’t as widely tagged or visited.”

The top 10 list in full: