Stats: Van Gogh Museum Is the Most “Instagenic” Tourist Attraction

The Van Gogh Museum in Amsterdam is the most Instagrammable tourist attraction in the world. That’s according to a recent analysis by global luggage storage network Stasher, which measured the highest Instagram engagement rate of 99 global attractions studied.

A trip to a famous tourist attraction is likely to be top of any traveler’s list, so Stasher analyzed recent Instagram posts using the official hashtags of popular attractions to compare engagement rates and crown the most “Instagenic” destination.

The full list is as follows (along with their score):

  1. Van Gogh Museum, Netherlands (10.00)
  2. Matterhorn, Switzerland (7.60)
  3. Grand Bazaar, Turkey (6.52)
  4. Central Park, United States (5.90)
  5. Neuschwanstein Castle, Germany (79)
  6. Puy du Fou, France (5.56)
  7. Metropolitan Museum of Art, United States (5.44)
  8. The Blue Lagoon, Iceland (4.98)
  9. Plaza de España, Spain (4.97)
  10. Wat Pho, Thailand (4.31)

Showcasing some 200 paintings, 500 drawings and 800 letters by the famous Dutch artist, the Van Gogh Museum welcomed 2.16 million visitors in 2018 and more than doubled its social media following to just under 990,000 followers. Posts of the museum garnered 340 likes per post, on average. 

In second place is the Matterhorn mountain in Switzerland. Standing at 14,692 feet, Instagram posts of the Matterhorn mountain in the Swiss Alps received an average of 265 likes. It’s also ranked as the world’s second-best attraction to visit, in Stasher’s overall most popular tourist attraction index (which considers TripAdvisor and Google reviews, quality of accommodation nearby, accessibility and tourist safety). 

In third place, The Grand Bazaar in Turkey, is one of the world’s oldest and largest covered markets, with Instagram posts attracting an average of 231 likes. New York’s Central Park and the Neuschwanstein Castle in Germany followed in fourth and fifth place. In fact, there are two entries from the United States in the top 10, but, interestingly, the Metropolitan Museum of Art is eighth despite the huge social buzz around the #metball. There is only one entry from Asia: Wat Pho, coming in 10th.

Japan has the most destinations in the bottom 10, including Universal Studios Japan (average: 36 likes per post), Tokyo Disneyland (average: 31 likes per post) and Tokyo Disney Sea, which has the least Instagram engagement of all tourist attractions surveyed, with an average of just 25 likes per post.

These low scores could be partly down to Japan’s recent decline in tourism. In 2018, the number of foreign tourists dropped for the first time in more than five years, falling by nearly 6 percent. 

To see the full data for each tourist attraction please visit

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