Culture and heritage rank among Europeans' main reasons to travel this autumn, and they are the preferred type of holiday among those planning a trip in October and November, according to the European Travel Commission (ETC).
Independent market research commissioned by TUI Musement's points in the same direction: 94% of respondents say they are interested, or very interested, in history, culture and heritage experiences on their next city break. And that interest doesn't stop when the trip ends, 8 in 10 say they have also visited a monument or landmark close to home.
Against this backdrop, TUI Musement, a leader in tours and activities, has identified Europe's 30 most popular castles and palaces, based on the number of Google reviews. This new edition of the analysis compares 2023 and 2026 data to show how the ranking has evolved in recent years.
The top 10
With more than 199,000 reviews, 31% more than in 2023, Prague Castle leads the ranking once again. Beyond being one of the largest palace complexes in the world, it packs centuries of history into a single site, taking in landmarks such as St Vitus Cathedral, the Old Royal Palace and the picturesque Golden Lane.
Buckingham Palace, the British monarch's official residence in London, holds on to second place. The Changing of the Guard draws thousands of visitors throughout the year, while in summer the State Rooms open their doors to welcome visitors inside one of Britain's most emblematic institutions. It is also one of the easiest landmarks to reach on foot: the Riu Plaza London Victoria, part of TUI Group's hotel portfolio, sits just a ten-minute walk away.
Schönbrunn Palace, celebrating 30 years as a UNESCO World Heritage Site this year, climbs two places to third with more than 182,000 reviews (41% more than in 2023). Its rooms open a window onto the world of Empress Maria Theresa, Sisi and Emperor Franz Joseph I, and onto the imperial legacy that shaped centuries of Austrian history.
Fourth place goes to the Palace of Versailles, once home to the kings of France. The Hall of Mirrors, the Royal Apartments and the sweeping gardens tell the story of court life and of moments that changed Europe, from the absolutism of Louis XIV to the signing of the Treaty of Versailles that ended the First World War.
Down two places but firmly in fifth, Wawel Castle remains one of Europe's great cultural draws. The former residence and coronation site of Poland's kings sits above the famous Dragon's Den, one of Krakow's best-loved symbols.
The Alhambra stays in sixth. Home first to the Nasrid sultans and later to the kings of Castile, this ensemble of palaces, gardens and fortifications reflects the cultures that shaped Granada's history and identity. The Nasrid Palaces, the Generalife, the Alcazaba and the Palace of Charles V are among its most striking spaces.
Seventh place goes to another Spanish entry: the Royal Palace of Madrid, which moves up one position after a 47% rise in Google reviews. Spanning more than 135,000 square metres, it still hosts official receptions and ceremonies of the Spanish Royal Household. Highlights open to visitors include the Throne Room, the Gasparini Room and the Royal Chapel. The palace is a thirteen-minute walk from the Riu Plaza España, on Gran Vía, another of the Group's central city hotels.
The walls of the Tower of London, in eighth, witnessed events that changed the course of the country, from the execution of Anne Boleyn to the disappearance of Prince Edward V and his brother, the Duke of York. Today they guard the Crown Jewels, the tradition of the Yeoman Warders and the legend of the ravens, said to be the fortress's guardians.
With more than 114,000 reviews, Neuschwanstein Castle climbs to ninth. Set in the Bavarian Alps, this fairy-tale palace invites visitors into the world of King Ludwig II of Bavaria, the "Mad King" or "Swan King", and his fascination with art, architecture and medieval legend. Many believe it inspired Sleeping Beauty's castle.
Closing the top 10 is Bran Castle, better known as "Dracula's castle". Vlad Tepes, the historical figure behind Bram Stoker's character, never lived here, but its silhouette in the heart of Transylvania has been feeding the legend for decades. Beyond the myth, it sums up centuries of Romanian history, from border fortress to royal residence.
