A new study from Irish travel insurance provider JustCover has ranked the quiet Caribbean coastal town of Soufrière, Saint Lucia, as the second most joy-inducing travel destination on the planet, based on a deep dive into millions of real traveler experiences.
To uncover which global spots leave visitors feeling genuinely happy, the firm analyzed more than one million online travel reviews from 155 destinations around the world. Researchers tracked how frequently travelers used language that expressed unfiltered genuine happiness in their descriptions of local attractions, then compiled the results into a 100-point “Happy Place” scoring system.
When all the data was calculated, Soufrière earned an impressive score of 95.2, putting it just behind the list’s leader, Tulum, Mexico. What makes Soufrière such a standout for traveler joy? The small town on Saint Lucia’s southwestern coast is best known as the home of the Pitons, two dramatic towering volcanic peaks that form one of the Caribbean’s most iconic landmarks and are protected as a UNESCO World Heritage Site. It also offers easy access to Sulphur Springs, the Caribbean’s only drive-in volcano, where visitors can soak in popular mineral-rich mud baths touted for their wellness benefits.
Beyond one-of-a-kind natural landmarks, Soufrière has built a reputation as a versatile destination for all types of travelers. Adventure seekers can snorkel the crystal-clear waters surrounding the Pitons, explore jungle trails on ATV tours, or hike the volcanic slopes, while those looking for relaxation can unwind at the town’s world-famous luxury resorts. For years, this combination of natural wonder and recreational variety has made Soufrière one of Saint Lucia’s top tourist draws, and the new ranking confirms what many visitors have long believed: it is one of the most joyful places to visit in the world.
The full top 10 happiest destinations, per JustCover’s analysis, also includes other beloved global spots: Tulum, Mexico claimed the top spot with a perfect 100 score, followed by Soufrière, then a tie between Oaxaca, Mexico and Las Vegas, United States at 88.0. Rounding out the rest of the top 10 are Maui (United States, 84.6), New York City (United States, 81.5), Cappadocia (Turkey, 77.5), Rio de Janeiro (Brazil, 75.2), Chicago (United States, 74.0), and Toronto (Canada, 71.4).