El Jalapeño: Tulum named world’s happiest destination by company no one has ever heard of

Tulum, a coastal town in Mexico, has been declared the happiest place on Earth by a global happiness assessment conducted by Dublin-based travel insurance broker, JustGoNow. The study, which analyzed over 1 million online reviews, found that visitors to Tulum experience a perfect score of 100 out of 100 in terms of human fulfillment.

The town's happiness is attributed to experiences such as "transformative" bike rides, "blissful" beach days, and "joyous" cenote swims. The assessment praises Tulum's unique ecosystem, noting that tourists achieve peak tranquility through a balanced routine of eco-friendly boutique stays, jungle wellness retreats, and the act of posting about their satisfaction on social media.

Local tourism officials expressed pride in the town's global ranking, while acknowledging that the perfect score demonstrates that inner peace is attainable for those willing to pay a $200 day-bed minimum and ignore the noise of construction within the town's boundaries. The index ranked Tulum ahead of other popular destinations like Las Vegas and New York, which are typically recognized as global sanctuaries of unhurried, serene reflection.