Most travelers would say that major world monuments like the Eiffel Tower or the Duomo are priceless. But, a new Italian study shows that you can put a price tag on just about anything.
The chamber of commerce of Monza and Brianza calculated a list of the "brand values" of major European monuments using 10 different "economical, cultural and business parameters" that included the economic value of the land, the monument's reputation, number of visitors and tourism employees, multimodal accessibility, number of foreign visits and the value of exports.
So, which monument blew all the others out of the water? Find out in the slideshow below.
See how these locales compare to the most expensive cities to travel to around the world and the world's most expensive cities for hotel rooms.
Or, there are always the best value cities in Europe for budget travelers.
Value: €10.538 billion ($13.232 billion)
6) The Prado Museum
Value: €59.262 billion ($74.409 billion)
5) The Tower of London
Value: €70.552 billion ($88.585 billion)
4) The Duomo of Milan
Value: €82 billion ($102.959 billion)
3) The Sagrada Familia
Value: €90.366 billion ($113.463 billion)
2) The Colosseum
Value: €91 billion ($114.259 billion)
1) The Eiffel Tower
Value: €434.660 billion ($545.759 billion)