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.