- Travel and tourism development conditions are at
their strongest since 2019: 92% of the 110 economies in the
2026 Travel & Tourism Development Index (TTDI) improved
their score since 2024, with Japan taking the top
position. - Advanced economies hold nine of the top 10
spots, while the largest emerging tourism economies have
improved their scores more than twice as fast as the Top 20
since 2019. - The Index will launch at Beyond Tourism
Day in Geneva, bringing together senior leaders from
business, government and civil society under the theme
“Resilient Growth. Renewed Impact”.
Geneva,
Switzerland, 25 September 2026 – Travel and tourism
conditions have strengthened across most of the world, a new
World Economic Forum report finds, but destinations face a
growing challenge: turning record demand into lasting value
amid rising costs, geopolitical and climate disruption,
workforce shortages and mounting pressure on infrastructure
and communities.
Developed in collaboration with
Zurich Insurance Group, the 10th edition of the Travel
& Tourism Development Index (TTDI)
2026, launched today at
Beyond Tourism Day, finds that 101 of 110 ranked economies
improved their scores between 2024 and 2026, with the
average rising 2.1% – the fastest pace since 2019. Gains
were driven by increased cultural resources, tourism
infrastructure and services, and air connectivity and
business travel. Japan leads the Index, followed by the
United States, Spain, Australia and France.
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“The
latest Travel & Tourism Development Index shows that the
enabling conditions for travel and tourism are at their
strongest since the pandemic, with 92% of economies
improving since 2024,” said Ramya Krishnaswamy, Head of
Experience Economy and Cities, World Economic Forum. “The
next chapter is not simply about attracting more visitors,
but it is going to be about creating greater value by
investing in people, infrastructure and stronger
public-private collaboration so tourism delivers lasting
benefits for communities, businesses and
destinations.”
The Index also shows that tourism is
facing growing challenges. Between 2024 and 2026, travel
became less affordable in three out of four economies, while
tourism investment failed to keep pace with rising demand
and labour shortages threatened further growth. Benefits for
local communities also weakened during this period,
highlighting that more visitors do not automatically
translate into better livelihoods or higher quality jobs,
particularly in destinations where tourism is highly
seasonal.
Despite these pressures, emerging tourism
economies are gaining ground. Since 2019, the largest
emerging economies have improved their TTDI scores more than
twice as fast as the Top 20, with Asia-Pacific economies
accounting for seven of the 10 fastest-improving performers.
Albania recorded the largest overall gain between 2024 and
2026.
“Tourism is a major part of the global
economy, and the TTDI makes clear that resilience is what
keeps that value intact when conditions change,” said Cara
Morton, CEO Global Businesses and Operations, Zurich
Insurance Group. “That kind of resilience requires
business and governments to take responsibility
together.”
Beyond Tourism Day: bringing the
ecosystem together
The Index will be launched at
the World Economic Forum’s inaugural Beyond Tourism Day in
Geneva, convening senior leaders from business, government
and civil society under the theme “Resilient Growth. Renewed
Impact”. Discussions will focus on strengthening
competitiveness and resilience through workforce readiness,
technology and innovation, investment and scalable
solutions.
The Forum also announced today the
first-ever cohort of Beyond Tourism Impact Stars,
recognising six private sector-led solutions addressing
systemic challenges facing travel and
tourism.
Beyond Tourism Day takes place two days
ahead of World Tourism Day on 27 September, providing a
platform to carry the conversation from Geneva to a broader
global discussion on how travel and tourism can strengthen
economic resilience, create quality jobs and opportunities,
and deliver greater value to communities and
destinations.
About
the Travel & Tourism Development Index
2026
Drawing on nearly two decades of WEF
benchmarking, the TTDI measures the factors and policies
that enable the sustainable and resilient development of
travel and tourism. It does not measure tourism performance
directly – such as arrivals, spending, or revenue – but
the underlying conditions that enable destinations to
attract, support and sustain tourism in ways that benefit
economies and societies. The 2026 edition covers 110
economies and is organized around 17 pillars and 102
indicators. It was produced in collaboration with Zurich
Insurance Group and informed by the Beyond Tourism Insights
Council.
