International tourism is entering a phase in which growth requires much more than attracting visitors.
The World Economic Forum’s new Travel & Tourism Development Index 2026, published on 25 September, provides a comprehensive overview of the conditions that enable sustainable and resilient tourism development. Produced in collaboration with Zurich Insurance Group, the study assesses 110 economies and offers a tool to inform public policy, business strategy and investment decisions.
Its approach helps explain what underpins a destination’s development. The index evaluates the policies, resources and enabling conditions that support tourism, rather than directly measuring outcomes such as arrivals or revenue. It also includes an important methodological clarification: historical comparisons should use the recalculated data series provided in this edition, owing to adjustments in data and coverage. This distinction is essential to interpreting each economy’s progress accurately.
Japan, the United States and Spain lead the rankings, followed by Australia, France, Germany, the United Kingdom, China, Switzerland and Italy. The top ten comprises the same economies as in 2024, although their positions have changed. Their strength reflects a combination of attractions, international connectivity, infrastructure and services capable of meeting the needs of different traveller segments.
Progress, however, extends across most of the destinations assessed. A total of 101 economies, equivalent to 92% of the sample, improved their scores between 2024 and 2026. Asia-Pacific recorded the largest regional gain, with an average increase of 3.6%, while Albania achieved the strongest overall improvement, raising its score by 7%. These developments show that several emerging destinations are strengthening the foundations needed to compete and translate traveller interest into economic activity.
The expansion of cultural resources, improved connectivity and the development of tourism services are contributing to this positive outlook. Technological readiness is also advancing: 91% of economies improved their performance in this area. Digitalisation influences the entire visitor journey, from initial research to bookings, payments and feedback, while artificial intelligence is opening up new opportunities in management and marketing.
Alongside these opportunities, obstacles are emerging that will shape the sector’s future. Price competitiveness deteriorated in three-quarters of the economies assessed, against a backdrop of rising travel costs. At the same time, investment is struggling to keep pace with demand, while workforce and skills shortages persist. For businesses, these pressures affect both their ability to deliver quality service and their capacity to adapt. For destinations, they highlight the need to strengthen the relationship between price, quality and the overall visitor experience.
The findings place growth management at the centre of the tourism agenda. Expanding visitor capacity requires coordination across transport, accommodation, services and infrastructure, alongside the protection of the resources that make each destination attractive. Residents’ trust is part of this balance: sustained tourism development depends on communities seeing tangible benefits and sharing in the opportunities it creates.
Diversifying demand, reducing the concentration of tourism activity and strengthening workforce capabilities emerge as essential priorities. Putting them into practice requires collaboration among public authorities, businesses and destination managers, with decisions that connect promotion to spatial planning and service delivery. Greater international visibility must be supported by a destination equipped to fulfil the expectations it creates.
The 2026 index therefore presents a far-reaching consideration for the sector: tourism leadership is built on systems capable of functioning effectively, adapting and delivering positive outcomes for visitors, businesses and communities. Turning growth into lasting prosperity will depend on the quality of that coordination and the ability to anticipate each destination’s needs.
Source: TOURISM AND SOCIETY THINK TANK