United States Loses Top Position and Secures Second in World Economic Forum Travel & Tourism Development Index for 2026

United States Loses Top Position and Secures Second in World Economic Forum’s Travel & Tourism Development Index for 2026, marking a significant shift in global tourism competitiveness. Japan now leads the rankings, while the United States remains a major tourism powerhouse, supported by extensive infrastructure, international connectivity and diverse attractions.

The World Economic Forum’s Travel & Tourism Development Index (TTDI) 2026 has revealed major developments in global tourism competitiveness. Japan leads the rankings, followed by the United States, Spain and Australia, while Jamaica has climbed four places to 78th. The findings highlight the importance of infrastructure, connectivity, digital innovation, skilled workers and sustainable tourism development across 110 economies.

United States Loses Global Tourism Lead to Japan as New 2026 Rankings Reveal Changing Travel Priorities

The United States has lost its position as the world’s leading tourism economy in the World Economic Forum’s Travel & Tourism Development Index (TTDI) 2026, falling from first to second place as Japan moves to the top. The change highlights growing international competition and the increasing importance of sustainable tourism, connectivity, digital readiness and destination management. However, the decline in ranking does not mean that American tourism has collapsed or that the country has lost its appeal among international travellers.

The latest index, developed by the World Economic Forum in collaboration with Zurich Insurance Group, assesses 110 economies. It examines the conditions that support long-term tourism development rather than simply measuring international visitor arrivals or tourism revenue.

Japan Overtakes the United States in Global Tourism Development

Japan has emerged as the world’s highest-ranked tourism economy in the 2026 index, overtaking the United States and Spain. The United States now occupies second place, followed by Spain in third, Australia in fourth and France in fifth.

The change marks an important development in global tourism competitiveness. The United States has long benefited from its extensive aviation network, world-famous attractions, business travel market and established hospitality industry.

Major destinations such as New York, Los Angeles, Orlando, Las Vegas, Miami and San Francisco continue to attract leisure travellers, international business visitors and major events.

Japan, meanwhile, has strengthened its position through improvements in international tourism openness, destination diversification and tourism demand sustainability.

The shift demonstrates that a country’s tourism ranking depends not only on the size of its industry but also on how effectively it manages future growth.

Why Japan Has Moved Ahead of the United States

Japan’s rise reflects measurable progress in areas that have become increasingly important to the global tourism industry.

According to the World Economic Forum’s 2026 findings, Japan was among the strongest performers in improving tourism demand sustainability and openness to international travel.

Tourism demand sustainability considers whether destinations can manage visitor activity without becoming excessively dependent on particular markets or locations.

Japan has been working to encourage international visitors to explore destinations beyond its best-known tourism centres, including Tokyo, Kyoto and Osaka.

Regional tourism promotion creates opportunities for smaller cities, local businesses and communities that may previously have received fewer international visitors.

The country has also expanded its international visitor base, attracting travellers from a wider range of markets.

These developments have helped Japan strengthen the foundations of its tourism economy.

For the United States, the results demonstrate how international competitors can gain ground by improving the wider conditions that support travel, even when established destinations retain considerable global appeal.

United States Remains a Leading Tourism Economy Despite Ranking Decline

Although the United States has moved down one position, it remains one of the world’s strongest tourism markets.

Its tourism industry benefits from a large domestic travel base, major international airports, well-developed roads, extensive hotel networks and globally recognised destinations.

The country’s national parks, entertainment centres, coastal destinations, cultural institutions and major sporting venues attract different types of travellers throughout the year.

The United States also has a significant business tourism sector. Cities such as Chicago, New York, Las Vegas and Orlando host major conferences, exhibitions and corporate meetings.

These activities support airlines, accommodation providers, restaurants, transport companies and local businesses.

The 2026 index does not suggest that these strengths have disappeared. Instead, it shows that Japan has achieved stronger relative results across important development indicators.

The World Economic Forum also cautions that ranking changes should be examined alongside individual scores, economic conditions and national circumstances.

Global Tourism Rankings 2026 Show Strong Competition Among Leading Countries

The 2026 index highlights how established tourism economies continue to dominate international development rankings.

The rankings show that tourism development depends on several connected factors. Countries need reliable transport, skilled workers, accessible destinations, competitive prices and effective management.

The World Economic Forum reports that 92 per cent of the 110 economies assessed improved their overall scores between 2024 and 2026. This indicates that global tourism development conditions are improving even as competition becomes stronger.

Rising Travel Costs Create Challenges for the United States and Other Destinations

Affordability has become a major concern across the international tourism industry.

The World Economic Forum found that price competitiveness declined in approximately three-quarters of the economies assessed between 2024 and 2026.

Higher accommodation prices, transport costs and operating expenses can affect travellers’ decisions when comparing destinations.

For the United States, maintaining an attractive travel experience across different budgets remains important.

International visitors consider more than famous landmarks when choosing where to travel. They also examine flight costs, hotel prices, local transport, convenience and the overall quality of their holiday.

However, the WEF has not established that rising American travel costs were the specific reason Japan overtook the United States.

The ranking change should therefore be understood within the broader international competition for tourism development rather than attributed to a single economic or political factor.

Digital Technology and Better Connectivity Shape the Future of Tourism

Technology is becoming an increasingly important part of tourism development.

The 2026 index shows improvements in digital readiness across most participating economies. According to the World Economic Forum, 91 per cent recorded higher scores in information and communication technology readiness.

Digital systems support airline bookings, hotel reservations, visitor information, destination planning and travel management.

Artificial intelligence is also creating opportunities for tourism businesses to improve customer services, analyse demand and provide personalised travel experiences.

For the United States, continued investment in technology can help airports, tourism authorities, hotels and transport operators improve efficiency.

Japan’s progress also demonstrates the importance of combining advanced transport infrastructure with effective destination management.

Technology alone cannot guarantee a higher ranking. Its value depends on how effectively it improves the visitor experience and supports the wider tourism economy.

Sustainable Tourism Becomes a Major Factor in Global Competitiveness

Sustainability has moved closer to the centre of international tourism planning.

Destinations increasingly face pressure to protect natural attractions, manage visitor numbers and ensure that tourism benefits local communities.

Japan’s improvements in tourism demand sustainability demonstrate how visitor distribution and destination management can influence international competitiveness.

Encouraging travellers to explore different regions can reduce pressure on popular attractions while supporting smaller tourism businesses.

The United States has considerable opportunities in this area because of its geographical diversity.

National parks, rural communities, heritage towns, mountain regions and coastal destinations offer experiences beyond the country’s major metropolitan centres.

Developing these opportunities requires careful planning, environmental protection, transport access and cooperation between public authorities and private businesses.

What the New Rankings Mean for Airlines, Hotels and Travel Businesses

The shift in global tourism rankings carries important lessons for the travel industry.

Airlines need dependable international connectivity and efficient airport operations. Hotels must respond to changing visitor expectations while managing costs and environmental responsibilities.

Tour operators can benefit from developing experiences in lesser-known destinations and encouraging travel outside peak seasons.

Destination management organisations also need reliable information about visitor demand, infrastructure capacity and local economic benefits.

For American tourism businesses, Japan’s progress provides an example of how better visitor distribution and broader international market access can strengthen long-term competitiveness.

However, businesses should not treat the ranking as a direct forecast of future bookings, visitor arrivals or tourism earnings.

The TTDI evaluates the conditions supporting tourism development. Actual tourism performance depends on additional factors, including economic conditions, traveller confidence and international demand.

Japan Takes First Place in World Tourism Development Rankings 2026

Japan has secured first place in the World Economic Forum’s Travel & Tourism Development Index 2026, establishing itself as the world’s highest-ranked tourism economy. The country benefits from advanced transport infrastructure, strong cultural resources and reliable visitor services. Its international airports, extensive railway network and modern hospitality facilities make travel convenient for both domestic and international visitors.

Tokyo, Kyoto, Osaka and Hokkaido offer different experiences, ranging from modern city attractions to traditional temples, mountain landscapes and seasonal festivals. Japan’s high-speed rail network helps travellers move between major cities, while regional tourism programmes encourage visitors to explore destinations beyond established tourism centres.

Japan’s leading position demonstrates the importance of combining technology, cultural preservation and accessible infrastructure. Its tourism development model highlights how investment in transport, digital services and destination management can improve visitor experiences while supporting regional economies and long-term competitiveness in an increasingly demanding global travel market.

United States Ranks Second and Leads Tourism Development Across the Americas

The United States has secured second place globally in the TTDI 2026, maintaining its position as the highest-ranked tourism economy in the Americas. Its extensive aviation network, established hospitality industry and wide range of tourism attractions contribute to its strong performance. The country supports leisure tourism, corporate travel, major sporting events and international conferences.

New York, Los Angeles, Orlando, Las Vegas and Miami remain important tourism destinations. National parks, historic landmarks, entertainment centres and coastal attractions provide additional opportunities for domestic and international travellers. Major airport hubs connect American cities with destinations worldwide, supporting tourism businesses and regional economic activity.

Despite its strong position, the United States faces challenges involving travel costs, infrastructure requirements and sustainable destination management. The index highlights the importance of maintaining reliable transport networks, improving visitor services and strengthening workforce capabilities. Continued investment in these areas can help the country protect its competitive position while supporting future tourism development.

Spain Secures Third Place and Leads European Tourism Competitiveness

Spain has achieved third place globally in the Travel & Tourism Development Index 2026, becoming Europe’s highest-ranked tourism economy. Its established hospitality industry, international connectivity and rich cultural heritage support its strong position. The country combines modern tourism infrastructure with historic attractions, coastal destinations and internationally recognised food traditions.

Madrid and Barcelona attract visitors interested in culture, shopping, architecture and business events. Andalusia offers historic cities and cultural experiences, while the Balearic and Canary Islands remain popular holiday destinations. Spain’s extensive railway network and international airports make travelling between different regions convenient, helping tourism activity reach destinations beyond its largest cities.

Spain’s position also highlights the importance of responsible tourism management. Popular destinations must balance visitor demand with environmental protection, housing pressures and local community needs. Investment in sustainable transport, regional tourism and destination planning can help Spain maintain its competitiveness while ensuring tourism continues to benefit residents and businesses.

Australia Ranks Fourth as Natural Attractions and Infrastructure Support Tourism Growth

Australia has secured fourth place in the TTDI 2026, reflecting its established tourism infrastructure, natural resources and international connectivity. The country offers diverse travel experiences, including coastal holidays, wildlife encounters, cultural tourism and major sporting events. Its cities serve as important gateways for international visitors exploring different regions.

Sydney, Melbourne, Brisbane and Perth provide access to cultural attractions, hospitality facilities and business events. The Great Barrier Reef, Uluru and Australia’s national parks offer distinctive natural experiences. Indigenous tourism also provides opportunities for visitors to learn about the country’s cultural heritage through experiences developed and delivered by Aboriginal and Torres Strait Islander communities.

Australia’s ranking underlines the importance of protecting natural resources while improving tourism accessibility. Environmental conservation, regional connectivity and sustainable visitor management remain essential for long-term development. Continued investment in transport, tourism services and destination planning can strengthen Australia’s position while helping regional communities benefit from visitor spending.

United States Faces a New Phase of Global Tourism Competition

The World Economic Forum’s 2026 findings highlight a wider change in international tourism.

Countries are increasingly assessed not only on their ability to attract visitors but also on their capacity to manage growth responsibly.

Japan’s rise demonstrates the value of strengthening international openness, distributing tourism demand and improving destination resilience.

The United States retains major advantages through its aviation network, tourism infrastructure, diverse attractions and business travel industry.

Its move to second place should therefore be viewed as a change in relative competitiveness, not evidence of an overall tourism downturn.

For the global travel industry, the central message is clear. Future success will depend on balancing visitor growth with affordability, innovation, sustainability and meaningful benefits for local communities.

The United States may have lost the top position, but the competition for sustainable tourism leadership is far from over.

France Ranks Fifth as Cultural Heritage Strengthens Global Tourism Competitiveness

France has secured fifth place in the World Economic Forum’s 2026 tourism development rankings, maintaining its position among the world’s leading tourism economies. Its cultural attractions, established hospitality sector and extensive transport network contribute to its competitiveness. The country offers a wide range of experiences, from historic landmarks and museums to countryside holidays and coastal escapes.

Paris remains an important international tourism centre, attracting visitors to its architecture, museums, shopping districts and cultural institutions. Beyond the capital, Provence, Normandy, the Loire Valley and the French Riviera offer different experiences. France’s railway network supports travel between major cities and regional destinations, creating opportunities for visitors to explore beyond traditional tourism centres.

France’s performance highlights the value of combining heritage preservation with modern tourism infrastructure. Managing visitor numbers at popular attractions, supporting regional businesses and improving sustainable transport remain important priorities. These measures can help protect historic destinations while maintaining France’s appeal to international travellers.

Germany Takes Sixth Place as Business Travel and Transport Networks Support Tourism

Germany ranks sixth globally in the Travel & Tourism Development Index 2026, supported by its transport infrastructure, cultural resources and established business travel sector. The country is an important destination for international exhibitions, trade fairs, conferences and corporate meetings. Its tourism industry also benefits from historic cities, natural landscapes and cultural festivals.

Berlin attracts visitors interested in history, museums and contemporary culture, while Munich is known for Bavarian traditions and major events. Hamburg, Frankfurt and Cologne serve as important centres for business and leisure travel. Germany’s railway network, international airports and regional transport connections support movement between major destinations and smaller tourism communities.

Germany’s strong position demonstrates how business tourism and leisure travel can contribute to a competitive visitor economy. Continued investment in transport reliability, sustainable mobility and tourism workforce development remains important. These priorities can help the country maintain its international standing while encouraging travellers to explore a wider range of destinations.

United Kingdom Ranks Seventh as Heritage and International Connectivity Support Tourism

The United Kingdom has secured seventh place globally in the TTDI 2026, reflecting its established tourism infrastructure, cultural attractions and international travel connections. Its tourism economy benefits from historic landmarks, major museums, business events and a diverse hospitality industry. The country attracts visitors for city breaks, countryside holidays, entertainment and educational experiences.

London remains a major international gateway, offering museums, theatres, shopping districts and historic attractions. Edinburgh, Manchester, Liverpool, Bath and York provide additional cultural experiences. Scotland’s Highlands, Wales’s national parks and England’s countryside destinations attract travellers seeking outdoor activities and heritage tourism. Airports and railway services connect many of these destinations with domestic and international markets.

The United Kingdom’s ranking highlights the importance of maintaining accessible transport, improving visitor services and supporting regional tourism development. Rising operating costs and workforce pressures remain concerns for hospitality businesses. Continued investment in infrastructure, skills and sustainable tourism can help strengthen the country’s long-term competitiveness.

China Ranks Eighth as Transport Infrastructure and Cultural Resources Drive Tourism Development

China has secured eighth place in the World Economic Forum’s Travel & Tourism Development Index 2026, placing it among the world’s ten highest-ranked tourism economies. Its extensive transport infrastructure, cultural heritage and large domestic tourism market support its performance. China is also the only economy outside the high-income category to appear in the global top ten.

Beijing attracts visitors to historic landmarks, including the Forbidden City and the Great Wall, while Shanghai offers modern architecture, shopping and cultural attractions. Xi’an is known for the Terracotta Army, and destinations such as Guilin and Zhangjiajie showcase China’s natural landscapes. Its high-speed railway network supports travel between major cities and regional tourism destinations.

China’s position reflects the importance of infrastructure investment and cultural resources in tourism development. Improving international visitor services, digital accessibility and sustainable destination management can support further progress. Regional tourism development also offers opportunities to distribute economic benefits beyond established urban centres.

Switzerland Secures Ninth Place as Alpine Tourism and Transport Quality Support Competitiveness

Switzerland ranks ninth globally in the TTDI 2026, supported by its reliable transport infrastructure, established hospitality services and natural attractions. The country is internationally recognised for Alpine tourism, mountain railways, winter sports and scenic landscapes. Its tourism economy serves visitors seeking outdoor activities, cultural experiences and premium hospitality.

Zurich and Geneva are important gateways for international travellers, while Lucerne, Interlaken and Zermatt provide access to mountain destinations. Switzerland’s integrated railway system makes travelling between cities, lakes and Alpine regions convenient. Ski resorts, hiking routes and scenic train journeys attract visitors across different seasons, supporting tourism activity in mountain communities.

Switzerland’s ranking demonstrates the value of dependable infrastructure and well-managed destinations. Climate change presents challenges for mountain tourism, particularly in areas dependent on winter snow conditions. Diversifying tourism activities, protecting natural landscapes and investing in sustainable transport can help Switzerland maintain its competitiveness while supporting year-round visitor experiences.

Italy Completes Global Top Ten With Strong Cultural and Heritage Tourism

Italy has secured tenth place in the Travel & Tourism Development Index 2026, completing the list of the world’s ten highest-ranked tourism economies. Its historic cities, cultural landmarks, culinary traditions and established hospitality industry contribute to its competitiveness. The country offers visitors a combination of urban tourism, coastal holidays, countryside experiences and cultural events.

Rome attracts travellers to ancient monuments and historic neighbourhoods, while Florence is known for Renaissance art and architecture. Venice remains a distinctive cultural destination, and Milan serves as a centre for fashion, shopping and business events. Tuscany, the Amalfi Coast and the Italian Lakes provide further opportunities for regional tourism development.

Italy’s position highlights the importance of preserving cultural heritage while maintaining modern tourism services. Popular destinations face challenges involving visitor concentration, infrastructure pressure and environmental protection. Sustainable transport, regional tourism promotion and responsible visitor management can help protect Italy’s attractions while supporting local communities and tourism businesses.

Jamaica Climbs Four Places to 78th as Caribbean Tourism Competitiveness Improves

Jamaica has risen from 82nd to 78th place among 110 economies in the TTDI 2026, recording a 2.3 per cent improvement in its overall score. According to Jamaica’s Ministry of Tourism, the country achieved the largest ranking improvement in the Americas. The results highlight progress in the conditions supporting tourism development, including infrastructure, connectivity and resilience.

Tourism Minister Edmund Bartlett discussed the findings during the Tourism Awareness Week AI Youth Forum at Sandals Dunn’s River on 30 September. The event brought together approximately 250 high school students to explore artificial intelligence and digital technologies in tourism. Bartlett linked Jamaica’s improved ranking to investments in people, infrastructure, visitor experiences and destination development.

Jamaica’s Tourism 3.0 framework focuses on innovation, workforce development, sustainability and stronger links between tourism and the wider economy. The ministry intends to use international competitiveness indicators to guide policy and investment. The ranking improvement does not directly measure visitor arrivals or tourism revenue.

Albania Records the Largest Tourism Development Score Improvement Worldwide

Albania recorded a seven per cent increase in its Travel & Tourism Development Index score between 2024 and 2026, representing the largest reported improvement among the economies assessed. The result highlights progress in tourism development conditions, including transport infrastructure and visitor services. Albania continues to attract attention as a European destination offering coastal landscapes, historic towns and mountain experiences.

Tirana serves as the country’s principal international gateway, while Berat and Gjirokastër attract visitors interested in architecture and cultural heritage. The Albanian Riviera offers Mediterranean coastal experiences, and the country’s mountain regions provide opportunities for hiking and nature-based tourism. Improvements in transport accessibility can help visitors explore destinations beyond established coastal resorts.

Albania’s progress demonstrates how infrastructure development and better tourism services can strengthen competitiveness. However, rapid tourism expansion also requires careful environmental management, reliable public services and responsible destination planning. Continued investment in these areas will be important for maintaining progress and supporting local communities.

Laos Records Strong Tourism Development Progress Across Asia-Pacific

Laos recorded a 6.1 per cent improvement in its TTDI score between 2024 and 2026, placing it among the fastest-improving tourism economies identified by the World Economic Forum. The country offers cultural heritage, river landscapes and nature-based experiences. Its development progress reflects growing opportunities for tourism infrastructure and improved regional accessibility.

Luang Prabang attracts visitors with its temples, traditional architecture and cultural heritage, while Vientiane offers historic landmarks and urban attractions. Vang Vieng is known for limestone mountains and outdoor activities. Improved transport connections, including the Laos-China Railway, provide opportunities to link destinations and support travel between Laos and neighbouring countries.

The country’s tourism development prospects depend on maintaining accessible transport, improving visitor services and protecting natural and cultural resources. Tourism can create opportunities for smaller businesses and regional communities when growth is managed responsibly. Laos’s improving index score highlights its potential to strengthen tourism competitiveness through infrastructure, workforce development and sustainable destination management.

Malaysia Records 5.8 Per Cent Improvement in Tourism Development Score

Malaysia achieved a 5.8 per cent increase in its TTDI score between 2024 and 2026, placing it among the leading improving tourism economies in Asia-Pacific. The country benefits from international air connectivity, cultural diversity, natural attractions and established hospitality services. Its tourism offering includes modern cities, tropical islands, rainforest experiences and cultural heritage destinations.

Kuala Lumpur remains an important gateway for international travellers, while Penang attracts visitors interested in food, heritage and cultural tourism. Langkawi offers island holidays, and Sabah and Sarawak provide opportunities for wildlife and nature-based travel. Malaysia’s transport infrastructure and regional air connections help visitors explore destinations across Peninsular Malaysia and Borneo.

Malaysia’s score improvement highlights the importance of strengthening tourism services and destination accessibility. Continued investment in digital technology, skilled workers and sustainable infrastructure can support future development. Protecting natural resources and distributing tourism benefits across regions remain important priorities as the country strengthens its position in the competitive Asian tourism market.

Thailand Records 5.6 Per Cent Tourism Development Score Growth

Thailand recorded a 5.6 per cent improvement in its Travel & Tourism Development Index score between 2024 and 2026, making it one of the strongest improving economies identified in Asia-Pacific. Its tourism industry benefits from international air connections, established hospitality services and a wide range of cultural and natural attractions. The country remains an important destination for leisure, wellness and cultural tourism.

Bangkok serves as a major international gateway, while Phuket and Krabi attract visitors seeking beaches and island experiences. Chiang Mai offers temples, traditional culture and mountain landscapes. Thailand’s tourism sector also includes food tourism, wellness retreats, shopping and community-based experiences, helping attract travellers with different interests and budgets.

Thailand’s improving score demonstrates the importance of maintaining competitive tourism development conditions. Infrastructure investment, digital services, workforce skills and environmental management remain important for future growth. Protecting coastal ecosystems and supporting responsible tourism practices can help preserve the country’s attractions while strengthening economic opportunities for tourism businesses and communities.

Mexico and Brazil Highlight the Growing Importance of Emerging Tourism Economies

Mexico and Brazil are among the major emerging tourism economies identified by the World Economic Forum in its 2026 report. Both countries offer extensive natural and cultural resources, established tourism destinations and opportunities for regional development. Their inclusion highlights the importance of emerging markets in shaping international tourism growth, although their precise 2026 ranking positions are not established here.

Mexico attracts travellers to destinations including Cancún, Mexico City, Los Cabos and Oaxaca. Its tourism offering includes beaches, archaeological sites, food experiences and cultural festivals. Brazil provides different experiences through Rio de Janeiro, São Paulo, Salvador and the Amazon region, combining urban attractions, natural landscapes, cultural heritage and major events.

Both countries face opportunities and challenges in improving tourism competitiveness. Better transport connections, workforce development, visitor services and environmental protection can support long-term progress. Their tourism potential also demonstrates why investment beyond established destinations matters for spreading economic benefits and strengthening regional tourism economies.

India and Indonesia Strengthen the Role of Emerging Markets in Global Tourism

India and Indonesia are also among the major emerging tourism economies highlighted by the World Economic Forum. Both countries possess extensive cultural resources, diverse landscapes and large domestic tourism markets. Their development opportunities reflect the growing importance of infrastructure, international connectivity and sustainable destination management in supporting future tourism competitiveness.

India offers heritage attractions, religious tourism, wildlife experiences and major cities such as Delhi, Mumbai and Jaipur. Indonesia attracts travellers to Bali, Jakarta, Yogyakarta and destinations across its extensive island network. Cultural traditions, natural attractions and regional tourism experiences contribute to the appeal of both countries, while transport improvements can support access to additional destinations.

India and Indonesia have opportunities to strengthen tourism development through improved visitor facilities, digital services, skilled workers and environmental protection. Their inclusion among major emerging economies reflects their importance to the wider travel industry. However, future competitiveness will depend on how effectively tourism investment supports local communities, infrastructure and long-term sustainability.

“The United States securing second place in the World Economic Forum’s Travel & Tourism Development Index 2026 demonstrates the remarkable strength, diversity and resilience of its tourism industry.

Although Japan has taken the leading position, America continues to set important global benchmarks through its extensive aviation network, world-class hospitality infrastructure, cultural attractions and innovative visitor experiences.

From New York and Los Angeles to Orlando, Las Vegas and emerging regional destinations, the country offers extraordinary opportunities for leisure travellers, business visitors and international investors. This ranking should be viewed as an opportunity to accelerate progress rather than a setback.

Greater investment in sustainable infrastructure, digital transformation, workforce development and seamless connectivity can further strengthen America’s competitive advantage. The United States remains a vital driver of international tourism, and its ability to innovate, adapt and deliver memorable experiences will continue shaping the future of global travel for years to come.”— Anup Kumar Keshan, Founder and Editor-in-Chief, Travel And Tour World

Global Tourism Development Enters a New Era of Connectivity and Sustainability

The World Economic Forum’s Travel & Tourism Development Index 2026 found that 101 of the 110 economies assessed improved their scores compared with 2024. The average increase reached 2.1 per cent, reflecting wider progress in tourism development conditions. However, improvements varied between countries and regions, with Asia-Pacific recording particularly strong momentum.

The index evaluates factors including transport infrastructure, digital readiness, safety, tourism resources and environmental sustainability. It does not directly measure tourist arrivals, visitor spending or tourism earnings. Developed with Zurich Insurance Group, the report provides governments and industry stakeholders with a framework for identifying strengths, weaknesses and investment priorities.

Japan’s global leadership, Jamaica’s four-place ranking improvement and the strong score gains recorded by Albania, Laos, Malaysia and Thailand demonstrate different forms of tourism progress. As international travel continues to evolve, infrastructure quality, workforce skills, digital innovation and responsible destination management will remain essential to building competitive and resilient tourism economies.

The World Economic Forum’s Travel & Tourism Development Index 2026 has highlighted changing global tourism competitiveness, with Japan leading 110 economies. The United States, Spain and Australia follow, while Jamaica has improved its position, reflecting progress in tourism infrastructure, connectivity, innovation and destination resilience.

Japan, United States and Spain Lead Global Tourism

Japan ranks first globally, supported by advanced transport systems, cultural attractions and modern tourism services. The United States takes second place, benefiting from extensive aviation networks, major tourism destinations and business travel infrastructure.

Spain ranks third, followed by Australia, France, Germany, the United Kingdom, China, Switzerland and Italy. According to the WEF’s official regional performance analysis, these economies demonstrate strong tourism development conditions, including connectivity, cultural resources and visitor infrastructure.

Jamaica Climbs Four Places as Caribbean Tourism Competitiveness Improves

Jamaica has risen from 82nd to 78th place, recording a 2.3% improvement in its tourism development score. According to the Jamaica Tourist Board’s official announcement, it achieved the largest ranking improvement in the Americas.

Tourism Minister Edmund Bartlett attributed the progress to investments in infrastructure, digital innovation, workforce development and sustainable tourism under Jamaica’s Tourism 3.0 strategy.

Albania, Malaysia and Thailand Record Strong Tourism Gains

Albania recorded the largest score improvement globally at 7%, followed by Laos at 6.1%, Malaysia at 5.8% and Thailand at 5.6%. Mexico, Brazil, India and Indonesia were also identified as important emerging tourism economies.

The WEF’s official findings show that 101 of 110 economies improved their scores between 2024 and 2026.

The index, developed with Zurich Insurance Group, measures conditions supporting sustainable tourism development rather than visitor arrivals or revenue. Its findings underline the growing importance of transport infrastructure, digital readiness, skilled workers and environmental protection in shaping global tourism competitiveness.

The United States’ second-place ranking highlights its continued strength in global tourism despite losing the leading position to Japan. Strong aviation networks, cultural attractions and established hospitality services remain important advantages. Continued investment in infrastructure, innovation, sustainability and visitor experiences will help maintain its competitiveness in the evolving tourism market.