People travel extensively. Despite ongoing geopolitical, economic, and environmental challenges, 2025 saw a record 1.5 billion tourist arrivals worldwide. In the first quarter of 2026 alone, approximately 307 million people traveled internationally—a clear sign that the travel and tourism industry has not only recovered from the pandemic-induced slump but is actively thriving.

In fact, international tourist arrivals in 2025 rose by 5% compared to 2024 and by 4.4% compared to 2019 levels. The sector contributed a record $11.6 trillion to global GDP last year—up 4.1% from 2024 and more than double the 2019 figure. Regarding employment, the sector supported 366 million jobs worldwide in 2025, representing approximately one in ten jobs globally.

While the sector as a whole is in good health, some regions and markets are experiencing faster growth than others, and growth itself is becoming a challenge—as evidenced by the World Economic Forum’s latest Travel & Tourism Development Index (TTDI), produced in collaboration with Zurich Insurance Group. While the top 10 countries warrant a more detailed analysis, it is worth noting that between 2024 and 2026, the vast majority (92%) of the 110 economies ranked in the TTDI improved their scores, and average scores rose by 2%—the fastest rate of improvement since 2019.

• The top 10 countries. The top-performing countries on the index remain unchanged since the last TTDI (2024). However, there have been some shifts in their rankings. Japan [opening photo] has climbed two spots, wresting the top spot from the United States. Australia has also moved up two places to fourth position. While China remains in eighth place, it outperformed the global average growth rate.

These changes reflect increased demand and capacity in Asia-Pacific (APAC), according to the TTDI report, which cites the region's continued recovery following its late post-pandemic reopening as a key factor in its improved scores.

How did Japan secure the top spot this year? The country welcomed a record 42.7 million international visitors in 2025, thanks in part to its diversification efforts. The Japan National Tourism Organization has worked to attract travelers from a wider range of countries and to promote regional destinations beyond Japan's major tourist hubs—such as Tokyo, Hiroshima, and Osaka. The strategy appears to have paid off: visitor spending reached $59.7 billion in 2025.

With the exception of China, advanced economies hold nine of the top ten spots. European countries—Spain, France, Germany, the United Kingdom, Switzerland, and Italy—dominate the rankings, reflecting Europe and Eurasia's position as the best-performing region overall.

• Which ones are rising the fastest? However, when it comes to the fastest growth, other regions have taken center stage.

Growth was strongest in Asia-Pacific and the Middle East and North Africa (MENA), with increases of 3.6% and 2.5%, respectively. Seven of the ten most improved economies were developing nations in the Asia-Pacific region, including Laos (+6.1%), Malaysia (+5.8%), and Thailand (+5.6%).

A deeper look at the data reveals that the largest emerging tourism economies have improved their scores more than twice as fast as the top 20 countries since 2019, "benefiting from competitive prices, abundant natural resources, and more sustainable demand patterns."

Regarding individual countries, Albania saw the greatest overall improvement, raising its score by 7% compared to 2024. The TTDI report notes that improvements in tourism services and infrastructure, air transport, and land and port infrastructure have helped Albania "transform growing visitor demand into tourism growth."

• Culture leads the way. The TTDI is structured around 17 pillars. Countries are evaluated against each of these to provide an overview of their strengths and weaknesses in creating environments conducive to travel and tourism. Between 2024 and 2026, 14 of these 17 pillars improved overall, led by culture, followed by advances in tourism infrastructure and air connectivity.

Cultural resources increased by 9.6% in ...compared to 2024 figures, and more than 95% of economies recorded higher scores. This increase is partly due to a global effort to safeguard cultural heritage, according to the report, with the UNESCO World Heritage List growing from 869 sites in 2019 to 972 in 2026.

The report also highlights the UNESCO Intangible Cultural Heritage Register, which recognizes festivals, performing arts, craftsmanship, and culinary culture; the latter alone has evolved into a $16.1 billion market.

Natural resources increased by 4.1%, and 96% of countries improved their scores. Growing interest in nature tourism is driving the expansion of tourism into rural areas, presenting an opportunity for emerging and developing economies, according to the report. Natural assets such as forests and coastlines, as well as protected wildlife areas, are particularly prevalent in developing countries.

Among the 30 top-scoring economies for natural resources, 20 are emerging or developing economies, located primarily in Latin America and the Asia-Pacific region.