GENEVA, 25th September, 2026 (WAM) -- Travel and tourism conditions have strengthened across most of the world, a new World Economic Forum (WEF) 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.
“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.”