10 Countries with the Best Tourism in the World for 2026, Number 1 in Asia
Japan has taken the top spot in the 2026 Travel & Tourism Development Index (TTDI) released by the World Economic Forum (WEF). Simultaneously, Albania was recorded as the country with the most significant score increase compared to the previous edition.
According to Euro News, the 2026 TTDI report, published on 25 September 2026, assesses the conditions and policies that support the sustainable and resilient development of the travel and tourism sector. The index covers 110 countries and economies, using various indicators to illustrate a destination’s readiness to support tourism activities.
The TTDI assessment does not directly measure tourist arrivals or tourism revenue. Instead, the index examines factors that enable a destination to attract, support, and maintain the development of the travel and tourism sector.
Assessed aspects include the business environment, safety and security, health and hygiene, human resources, information technology readiness, openness to tourism, price competitiveness, as well as tourism infrastructure and services.
The top 10 countries in the 2026 Travel & Tourism Development Index are:
Japan
United States
Spain
Australia
France
Germany
United Kingdom
China
Switzerland
Italy
The WEF noted that these ten countries also occupied the top 10 in the 2024 edition, although there were changes in the ranking order. Europe maintains a strong position, with six countries appearing in the top 10 list.
Japan rose two positions compared to the previous edition to ultimately claim first place. According to the WEF, one factor supporting Japan’s position is the effort to expand tourism activities beyond major destination hubs.
This strategy has helped Japan expand its visitor base while reducing tourist concentration in several popular areas, amidst high arrival numbers.
Countries with the Fastest Score Increases:
Albania
Vietnam
Laos
Qatar
Malaysia
Thailand
Philippines
Morocco
Nepal
Sri Lanka
The WEF noted that Laos experienced a score increase of 6.1 per cent, Malaysia 5.8 per cent, and Thailand 5.6 per cent between 2024 and 2026. More broadly, developing nations in the Asia-Pacific region are becoming a primary source of momentum for index growth.
Global tourism is entering a new phase. The WEF noted that the number of international tourists reached approximately 1.5 billion in 2025, an increase of 5 per cent compared to 2024 and about 4.4 per cent above 2019 levels.
However, the WEF report also indicates that tourism growth faces new challenges. Rising travel costs, investment needs, labour shortages, and pressures on the environment and local communities are several issues that require attention.
Consequently, the challenges facing the tourism sector are no longer just about post-pandemic recovery, but rather how to manage growth to ensure broader economic and social benefits while maintaining the sustainability of destinations.