Travel has bounced back to its strongest condition since 2019, according to the World Economic Forum's Travel & Tourism Development Index 2026, unveiled in Geneva on 25 September alongside Zurich Insurance Group. The catch? Trips are getting more expensive almost everywhere.
The index, now in its 10th edition, measures how well 110 economies are set up for tourism that delivers lasting value — not just who pulls in the most visitors. The headline numbers are upbeat: 92% of economies improved their score since the 2024 edition, with an average rise of 2.1%. That's a big jump from the previous period, when only 54% of economies gained and the average improvement was a mere 0.2%. Better cultural attractions, stronger tourism infrastructure and improved air connectivity did most of the heavy lifting.
Japan leads the 2026 ranking, followed by the United States, Spain, Australia and France. Advanced economies took nine of the top 10 spots — China is the only exception — and Europe remains the strongest region overall with six economies in the top tier.
The more interesting story sits further down the table. Albania made the biggest leap since 2024, up 7.0%, with Vietnam (+6.3%) and Laos (+6.1%) close behind. Asia-Pacific claims seven of the 10 most-improved spots, and South-East Asia is climbing faster than any other subregion — a nudge for anyone weighing up emerging destinations before crowds and prices catch up.
But the report flags real headwinds. Travel has become less affordable in 75% of the economies measured, with the cost of getting somewhere, staying there and even operating a business outpacing inflation. Tourism investment hasn't kept up with demand — a gap the WEF expects to persist until 2033 — while labour shortages and weakening benefits for local communities add to the strain.
The WEF's Ramya Krishnaswamy framed the next phase as less about attracting more visitors and more about investing in people, infrastructure and public-private collaboration so tourism pays off for residents as well as businesses. Zurich's CEO of Global Businesses and Operations, Cara Morton, added that resilience now separates the winners: destinations that plan for grounded flights, heatwaves and system failures recover faster and keep travellers' trust.
The index lays out five priorities for governments and destinations: spread demand across markets and seasons, keep transport and digital systems running through disruption, compete on value rather than price, deliver visible benefits to local communities, and invest in the tourism workforce. None works alone, the report argues — you can't manage growth without residents' trust or protect access without airlines, hotels and regulators pulling together.
For travellers, the takeaway is practical. The classic heavyweights — Japan, Spain, France, the US — still offer the deepest pool of things to see and the best infrastructure. But affordability is deteriorating broadly, so booking earlier, travelling in shoulder seasons, or looking at fast-rising places like Albania, Vietnam and Laos could stretch a budget further in the years ahead.
