Japan tops WEF’s 2026 Travel and Tourism Development Index

World Tourism Day was observed on September 27, renewing interest in the current state and future prospects of global tourism. The World Economic Forum’s (WEF) 2026 Travel and Tourism Development Index provides an overview of which countries are leading in various areas, including tourism development, infrastructure, natural and cultural resources.

The index assesses 110 economies worldwide based on factors including the enabling environment for tourism development, travel and tourism resources, infrastructure and sustainable tourism practices.

According to WEF data, the number of international tourists reached 1.5 billion in 2025, 4.4 percent higher than before the pandemic. Among the countries at the top of the index, some have advanced because of their rich history and culture, while others have benefited from natural beauty, developed infrastructure or diverse tourism experiences. 
The top 10 countries are:

Japan

Japan moved up two places to take the top position in the 2026 index.

According to the report, a record 42.7 million international tourists visited the country in 2025. The combination of modern urban life, ancient heritage, technology and natural beauty is one of Japan’s major attractions.

Tokyo, Osaka, Hiroshima and Mount Fuji are among the destinations popular with tourists visiting Japan.

United States

The United States, which ranked first in the previous edition, is now in second place.

The vast country is home to busy, modern cities such as New York and Los Angeles, as well as natural wonders including the Grand Canyon and Yellowstone National Park.

Its cities, national parks, historic sites and diverse cultures make the United States a major tourist destination.

Spain

Spain ranks third on the list. Barcelona and Madrid are among the country’s most popular tourist destinations. Historic sites, distinctive architecture, beaches and a rich cultural heritage attract visitors to Spain.

The beauty of the Mediterranean coast and vibrant urban life have also strengthened the country’s appeal to tourists.

Australia

Australia has moved up two places from its previous position to rank fourth.

The country’s major tourism attractions include vast beaches, diverse wildlife and natural landscapes. Alongside urban experiences, opportunities to get close to nature and wildlife set Australia apart.

France

France ranks fifth on the list. Its capital, Paris, is one of the world’s best-known tourist cities. The Eiffel Tower and the Louvre Museum are among the country’s most famous attractions.

Its art, culture, architecture and long historical heritage have made France a popular destination for international tourists for decades.

Germany

Germany ranks sixth in this list. Berlin and Munich are important urban tourism destinations. Alongside history and architecture, modern urban life, culture and diverse attractions across different parts of the country have made Germany attractive to travellers.

United Kingdom

The United Kingdom ranks seventh in the index. London is one of the country’s biggest international tourist attractions. Scotland, Wales and Northern Ireland are also popular with visitors.

The combination of royal heritage, historic sites, culture and natural beauty has enriched the United Kingdom’s tourism sector.

China

China ranks eighth. It is the only country among the WEF’s top 10 that is not classified as an advanced economy.

The country has a long list of tourist attractions, including the Great Wall of China, Beijing’s Forbidden City and Shanghai’s modern skyline. Its thousands of years of history, diverse culture and modern urban life have made China attractive to international tourists.

Switzerland

Switzerland ranks ninth on the list. The Alps are closely associated with the country’s tourism. Particularly in winter, skiing and other mountain sports attract tourists.

Snow-covered mountains, scenic landscapes and opportunities for adventure have made Switzerland a special attraction for travel enthusiasts.

Italy

Italy rounds out the top 10. Its tourism attractions include Rome’s historic sites, Venice’s canals, Florence’s art and heritage, and the Amalfi Coast.

The diversity of its ancient history, art, architecture, culture and coastal beauty has made Italy one of the world’s best-known tourist destinations.

The tourism experiences offered by the countries on the WEF list vary considerably. In some places, thousands of years of history and architecture are the main attractions; in others, mountains, seas and wildlife draw visitors, while modern cities and developed tourism infrastructure are key attractions elsewhere.

However, the growth of international tourism depends not only on attractions but also on a tourism-friendly environment, connectivity, infrastructure and sustainable tourism practices.