Japan Tops Tourism Ranking, US Slips to Second Place in New Report

Global tourism is experiencing a significant rebound, with a new report indicating a surge in international travel despite economic uncertainties and geopolitical tensions. The 2026 edition of the World Economic Forum’s Travel & Tourism Development Index (TTDI) reveals that Japan has ascended to the top position among the world's leading tourist destinations, displacing the United States, which now ranks second.

The report highlights that the enabling conditions for travel and tourism are at their strongest since the pandemic, with 92% of economies showing improvement since 2024. In 2025, a total of 1.5 million tourist arrivals were recorded globally, and the first quarter of 2026 alone saw approximately 307 million international travelers. The TTDI measures sustainable tourism growth across several key areas, including safety, price competitiveness, and air infrastructure, while also evaluating metrics such as hotel rates, visa policies, public transit efficiency, UNESCO heritage sites, and geographic tourism distribution.

Japan's rise to first place is attributed to its success in broadening its visitor base and encouraging exploration beyond major tourist hubs, a strategy that has helped manage overcrowding while accommodating a record number of visitors. The United States' drop to second place is noted in the report, with factors such as tariffs and negative rhetoric cited as potential deterrents for travelers. Australia moved from sixth to fourth place in the rankings, and China maintained its eighth position, exceeding the global average growth rate.

The top 10 countries for travel and tourism according to the TTDI are:

1. Japan
2. USA
3. Spain
4. Australia
5. France
6. Germany
7. UK
8. China
9. Switzerland
10. Italy

While the composition of the top 10 countries has remained consistent since the 2024 index, the internal ranking has shifted. The report also identified countries showing the fastest rate of improvement in their tourism sectors. Albania secured the top spot among these improvers, with its score increasing by 7% over the past two years. This growth is linked to enhancements in air transport infrastructure and tourist services, coupled with offering visitors an affordable yet compelling travel experience compared to neighboring destinations.

The fastest-improving countries include:

1. Albania
2. Vietnam
3. Laos
4. Qatar
5. Malaysia
6. Thailand
7. Philippines
8. Morocco
9. Nepal
10. Sri Lanka

Ramya Krishnaswamy, head of experience economy and cities at the World Economic Forum, emphasized the importance of creating greater value in tourism by investing in people, infrastructure, and public-private collaboration to ensure lasting benefits for communities and destinations.