Understanding the Tourism Index
Before diving into who’s rising and why, it's important to understand what this index actually measures. The Travel & Tourism Development Index (TTDI), published by the World Economic Forum in collaboration with Zurich Insurance, isn't a simple popularity
contest based on visitor numbers. Instead, it’s a comprehensive readiness check for 110 economies, assessing the set of factors and policies that enable the sustainable and resilient development of the travel and tourism sector. The index looks at everything from air transport infrastructure and workforce availability to natural and cultural resources, safety, and overall sustainability. Think of it less as a travel guide and more as a national report card on a country's ability to support a thriving, long-term tourism industry.
The Ascendance of the East
For years, tourism's center of gravity has been firmly planted in Europe and North America. While established economies like Japan, the US, and Spain still hold top spots in the 2026 index, the most dramatic story is the rapid improvement of emerging markets. The report highlights that the Asia-Pacific (APAC) and the Middle East and North Africa (MENA) regions are showing remarkable momentum. In fact, the average score improvement in APAC was double that of Europe between 2024 and 2026. Seven of the ten most-improved economies are in the Asia-Pacific, with countries like Vietnam and Laos showing huge gains. In the Middle East, nations like Saudi Arabia and Qatar have made significant leaps, climbing the ranks thanks to concerted efforts to bolster their tourism sectors.
What's Driving the Rapid Rise?
This shift isn't accidental; it’s the result of deliberate strategy and massive investment. In the Middle East, national diversification plans like Saudi Arabia's Vision 2030 are pouring billions into creating new tourism hubs, from luxury resorts to cultural heritage sites. The kingdom has seen its ranking jump 17 places since 2019, partly by massively increasing the number of tourism jobs, with the share of women in the sector rising from just 5% in 2018 to 47%. Both the Middle East and APAC regions have benefited from significant upgrades in air transport infrastructure, improved international openness through visa reforms, and a focus on developing unique cultural resources. These emerging destinations are also benefiting from competitive pricing and a growing focus on sustainable tourism patterns that distribute visitors more widely.
A New Era of Global Competition
The rise of tourism in the East signals a new competitive landscape. While global tourism has bounced back to record levels, with 1.5 billion international arrivals in 2025, the challenges have changed. The focus is no longer just on generating demand, but on managing it sustainably. The report warns of new pressures, including rising costs that have made travel less affordable in three-quarters of economies, significant workforce shortages, and investment that is failing to keep up with demand. This means destinations that can offer value, resilience against disruptions like geopolitical tensions, and a high-quality visitor experience will have the edge. For travelers, this heightened competition means more choices and new destinations to explore, but the report also cautions that the era of cheap travel may be fading as costs continue to climb.
