1. Japan
Claiming the top spot, Japan has climbed two places to become the world's leader in travel and tourism readiness. The country scores exceptionally high on infrastructure, cultural resources, and air transport connectivity. The Japan National Tourism Organization
has also been praised for its strategy of diversifying tourism by promoting regional destinations beyond major hubs like Tokyo and Osaka, a move that has paid off with record visitor numbers.
2. The United States
Slipping to second place after previously holding the top rank, the United States remains a tourism powerhouse. It offers an immense diversity of travel experiences, from sprawling national parks to bustling cities. The U.S. benefits from its vast tourism infrastructure, strong international connectivity, and a well-developed business environment for visitor services. Despite a slight dip in the rankings, its position reflects a mature and robust tourism sector.
3. Spain
A perennial favourite, Spain holds strong in third place. The country is a powerhouse in Europe, which as a region dominates the top of the index with six of the top ten spots. Spain's success is built on its rich cultural heritage, extensive tourist services, and excellent ground and port infrastructure, making it an accessible and rewarding destination for a wide variety of travellers.
4. Australia
Moving up two spots, Australia now ranks fourth globally. This improvement highlights the continued post-pandemic recovery and growing demand in the Asia-Pacific region. Australia's strengths lie in its world-renowned natural assets, high levels of safety and security, and a strong focus on creating sustainable tourism practices to protect its unique environment.
5. France
Rounding out the top five is France, a country whose reputation for tourism needs little introduction. Its continued high ranking is a testament to its unparalleled cultural heritage, iconic landmarks, and a sophisticated tourism ecosystem that has been catering to global visitors for centuries. France consistently performs well across indicators related to cultural attractions and tourist services.
6. Germany
Germany maintains its position in the top ten with a sixth-place ranking. It is recognized for its exceptional air and ground transport infrastructure, making travel within the country seamless and efficient. Germany also scores highly for its business environment and the quality of its human resources in the tourism sector, ensuring a high standard of service for visitors.
7. The United Kingdom
The United Kingdom comes in at number seven, leveraging its strong global air connectivity and rich cultural assets. Its world-famous museums, historic sites, and vibrant cities continue to draw millions of visitors. The U.K.'s high ranking is also supported by its well-developed tourism infrastructure and services.
8. China
As the only emerging economy in the top ten, China's eighth-place ranking is particularly significant. The country has shown one of the fastest rates of improvement, driven by investments in infrastructure and a wealth of cultural and natural heritage sites recognized by UNESCO. China's performance highlights the growing importance of the Asia-Pacific region in the global tourism landscape.
9. Switzerland
Known for its stunning natural landscapes and impeccable safety, Switzerland secures the ninth spot. It stands out for its sustainability practices and the high quality of its tourism services. While it can be a pricier destination, its efficient public transport and pristine environment provide a premium travel experience.
10. Italy
Completing the top ten is Italy, a country synonymous with history, art, and cuisine. Italy's ranking is anchored by its immense cultural resources, boasting numerous UNESCO World Heritage sites. Its enduring appeal is a powerful magnet for travellers, supported by a long-established tourism sector that caters to a diverse range of visitor interests.
