The World Economic Forum (WEF) has released a report stating that while global tourism has strengthened across most countries, rising visitor numbers are not translating into wider economic and social benefits. According to the 2026 Travel & Tourism Development Index (TTDI), 92% of the 110 economies assessed improved their scores since 2024, with Japan taking the top position. The report highlights that tourism development conditions are at their strongest since the pandemic, driven by improvements in cultural attractions, tourism infrastructure and services, and air connectivity.
The WEF report notes that international tourist arrivals reached a record 1.5 billion in 2025, up 5% on 2024 and 4.4% above 2019 levels. The Middle East and Africa recorded the strongest growth, while Asia-Pacific continued to close the gap with pre-pandemic travel levels. However, the report also highlights that between 2024 and 2026, travel became less affordable in three out of four economies, while tourism investment failed to keep pace with rising demand and labour shortages threatened further growth.
The report further notes that benefits for local communities declined during the period, reflecting that higher visitor numbers do not necessarily lead to better livelihoods or higher-quality jobs, particularly in destinations heavily dependent on seasonal tourism. Additionally, travel and tourism-related prices have risen faster than inflation in many economies, contributing to a decline in price competitiveness in three-quarters of TTDI-ranked economies between 2024 and 2026.
The WEF also highlights that despite improvement, tourism investment has lagged behind activity since 2022, while workforce shortages and skills gaps risk constraining service quality and adaptation to digital and AI-driven change. The economic and social value generated by tourism also weakened between 2024 and 2026, while pressures from crowding and visitor concentration remained above pre-pandemic levels.
The report stresses that destinations must focus not only on generating tourism growth but also on managing it effectively by spreading its benefits more widely while limiting pressure on local communities, infrastructure and natural assets. This requires a more nuanced approach to tourism development, one that prioritizes sustainable and resilient growth.
The TTDI measures the factors and policies enabling the sustainable and resilient development of travel and tourism. The index assesses various aspects, including cultural resources, which stood as the "most improved pillar in the TTDI, with over 95% of economies recording higher scores." The report suggests that economies can learn from best practices and improve their tourism development conditions.
Overall, the WEF report highlights the need for a more balanced approach to tourism development, one that prioritizes both growth and sustainability. By adopting a more nuanced approach, destinations can ensure that tourism benefits are shared more widely and that the sector contributes to long-term economic and social development.
Key points
- Rising visitor numbers do not necessarily translate into wider economic and social benefits for local communities.
- Tourism investment has lagged behind activity since 2022, while workforce shortages and skills gaps risk constraining service quality and adaptation to digital and AI-driven change.
- Destinations must focus on managing tourism growth effectively by spreading its benefits more widely while limiting pressure on local communities, infrastructure and natural assets.
