World Economic Forum Study Shows Record Gains in Travel

For travel and tourism officials sick of talking about the effects of the COVID-19 pandemic, statistics from World Economic Forum suggest the time is right to move on.

The WEF’s Travel & Tourism Development Index reports a record 1.5 billion international tourist arrivals in 2025, one of many positive signs for DMOs and other organizations promoting travel.

But with the good, which we will report in-depth about below, there are some headwinds that the analysis says to watch out for: affordability pressures, investment gaps, workforce constraints and sustainability challenges.

The United States slipped from the top spot to No. 2 in the TTDI rankings behind Japan, which is at least partially attributable to the rise of many destinations as favorable vacation sports. More than 90% (92%) saw progress in both advanced and developing tourism markets. Gains were recorded across every region and income group.

The top 10 TTDI rankings are as follows:

1. Japan
2. United States
3. Spain
4. Australia
5. France
6. Germany
7. United Kingdom
8. China
9. Switzerland
10. Italy

A positive for travel across the board is a 7.2% increase in the reputation for the hospitality sector despite concerns about overtourism, geopolitical conflicts, and rising costs. Support for the industry is increasing, as well. According to the WEF, government spending on tourism has risen by 7.6% since 2019, reflecting increased public-sector support for the sector in many economies.

Some of the strongest gains in the survey were in cultural attractions, tourism infrastructure and services, and air connectivity, meaning destinations are eager and able to welcome an increased number of visitors.

But while travel activity and visitor spending continue to grow, the economic and social value generated by tourism weakened between 2024 and 2026. The report says this is a sign that DMOs and other travel organizations need to better communicate the benefits of visitors and aim to limit pressure on communities, infrastructure, and natural assets.

One quick word related back to the pandemic that also applies to ongoing challenges. WEF stresses resiliency is among the best traits for destinations to demonstrate.

“What singles out successful destinations is not only the strength of their tourism assets, but their ability to adapt and continue functioning during times of uncertainty,” the report says.