Japan regains top spot in 2026 global travel rankings

Japan has returned to the top of the World Economic Forum's global travel and tourism rankings, as the country seeks to attract visitors also to its lesser-known destinations amid a surge in foreign arrivals.

Shibuya’s bustling streets light up at night in Tokyo, Japan, a major tourism hub

Japan ranked first among 110 economies listed in the index released Sept. 25, followed by the United States, Spain, Australia, and France. Japan had ranked first in 2021 before dropping to third in the 2024.

The World Economic Forum (WEF) highlighted Japan's cultural resources, improved transport infrastructure and efforts to encourage visitors to explore destinations beyond major tourism centers, an increasingly important issue as the country deals with rising foreign visitor numbers and overtourism concerns.

"By extending its visitor base and encouraging more travel beyond major tourism centers, the country has reduced concentration risk while continuing to achieve record tourism performance," the WEF said.

Globally, the WEF noted that tourism has entered a new phase in which destinations are not only seeking to attract more visitors but also manage the pressures that come with rising demand.

Crowding and visitor concentration remain challenges, while destinations also face pressure to keep infrastructure, investment and workforce capacity in step with tourism growth.

Japan's rise also comes as Asia-Pacific gains ground in the global tourism landscape. The region was the fastest-improving region in 2026, with its average Travel & Tourism Development Index (TTDI) score rising by 3.6% between 2024 and 2026.

Seven of the 10 most improved economies were developing countries in Southeast and South Asia, including Laos, Malaysia, and Thailand, according to the report.