The TTDI benchmarks the factors and policies that enable the sustainable and resilient development of the tourism sector, helping governments, businesses and destination leaders understand where progress is being made and where gaps remain. The 2026 edition covers 110 economies and draws on 102 indicators across 17 pillars.<\/p>\n\n\n\n
Bloom Consulting\u2019s continued partnership with the World Economic Forum<\/strong><\/h2>\n\n\n\nJose Filipe Torres, CEO and Founder of Bloom Consulting, is a member of the World Economic Forum\u2019s Beyond Tourism Insights Council. The Council brings together experts and industry leaders to exchange perspectives and provide guidance on insights produced within the Forum\u2019s travel and tourism work, including initiatives such as the TTDI.<\/p>\n\n\n\n
Bloom Consulting has shared its intelligence with the World Economic Forum since 2015, contributing data through its proprietary research and D2 Digital Demand \u00a9 software as well as Country Brand Strategy rating.<\/p>\n\n\n\n
D2 Digital Demand<\/a> \u00a9 analyses global online searches about destinations, providing insights into the level of international interest in Countries, Regions and Cities. Within Bloom Consulting\u2019s methodology, Digital Demand measure tourism appeal as well as perceptions related to investment, talent and general reputation.<\/p>\n\n\n\nCountry Brand Strategy – CBS Rating \u00a9 The accuracy of an NTO’s strategic positioning. Alignment between an NTO’s strategy and what international tourists are searching for. A Country Brand gets a higher rating if the NTO’s strategy is shaped around the tourism-related brand tags with the highest demand in terms of search volume. <\/p>\n\n\n\n
This combination of data contribution and expert participation strengthens Bloom Consulting\u2019s role in the wider conversation around the future of tourism and the role that destinations play in sustainable economic development.<\/p>\n\n\n\n
What does the TTDI 2026 tell us?<\/strong><\/h2>\n\n\n\nThe latest results point towards a travel and tourism sector that has not simply recovered from the pandemic, but has entered a new period of growth.<\/p>\n\n\n\n
International tourist arrivals reached a record 1.5 billion in 2025, 5% higher than in 2024 and 4.4% above 2019 levels. Travel and tourism also contributed a record US$11.6 trillion to global GDP in 2025 and supported 366 million jobs worldwide.<\/p>\n\n\n\n
The progress is also visible across the Index itself. Between 2024 and 2026, 92% of the 110 economies included in the TTDI improved their score, while the average score increased by 2,1%, the fastest improvement since 2019.<\/p>\n\n\n\n
But progress varies across destinations, with emerging tourism economies showing strong growth.<\/p>\n\n\n\n
Japan leads as emerging destinations strengthen their position<\/strong><\/h3>\n\n\n\nJapan takes first place in the TTDI 2026, rising two positions from the previous edition and surpassing the United States and Spain. Australia and France complete the top five.<\/p>\n\n\n\n![\"\"](\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\")
<\/figure>\n\n\n\nHowever, one of the most significant findings comes from the fastest-improving destinations.<\/p>\n\n\n\n
Growth in TTDI scores was strongest in Asia-Pacific and the Middle East and North Africa, while seven of the ten most improved economies were Countries in Asia-Pacific. Albania recorded the largest overall improvement, increasing its score by 7% compared with 2024.<\/p>\n\n\n\n
According to the TTDI report, the largest emerging tourism economies have improved their scores more than twice as fast as the top 20 Countries since 2019. Competitive prices, natural assets and more sustainable demand patterns are among the factors contributing to this development.<\/p>\n\n\n\n
For destination leaders, this is an important signal. Tourism competitiveness is not static. Countries can strengthen their position by improving infrastructure, connectivity, visitor experiences and the wider environment in which tourism develops.<\/p>\n\n\n\n
Culture and natural assets matter more than ever<\/strong><\/h3>\n\n\n\nThe TTDI 2026 is structured around 17 pillars that provide a broader picture of the strengths and weaknesses shaping tourism development.<\/p>\n\n\n\n<\/figure>\n\n\n\nBetween 2024 and 2026, 14 of these 17 pillars improved globally. Cultural resources recorded the strongest improvement, rising by 9.6%, with more than 95% of economies improving their scores. Tourism infrastructure and air connectivity also made notable progress.<\/p>\n\n\n\n
Bloom Consulting\u2019s data shows that this growth in cultural resources is also being reflected in online interest. Cultural and entertainment tourism Digital Demand increased by around 15% between 2024 and 2026. The indicator measures searches related to gastronomy, heritage sites, museums, festivals, local traditions and performing arts.<\/p>\n\n\n\n
The natural resources pillar rose by 4.1%, with 96% of Countries improving their scores. The growing interest in nature-based travel is particularly relevant for emerging and developing economies, many of which possess significant natural assets and opportunities to expand tourism beyond established urban destinations.<\/p>\n\n\n\n
However, Bloom Consulting\u2019s D2 Digital Demand\u00a9 data also reveals an important gap between the natural assets a Country has and the demand those assets generate. Figure 4 of TTDI compares nature tourism Digital Demand with the number of terrestrial and freshwater ecoregions. Advance economies often attract higher levels of nature-related searches despite having fewer ecoregions than many emerging and developing economies.<\/p>\n\n\n\n<\/figure>\n\n\n\nThe finding is straightforward: having natural and cultural assets does not guarantee visitor interest. Turning those assets into tourism value also depends on visibility, connectivity, visitor services, infrastructure and the realities that visitors encounter.<\/p>\n\n\n\n
Country Brand Strategy \u2013 CBS rating\u00a9 and the effect of emerging Ai tools<\/strong><\/h3>\n\n\n\nOne of the TTDI 2026 findings most closely connected with Bloom Consulting\u2019s expertise concerns the Country Brand Strategy Rating indicator. While the overall Prioritization of T&T pillar improved by 1.7% between 2024 and 2026, it remains below 2019 levels. Much of its long-term decline is driven by Country Brand Strategy indicator, which remains below its 2019 level despite improving by 1% since 2024.<\/p>\n\n\n\n
The indicator measures how closely national tourism promotion aligns with traveller search behaviour. According to Bloom Consulting data included in the report, the change partly reflects a wider shift in how people discover destinations online, particularly through the growing role of AI-driven search<\/a> and recommendation systems. The results therefore do not necessarily indicate weaker tourism promotion. Instead, they may reflect a period of adjustment as tourism organisations adapt their content and branding strategies to a rapidly changing digital environment. Being visible when people actively search for a destination remains important, but the way that discovery happens is changing.<\/p>\n\n\n\nLooking beyond the ranking<\/strong><\/h2>\n\n\n\nThe TTDI 2026 demonstrates that the global tourism landscape continues to evolve.<\/p>\n\n\n\n
Established destinations remain strong, but emerging destinations are progressing rapidly. Culture and Natural assets are becoming increasingly important, while infrastructure, connectivity, sustainability and resilience remain fundamental to long-term tourism development.<\/p>\n\n\n\n
At the same time, Bloom Consulting data in the TTDI adds an important qualification: assets alone do not create demand. The gap between what a destination has and what people actually search for is becoming increasingly relevant, particularly as AI changes how destinations are discovered online.<\/p>\n\n\n\n
For Countries, Regions and Cities, the question is therefore not simply how many people are travelling, but what is driving their interest, how that demand is changing and how destinations can transform it into sustainable economic impact.<\/p>\n\n\n\n
Through its continued data partnership with the World Economic Forum and Jose Filipe Torres\u2019 participation in the Beyond Tourism Insights Council, Bloom Consulting continues to contribute its expertise and data to this global conversation.<\/p>\n\n\n\n
Country Brand Strategy – CBS Rating \u00a9 The accuracy of an NTO’s strategic positioning. Alignment between an NTO’s strategy and what international tourists are searching for. A Country Brand gets a higher rating if the NTO’s strategy is shaped around the tourism-related brand tags with the highest demand in terms of search volume. <\/p>\n\n\n\n
This combination of data contribution and expert participation strengthens Bloom Consulting\u2019s role in the wider conversation around the future of tourism and the role that destinations play in sustainable economic development.<\/p>\n\n\n\n
What does the TTDI 2026 tell us?<\/strong><\/h2>\n\n\n\nThe latest results point towards a travel and tourism sector that has not simply recovered from the pandemic, but has entered a new period of growth.<\/p>\n\n\n\n
International tourist arrivals reached a record 1.5 billion in 2025, 5% higher than in 2024 and 4.4% above 2019 levels. Travel and tourism also contributed a record US$11.6 trillion to global GDP in 2025 and supported 366 million jobs worldwide.<\/p>\n\n\n\n
The progress is also visible across the Index itself. Between 2024 and 2026, 92% of the 110 economies included in the TTDI improved their score, while the average score increased by 2,1%, the fastest improvement since 2019.<\/p>\n\n\n\n
But progress varies across destinations, with emerging tourism economies showing strong growth.<\/p>\n\n\n\n
Japan leads as emerging destinations strengthen their position<\/strong><\/h3>\n\n\n\nJapan takes first place in the TTDI 2026, rising two positions from the previous edition and surpassing the United States and Spain. Australia and France complete the top five.<\/p>\n\n\n\n<\/figure>\n\n\n\nHowever, one of the most significant findings comes from the fastest-improving destinations.<\/p>\n\n\n\n
Growth in TTDI scores was strongest in Asia-Pacific and the Middle East and North Africa, while seven of the ten most improved economies were Countries in Asia-Pacific. Albania recorded the largest overall improvement, increasing its score by 7% compared with 2024.<\/p>\n\n\n\n
According to the TTDI report, the largest emerging tourism economies have improved their scores more than twice as fast as the top 20 Countries since 2019. Competitive prices, natural assets and more sustainable demand patterns are among the factors contributing to this development.<\/p>\n\n\n\n
For destination leaders, this is an important signal. Tourism competitiveness is not static. Countries can strengthen their position by improving infrastructure, connectivity, visitor experiences and the wider environment in which tourism develops.<\/p>\n\n\n\n
Culture and natural assets matter more than ever<\/strong><\/h3>\n\n\n\nThe TTDI 2026 is structured around 17 pillars that provide a broader picture of the strengths and weaknesses shaping tourism development.<\/p>\n\n\n\n<\/figure>\n\n\n\nBetween 2024 and 2026, 14 of these 17 pillars improved globally. Cultural resources recorded the strongest improvement, rising by 9.6%, with more than 95% of economies improving their scores. Tourism infrastructure and air connectivity also made notable progress.<\/p>\n\n\n\n
Bloom Consulting\u2019s data shows that this growth in cultural resources is also being reflected in online interest. Cultural and entertainment tourism Digital Demand increased by around 15% between 2024 and 2026. The indicator measures searches related to gastronomy, heritage sites, museums, festivals, local traditions and performing arts.<\/p>\n\n\n\n
The natural resources pillar rose by 4.1%, with 96% of Countries improving their scores. The growing interest in nature-based travel is particularly relevant for emerging and developing economies, many of which possess significant natural assets and opportunities to expand tourism beyond established urban destinations.<\/p>\n\n\n\n
However, Bloom Consulting\u2019s D2 Digital Demand\u00a9 data also reveals an important gap between the natural assets a Country has and the demand those assets generate. Figure 4 of TTDI compares nature tourism Digital Demand with the number of terrestrial and freshwater ecoregions. Advance economies often attract higher levels of nature-related searches despite having fewer ecoregions than many emerging and developing economies.<\/p>\n\n\n\n<\/figure>\n\n\n\nThe finding is straightforward: having natural and cultural assets does not guarantee visitor interest. Turning those assets into tourism value also depends on visibility, connectivity, visitor services, infrastructure and the realities that visitors encounter.<\/p>\n\n\n\n
Country Brand Strategy \u2013 CBS rating\u00a9 and the effect of emerging Ai tools<\/strong><\/h3>\n\n\n\nOne of the TTDI 2026 findings most closely connected with Bloom Consulting\u2019s expertise concerns the Country Brand Strategy Rating indicator. While the overall Prioritization of T&T pillar improved by 1.7% between 2024 and 2026, it remains below 2019 levels. Much of its long-term decline is driven by Country Brand Strategy indicator, which remains below its 2019 level despite improving by 1% since 2024.<\/p>\n\n\n\n
The indicator measures how closely national tourism promotion aligns with traveller search behaviour. According to Bloom Consulting data included in the report, the change partly reflects a wider shift in how people discover destinations online, particularly through the growing role of AI-driven search<\/a> and recommendation systems. The results therefore do not necessarily indicate weaker tourism promotion. Instead, they may reflect a period of adjustment as tourism organisations adapt their content and branding strategies to a rapidly changing digital environment. Being visible when people actively search for a destination remains important, but the way that discovery happens is changing.<\/p>\n\n\n\nLooking beyond the ranking<\/strong><\/h2>\n\n\n\nThe TTDI 2026 demonstrates that the global tourism landscape continues to evolve.<\/p>\n\n\n\n
Established destinations remain strong, but emerging destinations are progressing rapidly. Culture and Natural assets are becoming increasingly important, while infrastructure, connectivity, sustainability and resilience remain fundamental to long-term tourism development.<\/p>\n\n\n\n
At the same time, Bloom Consulting data in the TTDI adds an important qualification: assets alone do not create demand. The gap between what a destination has and what people actually search for is becoming increasingly relevant, particularly as AI changes how destinations are discovered online.<\/p>\n\n\n\n
For Countries, Regions and Cities, the question is therefore not simply how many people are travelling, but what is driving their interest, how that demand is changing and how destinations can transform it into sustainable economic impact.<\/p>\n\n\n\n
Through its continued data partnership with the World Economic Forum and Jose Filipe Torres\u2019 participation in the Beyond Tourism Insights Council, Bloom Consulting continues to contribute its expertise and data to this global conversation.<\/p>\n\n\n\n
Japan takes first place in the TTDI 2026, rising two positions from the previous edition and surpassing the United States and Spain. Australia and France complete the top five.<\/p>\n\n\n\n However, one of the most significant findings comes from the fastest-improving destinations.<\/p>\n\n\n\n Growth in TTDI scores was strongest in Asia-Pacific and the Middle East and North Africa, while seven of the ten most improved economies were Countries in Asia-Pacific. Albania recorded the largest overall improvement, increasing its score by 7% compared with 2024.<\/p>\n\n\n\n According to the TTDI report, the largest emerging tourism economies have improved their scores more than twice as fast as the top 20 Countries since 2019. Competitive prices, natural assets and more sustainable demand patterns are among the factors contributing to this development.<\/p>\n\n\n\n For destination leaders, this is an important signal. Tourism competitiveness is not static. Countries can strengthen their position by improving infrastructure, connectivity, visitor experiences and the wider environment in which tourism develops.<\/p>\n\n\n\n The TTDI 2026 is structured around 17 pillars that provide a broader picture of the strengths and weaknesses shaping tourism development.<\/p>\n\n\n\n Between 2024 and 2026, 14 of these 17 pillars improved globally. Cultural resources recorded the strongest improvement, rising by 9.6%, with more than 95% of economies improving their scores. Tourism infrastructure and air connectivity also made notable progress.<\/p>\n\n\n\n Bloom Consulting\u2019s data shows that this growth in cultural resources is also being reflected in online interest. Cultural and entertainment tourism Digital Demand increased by around 15% between 2024 and 2026. The indicator measures searches related to gastronomy, heritage sites, museums, festivals, local traditions and performing arts.<\/p>\n\n\n\n The natural resources pillar rose by 4.1%, with 96% of Countries improving their scores. The growing interest in nature-based travel is particularly relevant for emerging and developing economies, many of which possess significant natural assets and opportunities to expand tourism beyond established urban destinations.<\/p>\n\n\n\n However, Bloom Consulting\u2019s D2 Digital Demand\u00a9 data also reveals an important gap between the natural assets a Country has and the demand those assets generate. Figure 4 of TTDI compares nature tourism Digital Demand with the number of terrestrial and freshwater ecoregions. Advance economies often attract higher levels of nature-related searches despite having fewer ecoregions than many emerging and developing economies.<\/p>\n\n\n\n The finding is straightforward: having natural and cultural assets does not guarantee visitor interest. Turning those assets into tourism value also depends on visibility, connectivity, visitor services, infrastructure and the realities that visitors encounter.<\/p>\n\n\n\n One of the TTDI 2026 findings most closely connected with Bloom Consulting\u2019s expertise concerns the Country Brand Strategy Rating indicator. While the overall Prioritization of T&T pillar improved by 1.7% between 2024 and 2026, it remains below 2019 levels. Much of its long-term decline is driven by Country Brand Strategy indicator, which remains below its 2019 level despite improving by 1% since 2024.<\/p>\n\n\n\n The indicator measures how closely national tourism promotion aligns with traveller search behaviour. According to Bloom Consulting data included in the report, the change partly reflects a wider shift in how people discover destinations online, particularly through the growing role of AI-driven search<\/a> and recommendation systems. The results therefore do not necessarily indicate weaker tourism promotion. Instead, they may reflect a period of adjustment as tourism organisations adapt their content and branding strategies to a rapidly changing digital environment. Being visible when people actively search for a destination remains important, but the way that discovery happens is changing.<\/p>\n\n\n\n The TTDI 2026 demonstrates that the global tourism landscape continues to evolve.<\/p>\n\n\n\n Established destinations remain strong, but emerging destinations are progressing rapidly. Culture and Natural assets are becoming increasingly important, while infrastructure, connectivity, sustainability and resilience remain fundamental to long-term tourism development.<\/p>\n\n\n\n At the same time, Bloom Consulting data in the TTDI adds an important qualification: assets alone do not create demand. The gap between what a destination has and what people actually search for is becoming increasingly relevant, particularly as AI changes how destinations are discovered online.<\/p>\n\n\n\n For Countries, Regions and Cities, the question is therefore not simply how many people are travelling, but what is driving their interest, how that demand is changing and how destinations can transform it into sustainable economic impact.<\/p>\n\n\n\n Through its continued data partnership with the World Economic Forum and Jose Filipe Torres\u2019 participation in the Beyond Tourism Insights Council, Bloom Consulting continues to contribute its expertise and data to this global conversation.<\/p>\n\n\n\n![\"\"](\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2026\/09\/Top-ten-10-in-WEF-Tourism-and-Travel-Development-Index-2026-896x1024.png\")
<\/figure>\n\n\n\nCulture and natural assets matter more than ever<\/strong><\/h3>\n\n\n\n
![\"\"](\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2026\/09\/Pillars-of-WEF-TTDI-1-1024x527.jpg\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2026\/09\/Natural-assets-pillar-by-Bloom-Consulting-TTDI-2026-1024x605.png\")
<\/figure>\n\n\n\nCountry Brand Strategy \u2013 CBS rating\u00a9 and the effect of emerging Ai tools<\/strong><\/h3>\n\n\n\n
Looking beyond the ranking<\/strong><\/h2>\n\n\n\n