Now in its 10th edition, the index shows international tourist arrivals reaching a record 1.5 billion in 2025, with 92% of the 110 ranked economies improving their score between 2024 and 2026, the fastest pace of improvement since 2019, driven largely by gains in cultural attractions, tourism infrastructure and air connectivity. Japan tops the rankings, with Spain, France, Germany and Italy also placing in the global top 10, reinforcing Europe and Eurasia's position as the highest-performing region overall. Among EU accession countries, Albania recorded the largest overall improvement of any economy between 2024 and 2026.

Despite this strong overall picture, the report flags rising affordability pressures, with travel prices outpacing inflation and price competitiveness declining in three-quarters of ranked economies, alongside persistent investment and workforce gaps. It also notes that tourism's economic and social benefits are not spreading evenly, with visitor crowding and concentration still above pre-pandemic levels in many places, and points to recent disruptions, including aviation impacts from the Middle East conflict and heatwaves and wildfires across Europe and North America, as evidence that resilience is becoming as important to destination success as growth itself.

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