Albania named fastest improver in World Economic Forum tourism ranking

Albania is the country improving fastest in the World Economic Forum's latest Travel & Tourism Development Index (TTDI), the 2026 edition of which has just been published. The Balkan nation's score has risen by 7% over the past two years, and the index credits better air transport infrastructure and tourist services alongside its appeal as a more affordable alternative to neighbouring destinations.

Key facts

• Albania ranks first among the fastest-improving countries in the 2026 TTDI
• Its score increased by 7% over the past two years
• Japan tops the overall index, with the United States in second place
• The top ten countries are unchanged since the previous TTDI in 2024
• The index measures factors including hotel rates, visa policies, public transit efficiency, UNESCO heritage sites and geographic tourism spread

What did the World Economic Forum say about Albania?

The World Economic Forum said Albania has made improvements in air transport infrastructure and tourist services. It also "benefitted from offering visitors a more affordable alternative to neighboring destinations while still providing a compelling tourism experience."

Albania tops the list of fastest improvers, followed by Vietnam, Laos, Qatar, Malaysia, Thailand, the Philippines, Morocco, Nepal and Sri Lanka.

What does the index measure?

The Travel & Tourism Development Index measures sustainable tourism growth across core pillars including safety, price competitiveness and air infrastructure. Specific metrics evaluated include hotel rates, visa policies, public transit efficiency, UNESCO heritage sites and geographic tourism spread.

Ramya Krishnaswamy, head of experience economy and cities at the World Economic Forum, said the enabling conditions for travel and tourism are at their strongest since the pandemic, with 92% of economies improving since 2024. She said the next chapter is about creating greater value by investing in people, infrastructure and public-private collaboration so tourism delivers lasting benefits for communities, businesses and destinations.

Which countries lead the overall ranking?

Japan took first place, ascending three spots to dethrone the United States, which moved into second. Spain, Australia, France, Germany, the United Kingdom, China, Switzerland and Italy complete the top ten, in that order. The top ten countries have not changed since the previous index in 2024, though the order has shifted: Australia moved from sixth to fourth, while China stayed at number eight but outpaced the global average growth rate.

What this means for travellers

The index is designed for public and private sector decision-makers and aims to pinpoint policies that foster sustainable tourism growth, crisis resilience and national development. For travellers, its findings point to Albania as a destination where tourism conditions are improving quickly and prices are described as more affordable than in neighbouring countries.

The World Economic Forum said global travel is at record levels despite shaky economies, geopolitical unrest and environmental concerns. The report registered 1.5 million tourist arrivals globally in 2025, and roughly 307 million people travelled internationally in the first quarter of 2026 alone.