Thailand rises 10 places to 38th in WEF’s 2026 tourism index

Thailand has climbed 10 places from 2024 to rank 38th out of 110 economies in the World Economic Forum’s (WEF) 2026 Travel & Tourism Development Index (TTDI). The improvement comes as several Southeast Asian competitors record even faster increases in their scores. 

Thailand’s overall score rose 5.6% to 4.35, making it the sixth-fastest improver in the index. Albania recorded the largest percentage increase at 7.0%, followed by Vietnam at 6.3%, Laos at 6.1%, Qatar at 6.0% and Malaysia at 5.8%. 

Thailand ranks fourth in ASEAN as neighbours advance

Thailand placed fourth among members of the Association of Southeast Asian Nations (ASEAN) included in the index, behind Singapore, Indonesia and Malaysia but ahead of Vietnam, the Philippines and Laos. Malaysia climbed 13 places from 2024, exceeding Thailand’s 10-place rise. 

Thailand’s 2026 score was 0.15 points below Malaysia’s and 0.21 points below Indonesia’s. Although Thailand improved, the larger percentage gains recorded by Malaysia, Vietnam and Laos show that neighbouring destinations are also strengthening the conditions supporting their tourism industries. 

The contrasting pace of improvement adds to the picture of regional tourism competition, with Thailand’s progress taking place alongside advances in other markets rather than in isolation. 

Cambodia, Myanmar and Brunei were not included in the 2026 rankings, preventing direct comparisons with Thailand.

Asia-Pacific has seven of the top 10 tourism index improvers

Asia-Pacific accounted for seven of the 10 economies with the fastest-growing TTDI scores, according to WEF. Five Southeast Asian countries made that group: Vietnam, Laos, Malaysia, Thailand and the Philippines, reflecting a recovery extending across the region.

WEF also placed Thailand among the large emerging tourism economies whose overall scores have been improving more rapidly than those of the world’s top 20 performers. The findings point to opportunities for developing economies to gain international tourism market share through effective infrastructure investment, better services and sound resource management. 

Southeast Asia’s tourism resources provided an important contribution to the regional improvement. Its cultural resources score increased by 26.5% from 2024, the largest rise of any region, while its natural resources score grew by 9.1%. Both figures apply to Southeast Asia as a whole, not Thailand individually. 

The regional trend is relevant to Thailand’s varied tourism offering, which includes natural attractions, food, culture, traditions and major tourism cities. WEF also highlighted expanding tourism infrastructure and services, alongside stronger air connectivity, as important elements of the region’s recovery. 

Thailand’s tourism score remains below global leaders

Despite Thailand’s improvement, its score of 4.35 remained below those of the leading economies. Japan topped the 2026 index with 5.27 points, followed by the United States with 5.23 and Spain with 5.22. zurich.com

Ramya Krishnaswamy, WEF’s head of experience economy and cities, said the latest index showed that conditions supporting travel and tourism were stronger than at any time since the pandemic. Some 92% of the economies assessed had improved their scores since 2024. 

“The next step is not simply to attract more visitors, but to create greater value through investment in people, infrastructure and stronger public-private collaboration, so that tourism delivers sustainable benefits for communities, businesses and destinations,” Krishnaswamy said. 

Travel costs rise faster than inflation

WEF warned that improving tourism conditions were accompanied by growing affordability pressures. Between 2024 and 2026, travel became less affordable in three out of four economies as prices for tourism-related goods and services increased faster than general inflation. 

Tourism investment also failed to keep pace with rising demand, while labour shortages constrained the sector’s capacity to grow, according to the report. 

Benefits reaching local communities weakened over the same period. WEF cautioned that higher visitor numbers do not necessarily produce better livelihoods or higher-quality employment, particularly in destinations where tourism is highly seasonal. 

For Thailand, the findings suggest that the challenge extends beyond competing on low prices. Improving the quality and value of travel experiences could encourage visitors to spend more and stay longer, while preserving the country’s appeal as a value-for-money destination.