Switzerland has been ranked 9th in the newly launched Travel & Tourism Development Index (TTDI) by the World Economic Forum (WEF) and the Zurich Insurance Group. The country scored 4.97 points out of a possible 5.27, placing it ahead of Australia, France, Germany, China, and the United Kingdom. Japan topped the ranking with 5.27 points, followed by the USA (5.23) and Spain (5.22).
The TTDI measures the conditions for sustainable and resilient tourism development, not the popularity of a country among tourists. It evaluates factors such as infrastructure, safety, accessibility, and environmental sustainability.
Japan's top position is attributed to its culture, cities, and efficient public transportation. The country has also reduced barriers for international travelers and attracts tourists beyond popular cities and peak seasons, reducing overcrowding at specific locations.
According to the study, tourism conditions in most countries improved between 2024 and 2026. Albania saw the largest increase, moving up 10 places to rank 53rd. Other countries, such as Laos and Vietnam, also showed significant improvements.
Cara Morten, Global Businesses and Operations leader at Zurich, emphasized that the ability to withstand unexpected disruptions, such as flight cancellations, heatwaves, or system failures, is becoming increasingly important for the attractiveness of a travel destination.
The tourism sector remains a significant economic factor globally. According to UN data, travel and tourism contributed $11.6 trillion to the global economy in 2025. The World Travel & Tourism Council (WTTC) estimates that the sector employs around 366 million people and could face a shortage of 43 million workers by 2035.
