Albania has emerged as the world’s fastest-improving tourism destination, according to the World Economic Forum’s 2026 Travel and Tourism Development Index (TTDI), as reported by Euronews.

The country recorded a 7% increase in its overall score over the past two years, making it the strongest performer in the global index.

The report highlights Albania’s significant progress in air transport infrastructure and tourism services. It also credits the country with offering a more affordable alternative to neighboring destinations while maintaining the qualities that continue to attract visitors.

Although Japan secured first place in the overall TTDI rankings, Albania achieved the largest improvement of any country measured by the index.

The 2026 edition of the TTDI places Europe firmly at the top of global tourism competitiveness, with several European countries occupying most of the top ten positions.

The index evaluates the policies and conditions that support a sustainable and resilient travel and tourism sector. It measures areas including air transport infrastructure, price competitiveness, safety, visa requirements, public transport efficiency, UNESCO World Heritage sites, and how tourism is distributed across different regions.

After Japan, Spain ranked third, followed by France in fourth place, Germany sixth, the United Kingdom seventh, Switzerland ninth, and Italy tenth.

Ramya Krishnaswamy, Head of the Experience Economy, Travel and Tourism at the World Economic Forum, said the findings reflect a broad global recovery.

“The Development Index shows that the conditions enabling travel and tourism are at their strongest since the pandemic, with 92% of economies improving since 2024,” she said.

She added that the next phase should focus on creating greater long-term value rather than simply attracting more visitors.

“The next phase is about investing in people, infrastructure, and stronger public-private collaboration so that tourism delivers lasting benefits for communities, businesses, and destinations.”

The report notes that Albania has benefited from offering more competitive prices than neighbouring destinations while providing an appealing visitor experience.

The world’s fastest-improving countries in the 2026 TTDI are Albania, Vietnam, Laos, Qatar, Malaysia, Thailand, the Philippines, Morocco, Nepal, and Sri Lanka.