Japan is once again the world's top country for travel and tourism. It ranks first among 110 economies in a new index from the World Economic Forum. The United States, Spain, Australia, and France follow. Japan was also first in 2021 but fell to third place in 2024. The index was released on September 25.
The report praised Japan's cultural resources and improved transport. It also noted efforts to encourage visitors to explore places beyond the major tourism centers. This matters because the country is dealing with rising visitor numbers and worries about overtourism. Around the world, destinations now try to manage crowds, not just attract more people. Asia-Pacific improved faster than any other region. Seven of the ten most improved economies are in Southeast and South Asia, including Laos, Malaysia, and Thailand.