Thailand rose ten places to 38th of 110 economies in the World Economic Forum's Travel & Tourism Development Index 2026, published on 25 September. Its score rose 5.6 per cent to 4.35, the sixth-fastest improvement in the index. This briefing, from a Thailand DMC for travel agents, explains what the ranking measures, where Thailand's neighbours sit and how to use it with clients.
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The ranking
Japan tops the 2026 index with a score of 5.27, followed by the United States and Spain. The top ten are Japan, the United States, Spain, Australia, France, Germany, the United Kingdom, China, Switzerland and Italy. Across the index, 92 per cent of the 110 economies improved their score since the 2024 edition, and Asia-Pacific economies make up seven of the ten fastest improvers.
Within Southeast Asia, Thailand placed fourth, behind Singapore, Indonesia and Malaysia, as reported by Nation Thailand. Malaysia climbed 13 places, three more than Thailand, and Thailand's score finished 0.15 points below Malaysia's and 0.21 below Indonesia's. Cambodia, Myanmar and Brunei were not included in the 2026 rankings, so they cannot be compared.
What the index measures, and what it does not
The Travel & Tourism Development Index scores the conditions that let a country develop travel and tourism: its business environment, safety and security, health, infrastructure, openness, prices, and natural and cultural resources, among other factors. The 2026 edition compares those conditions across 110 economies.
It is not a ranking of the best places to go on holiday, and it does not measure how many people visit or how satisfied they are. A higher rank says the conditions improved. It does not say that your client's hotel or transfer will be better than last year.
One finding cuts the other way. The WEF found that travel became less affordable in three out of four economies between 2024 and 2026. That matches what agents are hearing on price across the region, and it is a reason to keep quotes transparent.
How to use it with clients
- As reassurance, carefully. A client who asks whether Thailand is "losing ground" can be told, accurately, that its score rose and its rank improved by ten places in 2026. Quote the rank and the source, not an adjective.
- Not as a comparison you cannot finish. Malaysia and Indonesia scored higher. If a client is choosing between countries, the index will not settle it; the programme and the price will.
- As context for the value argument. Thailand's own strategy is to grow value rather than volume. Our quality tourism briefing and our high season 2026/27 briefing set out what that means for your quotes this winter.
What it changes for an agent
Nothing on the ground changed on 25 September. The index describes conditions already in place, and a ranking does not open a hotel, add a flight or lower a price. What it gives you is a dated, independent figure to use when a client or a manager asks how Thailand compares.
What still decides a good trip is the ground work: the right hotel for the client, transfers that run to time and a guide who knows the area. Ask your Thailand DMC to build that into one file, from our Bangkok hotels to a Khao Sok lake stay, with our full Thailand DMC services behind it. A Thailand DMC quote with every inclusion stated is the practical answer to the affordability finding.
For market-by-market context, see our source markets page.
Frequently asked questions
Where does Thailand rank in the WEF Travel & Tourism Development Index 2026?
38th of 110 economies, up ten places. Its score rose 5.6 per cent to 4.35, the sixth-fastest improvement in the index.
Which country tops the 2026 index?
Japan, with a score of 5.27, followed by the United States and Spain. The top ten are Japan, the United States, Spain, Australia, France, Germany, the United Kingdom, China, Switzerland and Italy.
How does Thailand compare with its neighbours?
It placed fourth in Southeast Asia, behind Singapore, Indonesia and Malaysia. Cambodia, Myanmar and Brunei were not included in the 2026 rankings.
Does a higher rank mean a better holiday?
No. The index scores the conditions for developing tourism, such as infrastructure, safety, openness, prices and resources. It does not rate the holiday experience or visitor satisfaction.
Is travel to Thailand getting more expensive?
The WEF found that travel became less affordable in three out of four economies between 2024 and 2026. Keep quotes transparent and confirm current prices with your ground partner.
