Switzerland ranks ninth in global tourism development index

Switzerland placed ninth out of 110 economies in the World Economic Forum's new Travel and Tourism Development Index, giving the country a strong position in the global competition for sustainable tourism investment and visitors. The ranking was published on September 25, 2026, by the WEF and Zurich Insurance Group.

Switzerland scored 4.97 points, behind Japan, the United States, Spain, Australia, France, Germany, China and the United Kingdom. Japan took first place with 5.27 points, followed by the United States with 5.23 and Spain with 5.22.

The result measures the foundations of a tourism economy. It considers whether a country can support competitive businesses, manage pressure on destinations and withstand disruptions. Visitor numbers alone do not determine the outcome.

That distinction matters for Switzerland. Alpine resorts, lake cities and rail routes give the country a powerful tourism platform, while its institutions, infrastructure and international connectivity help sustain the sector. The ranking also arrives as officials and communities continue to grapple with congestion at major attractions, including Lucerne and other heavily visited destinations.

Japan's 5.27 point score set the benchmark, only 0.30 points above Switzerland. The leading country benefited from its cultural appeal, cities and railways, according to the report. Japan has also reduced barriers for international travellers and encouraged tourism beyond its best known urban centres and peak periods.

Those policies help spread demand and reduce overcrowding in individual locations. They offer a useful comparison for Switzerland, where popular sites can fill rapidly during summer, winter sports seasons and holiday weekends. A high ranking on tourism conditions does not remove the practical challenge of managing concentrated demand.

The index found that tourism conditions improved in almost every country between 2024 and 2026. Albania recorded the biggest advance, rising ten places to 53rd. Laos and Vietnam also made significant gains, pointing to a broader shift in tourism capacity across South-East Asia and other emerging markets.

For Swiss destinations, the international results raise the value of coordinated planning. Better links between cities and rural regions, wider seasonal offers and investment in transport can help distribute visitors. The index rewards the conditions that make those changes possible, while local authorities still have to deliver them on the ground.

Resilience now shapes how destinations are judged, according to Cara Morten, Head of Global Businesses and Operations at Zurich. She said a destination's appeal increasingly depends on its ability to keep functioning when flights are cancelled, heatwaves strike or essential systems fail.

That standard reaches beyond hotels and ski lifts. It covers transport networks, digital services, energy supply, emergency planning and the workforce needed to operate the visitor economy. Switzerland's dense rail system and established public institutions provide advantages, yet each region faces different pressures.

Mountain areas must prepare for changing snow conditions and extreme weather. Cities must manage crowding, housing pressure and public transport loads. Lakeside and historic destinations must protect infrastructure while accommodating large visitor flows. These demands make sustainability a practical management task, rather than a branding exercise.

A recent report cited by Swissinfo said Switzerland's main tourist sites remained overcrowded despite state subsidies for efforts to ease congestion. The finding highlights the gap between national capacity and local experience. Switzerland's ninth place signals strong foundations, while the pressure in Lucerne and other hotspots shows where those foundations need further work.

Tourism generated $11.6 trillion worldwide in 2025, equivalent to about CHF 9.6 trillion, and supported around 366 million jobs, according to figures cited in the report. Switzerland's position in the index therefore sits within a sector that carries major economic weight and faces mounting demands for skilled staff.

The World Travel and Tourism Council estimates that the global industry could face a 43 million worker shortfall by 2035. Swiss hotels, restaurants, mountain railways and travel companies already compete for employees across seasonal and international labour markets. Workforce availability will affect whether the country's strong infrastructure can operate at full capacity.

The next phase of Swiss tourism policy will require more than attracting additional visitors. Operators and public authorities will need to improve productivity, support training and make jobs viable across the year. Expanding travel beyond a small number of famous locations could also distribute revenue and reduce pressure on the most crowded sites.

Switzerland's ninth-place result gives its tourism sector a credible starting point. The ranking will matter most if it encourages practical improvements in regional transport, workforce planning, climate adaptation and visitor management before the next assessment.