Thailand climbs ten places to 38th in the World Economic Forum's 2026 tourism index

The World Economic Forum published the 10th edition of its Travel & Tourism Development Index on 25 September 2026 at Beyond Tourism Day in Geneva. Thailand rose ten places from the 2024 edition to 38th among 110 economies, according to Nation Thailand's report on the results.

Thailand's score increased 5.6% to 4.35, which makes it the sixth-fastest improver in the ranking. At the top, Japan leads with 5.27 points, followed by the United States at 5.23 and Spain at 5.22. The WEF lists Australia and France next.

Inside ASEAN, Thailand placed fourth, behind Singapore, Indonesia and Malaysia and ahead of Vietnam, the Philippines and Laos. Nation Thailand notes that Albania, Vietnam, Laos, Qatar and Malaysia posted the biggest gains worldwide, with Vietnam at 6.3% and Malaysia at 5.8%. The competition for travellers in the region is real, and it is moving fast.

The wider picture is mostly positive. According to the WEF, 92% of the 110 economies improved their scores between 2024 and 2026, with the average up 2.1%, the fastest pace since 2019. The report also flags problems: travel affordability declined in three of four economies, tourism investment lagged demand, labour shortages threatened growth, and benefits for local communities weakened. Ramya Krishnaswamy, the WEF's head of experience economy and cities, framed the next chapter as creating greater value by investing in people, infrastructure and public-private cooperation, rather than only attracting more visitors.

For a traveller, an index like this can feel abstract. It becomes concrete in small things: how easy it is to book a room, find a clear price, reach a temple town or move between islands. A better ranking suggests that the basics are improving, while the affordability finding is a reminder that visitors will keep comparing total costs before they commit to a trip.

Getting around is a good example. Many visitors leave the main hubs and rely on a rented scooter, motorbike or car for the days that matter most. Before booking, it helps to compare the full picture: the daily rate, the deposit, what insurance covers, and what licence the rental requires. Prices that look low at first can change at the counter.

This is where Balm Rentals fits into the story. The marketplace shows the price, deposit and rental conditions before a traveller pays anything, works in the visitor's own language, and lists vetted, legally operating rental partners in one place. The iOS and Android apps keep the booking and the terms together, so there are fewer surprises on arrival.

Balm does not replace the local rental shops that know their roads and customers. It gives them a channel to reach visitors who do not speak Thai, and it gives those visitors a clearer way to choose. If Thailand wants to turn rising rankings into higher value per visit, as the WEF suggests, transparent services at every step of the trip are one practical way to do it.