Global tourism is entering a new era of strategic choices. The industry is still generating economic growth, but geopolitical instability, climate pressures, investment challenges and technological disruption are testing its long-term competitiveness. The numbers reveal a paradox. According to the World Economic Forum’s Travel & Tourism Development Index 2026, 92% of the 110 economies assessed have improved their conditions for tourism development since 2024. The World Travel & Tourism Council (WTTC) forecasts a US$12 trillion contribution to the global economy in 2026, supporting around 376 million jobs.