CEO Confidential

World’s 20 most desirable tourist destinations for 2017

Spain has been named the world’s friendliest country for tourists, France came in 2nd place, followed by Germany, Japan, and the U.K., according to a new study by the World Economic Forum, which looked at 136 countries in all.


If a nation is a brand, it looks like the U.S. has quite a bit to improve, it now ranks as the sixth most desirable tourist destination, falling 2 spots.

Rounding out the top 10 destinations are Australia, Italy, Canada and Switzerland.

Hong Kong came in 11th place and was followed by Austria, Singapore, Portugal, China, New Zealand, Netherlands, Norway, South Korea, and Sweden, which rounded out the top 20.

Europe dominated the rankings, with six countries placing in the top 10, attracted 620 million in 2016, making it the world’s largest tourism market followed by Asia Pacific.

As a region, Asia showed the most improvement in tourism-friendliness, Japan rose 5 slots to overtake the U.S., China rose 2 slots, and India rose 12 slots.

World’s 20 most desirable tourist destinations for 2017

  1. Spain

  2. France

  3. Germany

  4. Japan

  5. United Kingdom

  6. United States
  7. Australia

  8. Italy
  9. Canada
  10. Switzerland

  11. Hong Kong

  12. Austria
  13. Singapore
  14. Portugal
  15. China

  16. New Zealand
  17. Netherlands
  18. Norway
  19. South Korea
  20. Sweden

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Dr. Amarendra Bhushan Dhiraj
Dr. Amarendra Bhushan Dhiraj is the CEO and editorial director at CEOWORLD magazine, the leading global business magazine written strictly for CEOs, CFOs, top managers, company directors, investors, senior executives, business leaders, and high net worth individuals.
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