Short answer — the best long‑haul airlines for tourists depend on what you value most (comfort, price, entertainment, or network). Below are top picks by category with why they’re popular and recent industry recognition you can use when deciding.

Top overall (best all-round long‑haul carriers)

• Qatar Airways — consistently top-rated for service, comfort and long‑haul connectivity. (worldairlineawards.com)
• Singapore Airlines — famous for cabin service, new long‑haul cabins and a great onboard product. (worldairlineawards.com)
• Emirates — huge network, award‑winning in‑flight entertainment and a strong premium product (and growing premium‑economy). (emirates.com)

Best economy / best value for coach travellers

• Cathay Pacific — judged one of the world’s best economy‑class products (good seat comfort, IFE and service). Good option for Asia routes. (worldairlineawards.com)
• For budget long‑haul (no‑frills): Scoot (and a few other long‑haul LCCs) have won awards for long‑haul low‑cost service — good if price is the priority. (worldairlineawards.com)

Best premium‑economy (big comfort upgrade for tourists who can’t justify business)

• Virgin Atlantic, Japan Airlines and Emirates all rank extremely highly for premium economy products and catering; JAL and Virgin are often singled out for seat comfort and service. If you want more legroom and a much better recline for a modest premium, target these carriers. (worldairlineawards.com, aerotime.aero)

Best for in‑flight entertainment and family travel

• Emirates — industry‑leading ICE system (huge library, many kids’ channels); a top pick for keeping families entertained on very long sectors. (emirates.com, airlineratings.com)

Best U.S.-based carriers for long haul (if you prefer flying from the U.S. on U.S. airlines)

• Delta and United are generally the strongest U.S. long‑haul options (Delta especially rated highly in recent U.S. airline rankings and for reliability/premium economy). Consider Hawaiian for Pacific routes to/from Hawaii. (prnewswire.com, thepointsguy.com)

Quick practical tips for tourists booking long‑haul

• Consider premium economy on long daytime/night flights — it’s often the best comfort/value upgrade.
• Check the aircraft type (A350/787/A380 vs older 777/330) — newer widebodies usually have better cabins, Wi‑Fi and pressurization.
• Use seat maps (SeatGuru) to avoid awkward seats (tiny windows, limited recline) and to choose bulkhead/exit rows if allowed.
• For families: prioritize airlines with good kids’ IFE, bassinets and flexible meal/seat‑selection policies. Emirates and some Asian carriers tend to excel here.
• Compare total price (baggage, seat fees, change/cancellation rules) not just headline fare.

Sources and awards referenced

• Skytrax World Airline Awards (2024–2025 results: Qatar, Singapore, Cathay, etc.). (worldairlineawards.com)
• Skytrax / industry coverage of premium‑economy winners (Virgin Atlantic, Japan Airlines, Emirates). (worldairlineawards.com, aerotime.aero)
• Emirates press and industry coverage for Best In‑Flight Entertainment / premium‑economy recognition. (emirates.com)
• The Points Guy / U.S. airline rankings for recent U.S. carrier performance (Delta, United). (prnewswire.com, thepointsguy.com)

If you want, I can convert this into a short shortlist for a particular route (e.g., New York → Singapore, Los Angeles → London, or LAX → Sydney) and compare fares, aircraft and seat maps for the next available dates.