Global tourism surges as Europe dominates top ten
The World Travel & Tourism Council (WTTC) revealed that Europe remains the beating heart of international tourism, with five of the world’s top 10 most powerful Travel & Tourism markets by GDP.
The WTTC launched its latest report on global travel and tourism at its 25th Global Summit in Rome as it marked the return of the WTTC Global Summit to Europe, for the first time since the pandemic and reflecting the region’s enduring global leadership.
Italy’s position as a G7 nation and as host of this year’s Global Summit further underlines its leadership role, building on hosting last year’s first-ever G7 Tourism Ministers’ Meeting.
According to the latest data, Italy’s travel and tourism sector reached $248.3 billion last year, underpinned by strong international visitor spend and a booming meetings and events industry.
Germany, the world’s third most powerful travel and tourism market, contributed $525 billion to its GDP in 2024.
Despite losing £2.2 billion international visitors spending last year, the UK added $367 billion to its economy, maintaining its position as one of the strongest and most dynamic markets worldwide.
France, the world’s most visited destination, generated over $289 billion from travel and tourism in 2024, whilst Spain, the second most visited country in the world, added $270 billion.
This broad-based growth demonstrates Europe’s ability to blend heritage with innovation, maintain global competitiveness, and lead the way in sustainable tourism development.
WTTC Interim CEO Gloria Guevara said: “These results tell a story of strength and opportunity. The U.S. remains the world’s largest Travel & Tourism market, China is surging back, Europe is powering ahead, and destinations across the Middle East, Asia, and Africa are delivering record growth. This year, we are forecasting that our sector will contribute an historic $2.1 trillion in 2025, surpassing the previous high of $1.9 trillion in 2019, by $164 billion.
Said Guevara: “As Italy hosts this year’s Global Summit, its role as a G7 leader showcases the importance of tourism in driving economies, creating jobs, and shaping our shared future.”
Around the World
The report also revealed that the U.S. remains the world’s most powerful travel and tourism market, contributing $2.6 trillion to GDP in 2024, with its domestic market remaining the strongest in the world, sustaining millions of jobs and underpinning sector resilience.
However, WTTC forecasts international visitor spending in the U.S. will fall by $12.5 billion in 2025, leaving growth at just +0.7%. WTTC has warned that without destination promotion, traveller-friendly policies, and reduced visa costs, it could lose its competitive edge.
China, the world’s second-largest travel and tourism market, contributed $1.64 trillion to its economy in 2024, and is forecast to surge by 22.7% in 2025, adding $260 billion to its economy, highlighting China’s rapid return to international prominence and its pivotal role in shaping global travel flows.
Japan, the world’s fifth largest travel and tourism economy with a $310.5 billion contribution in 2024, is forecast to add a further $13.8 billion to its GDP this year to reach almost $325 billion.
Travel and tourism is now growing faster than the consumer goods sector, showing how people increasingly value experiences over material goods.
The Middle East remains one of the fastest-growing regions in the world for travel and tourism, with Saudi Arabia continuing to stand out as a global powerhouse, with inbound visitor spend surging and infrastructure investment reaching record levels.
Across the region, capital is flowing into airports, cruise terminals, and cutting-edge hospitality projects, signalling long-term confidence in its ambition to become a global tourism hub.
According to the WTTC’s report, travel and tourism supported 357 million jobs in 2024 and is set to rise to 371 million in 2025, along with an increase in the sector’s share of global employment.
By 2035, one in eight jobs worldwide will be supported by travel and tourism, with an additional 91 million new jobs supported, the majority in the Asia-Pacific region, resulting in one in three new jobs globally supported by the sector.
Confidence in travel and tourism remains unshakable. Global investment in the sector surpassed $1 trillion in 2024, up 9.9% year-on-year, and is forecast to continue climbing in 2025.
The U.S., China, Saudi Arabia, and France together accounted for more than half a trillion dollars of that investment.
Italy attracted €11.4 billion in 2024, reinforcing its position as one of Europe’s most attractive destinations for sustainable and innovative tourism development.
