International visitor spending is set to reach a record high this year, according to new forecasts from the World Travel and Tourism Council (WTTC). The international organization announced that tourism spending is expected to reach $2.1 trillion, surpassing the previous record set in 2019 by $164 billion.
The total economic contribution of global tourism is expected to reach $11.7 trillion in 2025, an amount equivalent to 10.3% of global GDP. At the same time, the number of jobs supported by the sector is expected to increase by 14 million, reaching a total of 371 million – a number that exceeds the population of the United States.
Rapid growth with sluggish economies
Although these figures show an industry in a phase of dynamic recovery and growth, the picture is not homogeneous in all markets. The WTTC points out that, while the global trend is upward, some of the world’s largest economies are showing a slowdown or even lagging behind in fundamentals.
The case of the US is typical. Despite remaining the world’s largest travel and tourism market, the country is still behind 2019 levels in terms of spending by international visitors. The WTTC identifies a delay in the return of travelers from abroad, which limits the full exploitation of the tourism potential of the American market.
Correspondingly, in China, which last year had surpassed pre-pandemic levels in international tourism receipts, forecasts for 2025 show a significant slowdown in growth. This new “braking” is attributed, among other things, to domestic economic factors and potential obstacles to international traveler flows.
Strong recovery for the industry – new opportunities and challenges
Despite the individual differences, the overall picture outlined by WTTC is positive for global tourism. The forecast for a historic record of $2.1 trillion in international tourism spending demonstrates the resilience and momentum of the industry, which is recovering rapidly after the unprecedented impact of the COVID-19 pandemic.
WTTC President and CEO, Julia Simpson, noted that 2025 is shaping up to be a defining year for travel and tourism, as it is expected not only to return to normality but also to exceed previous industry performances. At the same time, it highlighted the need for targeted policies and investments that will further strengthen the sustainability and resilience of the sector at the international level.
Priorities for governments and professionals
WTTC calls on governments to promote strategies that will facilitate international travel, such as digitizing visa procedures, strengthening infrastructure, and investing in human resources. Especially for markets that are experiencing delays in recovery, such as the US, adapting the promotion strategy and facilitating the entry of tourists is crucial.
For tourism professionals worldwide, the period we are going through is an opportunity to reposition ourselves in the markets, strengthen innovation and adopt green practices that will ensure the long-term prosperity of the sector.
As global tourism moves towards a new record, the need to adapt to the different speeds of markets becomes more urgent than ever. The picture for 2025 may be positive overall, but success at the national and local levels depends on the readiness to face the challenges and seize the opportunities of the next day.
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