Europe remains the “heart” of global tourism, according to a new report presented by the World Travel & Tourism Council (WTTC) at its 25th World Congress, taking place in Rome. Five of the ten strongest Tourism and Travel markets in the world, based on their contribution to GDP, are located on the European continent.
The return of the event to Europe for the first time since the pandemic underlines the region’s long-standing primacy. Italy, host of the Congress and member of the G7, is emerging as a leading force, after hosting the first G7 Tourism Ministers’ meeting last year.
According to the data, Italy’s Travel & Tourism sector contributed $248.3 billion to the economy in 2024, driven by international arrivals and a strong meetings and events sector. Germany, the world’s third-largest market, recorded $525 billion, while the UK, despite losing £2.2 billion in international visitor spending, added $367 billion to its GDP. France maintained its lead as the world’s most popular destination, with revenues of $289 billion, and Spain, the second most visited country in the world, recorded $270 billion.
Gloria Guevara, interim CEO of WTTC, said:
“These figures tell a story of strength and promise. The US remains the largest market, China is making a strong comeback, Europe is leading the way, and destinations in the Middle East, Asia and Africa are recording record growth.”
She predicted that in 2025 the global sector will contribute $2.1 trillion to the economy, surpassing the previous record high of 2019 by $164 billion.
The world’s strongest markets
US: $2.6 trillion in 2024, with the domestic market dominating, but concerns about a slowdown in international arrivals.
China: $1.64 trillion in 2024, with a forecast of explosive growth of 22.7% in 2025 (+260 billion dollars).
Japan: $310.5 billion in 2024, rising to $325 billion in 2025.
WTTC highlights that the sector is growing faster than consumer goods, with more and more travelers prioritizing experiences over material goods.
Rapid growth in the Middle East
Saudi Arabia stands out as an emerging tourism superpower, with explosive growth in visitor spending and record investment in infrastructure – from airports to cutting-edge hospitality projects.
Employment and investment prospects
In 2024, the sector supported 357 million jobs, a number expected to increase to 371 million in 2025. By 2035, it is estimated that one in eight jobs worldwide will be tourism-related.
Investment in the sector has exceeded $1 trillion. dollars in 2024, with the US, China, Saudi Arabia and France accounting for more than half. Italy attracted €11.4 billion, reinforcing its reputation as a hub for sustainable and innovative tourism development.
The WTTC Global Summit in Rome is held in collaboration with the Italian Ministry of Tourism, the Italian National Tourist Board, the Municipality of Rome and the Lazio Region, with the support of international partners such as Chase Travel, Trip.com Group, MSC Group and Arsenale Spa.
