The 25th Global Summit of the World Travel & Tourism Council (WTTC), themed “The Great Beauty of Travel”, returned to Europe this Monday for the first time since the pandemic. The numbers set the tone: five of the world’s ten strongest tourism markets are in Europe, collectively contributing more than $1.7 trillion to GDP.
Global Outlook: Resilient and Expanding
Worldwide, travel and tourism continue to show remarkable resilience. The United States remains the largest travel and tourism market, China is rebounding strongly, Europe is pushing ahead, and destinations across the Middle East, Asia, and Africa are achieving record growth.
Notably, the sector is now expanding faster than consumer goods, underscoring a broader shift in consumer preferences from material possessions to experiences.
For 2025, the WTTC forecasts a historic milestone: a $2.1 trillion global GDP contribution from travel and tourism — surpassing the pre-pandemic peak of $1.9 trillion in 2019 by $164 billion.
Europe’s Contribution: $1.7 Trillion from Five Major Economies
Europe’s performance highlights its ability to combine cultural heritage with innovation, maintain global competitiveness, and lead in sustainable tourism development. According to 2024 figures:
- Italy — Host of this year’s summit and G7 member, generated $248.3 billion from travel and tourism, driven by strong international spending and a thriving meetings and events industry.
- Germany — Remains the world’s third-largest tourism economy, with a sector contribution of $525 billion.
- United Kingdom — Tourism reached $367 billion, despite losing £2.2 billion in international visitor spending, maintaining its place as one of the strongest global markets.
- France — The world’s most visited destination, recorded over $289 billion from travel and tourism in 2024.
- Spain — The second-most visited country globally, contributed $270 billion.
Globally, the United States leads with a $2.6 trillion contribution, though international receipts are projected to fall by $12.5 billion in 2025, slowing growth to just +0.7%. WTTC warns that without stronger destination promotion, traveler-friendly policies, and reduced visa costs, the U.S. risks losing competitiveness.
China follows with a $1.64 trillion contribution and a forecast surge of 22.7% in 2025 (adding another $260 billion). Japan, the fifth-largest tourism economy, posted $325 billion.
The Middle East also continues to grow at record pace, with Saudi Arabia standing out as a global powerhouse — international visitor spending is rising, and infrastructure investments are hitting all-time highs.
Tourism as a Global Job Engine
The WTTC report notes that the sector supported 357 million jobs in 2024, a figure expected to rise to 371 million in 2025. By 2035, one in eight jobs worldwide will be linked to travel and tourism, with 91 million new positions expected — one-third of them in the Asia-Pacific region.
Investment Surpasses $1 Trillion
Investor confidence remains strong: global tourism investment exceeded $1 trillion in 2024, up 9.9% year-on-year, and is projected to keep rising in 2025. The U.S., China, Saudi Arabia, and France account for more than half of this total.
Italy attracted €11.4 billion, reinforcing its reputation as one of Europe’s most attractive destinations for sustainable and innovative tourism development.
The 2025 Global Summit is organized in partnership with the Italian Ministry of Tourism, ENIT (Italian National Tourist Board), the City of Rome, and the Lazio Region.
“Travel Must Be Memorable — and Sustainable”
“This year’s Global Summit reminds us that our work goes beyond economic growth. We are challenged to make travel not just memorable, but sustainable, accessible, and responsible,” said Manfredi Lefebvre, the new WTTC Chair.
He added: “This event is a declaration of our shared commitment to shaping a tourism model that balances growth with responsibility — one that continues to create opportunities and connections around the world.”
