Published on
September 30, 2025
US, UK, Germany, Italy, France, Spain, China, Japan, and Saudi Arabia are driving the future of global travel and tourism, shaping it into one of the world’s most powerful economic sectors. These countries are not only top destinations but also major contributors to GDP and employment, with a combination of robust domestic markets, thriving international arrivals, and strategic investments in infrastructure, hospitality, and cultural experiences. Their leadership ensures that the sector continues to recover from past disruptions while generating millions of jobs, attracting record investment, and fueling economic growth worldwide. By blending innovation, heritage, and sustainability, these nations are setting the pace for a resilient and expanding travel and tourism industry that impacts economies on every continent.
Rome recently hosted the 25th Global Summit of the World Travel & Tourism Council (WTTC), unveiling its latest research on the global travel and tourism sector. The report highlights the industry’s ongoing recovery, its growing economic significance, and its pivotal role in employment, investment, and international connectivity.
Europe remains a dominant force in global tourism, with five of the world’s top ten travel markets by GDP situated across the continent. Italy’s role as host of the summit and its position in the G7 reflect the nation’s increasing influence in global tourism. In 2024, Italy’s travel and tourism sector contributed USD 248.3 billion, driven by strong international arrivals, domestic spending, and a dynamic meetings and events sector. Germany, the third largest market, added USD 525 billion, while the UK recorded USD 367 billion despite a drop in international visitor spending. France and Spain contributed USD 289 billion and USD 270 billion respectively, showing Europe’s ability to combine cultural heritage with modern innovation and sustainable tourism practices.
Globally, the sector is demonstrating strong momentum. The United States remains the largest market, contributing USD 2.6 trillion to GDP in 2024, largely fueled by domestic travel, although international visitor spending is projected to decline by USD 12.5 billion in 2025. China, the second largest market, contributed USD 1.64 trillion in 2024 and is forecast to grow by 22.7 per cent this year, signaling a rapid rebound. Japan, ranking fifth worldwide, is expected to increase from USD 310.5 billion to nearly USD 325 billion, highlighting the industry’s recovery across key international markets.
The Middle East continues to expand as a global tourism hub. Saudi Arabia, in particular, has attracted significant attention with record inbound spending and major infrastructure projects including airports, cruise ports, and hospitality facilities. These investments position the region as a growing international destination for both leisure and business travelers.
The sector’s impact on employment remains substantial. Travel and tourism supported 357 million jobs in 2024, with projections rising to 371 million in 2025. By 2035, one in eight jobs worldwide is expected to be linked to the industry, with the Asia-Pacific region driving much of this growth. It is anticipated that one in three new global jobs will be generated by travel and tourism, reflecting its critical role in shaping future labor markets.
Investment in the sector remains robust. Globally, USD 1 trillion was invested in travel and tourism in 2024, led by the United States, China, Saudi Arabia, and France. Italy alone attracted EUR 11.4 billion, reinforcing its position as a leading European tourism destination. This strong investment climate signals investor confidence in the industry’s long-term growth potential, even amidst uncertainties like trade tensions and geopolitical challenges.
Travel and tourism’s total contribution to global GDP is expected to grow 6.7 per cent in 2025, outpacing the broader global economy’s anticipated growth of 2.5 per cent. The sector is projected to generate USD 11.7 trillion globally, accounting for 10.3 per cent of total economic activity, and is expected to create an additional 14.4 million jobs, increasing its share of global employment to 10.9 per cent.
A major milestone for 2025 will be the full recovery of international visitor spending, forecast to rise 8.6 per cent above 2019 levels, reaching nearly USD 2.1 trillion. Domestic visitor spending is projected to climb 13.6 per cent above pre-pandemic figures, amounting to USD 5.6 trillion. Annual growth is expected at 10 per cent for international spending and 5.1 per cent for domestic travel, reflecting a robust rebound in both segments.
Looking further ahead, the sector is projected to support 448 million jobs worldwide by 2035. Asia-Pacific is expected to be the primary driver of employment growth, ensuring that one in three new global jobs will be linked to travel and tourism. The sector’s ability to generate economic opportunities, drive sustainable development, and foster global connections underscores its strategic importance in the coming decades.
US, UK, Germany, Italy, France, Spain, China, Japan, and Saudi Arabia are shaping global travel and tourism, driving economic growth and supporting millions of jobs worldwide.
Overall, the WTTC’s findings depict a travel and tourism industry that has not only recovered from the challenges of the past years but is also positioned for unprecedented growth. Europe, the US, China, and emerging markets in the Middle East and Asia are spearheading this resurgence, highlighting the sector’s ability to drive economic prosperity, create millions of jobs, and strengthen global connectivity in an increasingly complex world.
