Home » TOURISM NEWS » Italy, Germany, France, Spain, China And More Propel Global Travel & Tourism To Unprecedented Levels At The WTTC Global Summit In Rome
Published on
September 30, 2025
Italy, Germany, France, Spain, China, and other leading nations have driven global travel and tourism to unprecedented levels, as evidenced at the WTTC Global Summit in Rome. This significant event showcased the collective efforts of these powerhouse countries in revitalizing the sector, setting new benchmarks for growth and collaboration. The summit highlighted key strategies and innovations aimed at fostering sustainable tourism, improving connectivity, and reinforcing the global travel infrastructure.
At the 25th Global Summit in Rome, the World Travel & Tourism Council (WTTC) released a report highlighting Europe’s continued dominance in the international tourism sector. The report reveals that Europe is home to five of the world’s top ten most powerful Travel & Tourism markets by GDP, underscoring the continent’s central role in the global economy.
The return of the WTTC Global Summit to Europe for the first time since the pandemic further reinforces Europe’s position as a global leader in the tourism industry. Hosting the summit this year, Italy has cemented its role as a key player in global tourism. Italy, a G7 nation, also hosted the first-ever G7 Tourism Ministers’ Meeting last year, signaling the country’s growing influence in the tourism sector.
According to the latest data, Italy’s Travel & Tourism sector contributed a remarkable $248.3 billion to its GDP in 2024. This growth was fueled by strong international visitor spending, as well as a booming meetings and events industry. Germany, ranked as the world’s third-largest Travel & Tourism market, contributed a substantial $525 billion to its GDP in 2024.
The United Kingdom, despite losing £2.2 billion in international visitor spending last year, added $367 billion to its economy in 2024. This indicates that the UK continues to hold its ground as one of the world’s strongest and most dynamic tourism markets. Meanwhile, France, the world’s most visited destination, generated over $289 billion in revenue from Travel & Tourism in 2024. Spain, the second most visited country, contributed $270 billion to its GDP.
This widespread growth across Europe highlights the continent’s ability to blend its rich cultural heritage with modern innovation. Europe’s tourism industry is evolving, adapting to the changing demands of global travelers while maintaining its competitive edge and commitment to sustainable development. The region’s sustained leadership in tourism is a testament to its resilience and ability to stay ahead of global trends.
WTTC’s Interim CEO emphasized the strength and opportunity within the sector, noting that the U.S. remains the largest global Travel & Tourism market, while China is on a rapid recovery trajectory. Europe, as a whole, continues to move forward, with destinations across the Middle East, Asia, and Africa achieving record growth. According to WTTC, global tourism is expected to contribute a historic $2.1 trillion in 2025, surpassing the previous high of $1.9 trillion in 2019 by $164 billion.
The U.S. remains the dominant force in Travel & Tourism, contributing $2.6 trillion to its GDP in 2024. The U.S. domestic market is the strongest worldwide, supporting millions of jobs and helping the sector maintain its resilience. However, WTTC forecasts a slight decline of $12.5 billion in international visitor spending in 2025, a growth rate of just 0.7%. The report warns that without destination promotion, traveler-friendly policies, and lower visa costs, the U.S. risks losing its competitive edge in the global tourism market.
China, the world’s second-largest Travel & Tourism market, saw a contribution of $1.64 trillion in 2024. WTTC predicts that China’s Travel & Tourism sector will grow by 22.7% in 2025, adding an impressive $260 billion to its economy. This growth highlights China’s rapid recovery and its pivotal role in shaping global travel trends. Japan, the fifth-largest market, contributed $310.5 billion to its GDP in 2024 and is projected to add $13.8 billion in 2025, further solidifying its position as a key player in the global tourism landscape.
The report also notes that the Travel & Tourism sector is now growing faster than the consumer goods industry. This shift in consumer priorities—towards experiences over material goods—indicates the increasing value people place on travel and adventure. The sector’s growth, according to the Economic Impact Research Trends report, reflects its growing importance as a cornerstone of the global economy.
In the Middle East, the region remains one of the fastest-growing in Travel & Tourism. Saudi Arabia continues to stand out as a global powerhouse in the sector, with inbound visitor spending surging and massive investments in infrastructure. The region is experiencing a boom in airport expansions, cruise terminals, and luxury hotel developments, signaling long-term confidence in its ambition to become a leading global tourism hub.
Globally, Travel & Tourism supported 357 million jobs in 2024, with an expected increase to 371 million jobs in 2025. By 2035, one in eight jobs worldwide will be linked to Travel & Tourism, with the Asia-Pacific region expected to account for the majority of new job growth. The sector is projected to create 91 million new jobs by 2035, contributing to one-third of all new jobs globally.
Confidence in the Travel & Tourism sector remains strong, with global investment in the industry surpassing $1 trillion in 2024, an increase of 9.9% from the previous year. The U.S., China, Saudi Arabia, and France accounted for more than half of this investment. Italy also attracted €11.4 billion in 2024, reinforcing its position as one of Europe’s most attractive destinations for sustainable and innovative tourism development.
Italy, Germany, France, Spain, China, and other key nations have propelled global travel and tourism to new heights at the WTTC Global Summit in Rome, showcasing their collaborative efforts in driving sustainable growth and innovation across the sector.
The WTTC Global Summit is hosted in partnership with various governmental and tourism organizations. These partnerships emphasize the growing recognition of tourism’s crucial role in economic development, job creation, and the global economy’s long-term stability.
