Europe continues to serve as the driving force behind international tourism, while the U.S. holds the position as the "most influential travel and tourism market,” according to a report unveiled at World Travel & Tourism Council’s (WTTC) 25th Global Summit in Rome.
During the summit, which is being held in Rome, Manfredi Lefebvre, executive chairman of Heritage Group and executive chairman of Abercrombie & Kent Travel Group, was named WTTC’s new chair.
“As Italy hosts this year’s Global Summit, its role as a G7 leader showcases the importance of tourism in driving economies, creating jobs, and shaping our shared future,” WTTC said.
“Italy’s travel and sector reached $248.3 billion last year, underpinned by strong international visitor spend and a booming meetings and events industry,” the report found.
“France, the world’s most visited destination, contributed $289 billion from travel and tourism in 2024, while Spain, the second-most visited country in the world, added $270 billion,” the report said.
For its part, the US contributed $2.6 trillion to the gross domestic product last year, “with its domestic market remaining the strongest in the world, sustaining millions of jobs and underpinning sector resilience,” the study found.
“However, WTTC forecasts international visitor spending in the U.S. will fall by $12.5 billion in 2025, leaving growth at just plus 0.7%” WTTC said, adding that “without destination promotion, traveler-friendly policies and reduced visa costs, it could lose its competitive edge.”
China, meanwhile, “contributed $1.64 trillion to its economy in 2024, with that figure forecasted to surge by 22.7% in 202,” while Japan “added $260 billion to its economy” the report found.
“These results tell a story of strength and opportunity,” said WTTC Interim CEO Gloria Guevara
“The U.S. remains the world’s largest Travel & Tourism market, China is surging back, Europe is powering ahead, and destinations across the Middle East, Asia, and Africa are delivering record growth.”
“This year, we are forecasting that our sector will contribute a historic $2.1 2 trillion in 2025, surpassing the previous high of $1.9 trillion in 2019, by $164 billion,” she added.
In other developments, Lefebvre is replacing outgoing chair Certares Founder Greg O’Hara. “I am immensely proud of what we have achieved together, and I know that under Manfredi’s leadership, WTTC will continue to go from strength to strength,” O’Hara said.
“His vision, passion, and proven track record make him the ideal chair to guide the Council into its next chapter,” he added.
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