Global Travel and Tourism surges as WTTC Global Summit opens in Rome

International

Europe leads global recovery with five of the world’s top 10 markets by GDP

The World Travel & Tourism Council (WTTC) today opened its 25th Global Summit in Rome, unveiling its latest report that confirms Europe’s central role in global tourism. Five of the world’s top 10 Travel & Tourism markets by GDP are in Europe, underscoring the region’s continued leadership.

Europe at the forefront

Italy, hosting the Global Summit for the first time since the pandemic, highlighted its leadership role as both a G7 nation and home to the first-ever G7 Tourism Ministers’ Meeting last year. In 2024, Italy’s Travel & Tourism sector contributed $248.3BN to the economy, driven by strong international spending and a thriving meetings and events industry.

· Germany ranked as the world’s third most powerful market, generating $525BN.

· The UK added $367BN, despite a drop of £2.2BN in international spending.

· France, the world’s most visited destination, delivered over $289BN.

· Spain, the second most visited, contributed $270BN.

Global growth story

WTTC Interim CEO Gloria Guevara said:

“These results tell a story of strength and opportunity. The U.S. remains the world’s largest market, China is surging back, Europe is powering ahead, and destinations across the Middle East, Asia, and Africa are delivering record growth. We forecast a record $2.1TN contribution in 2025 – surpassing the 2019 peak by $164BN.”

· U.S.: $2.6TN in 2024, but forecast to see weaker international spend in 2025.

· China: $1.64TN in 2024, forecast to grow 22.7% in 2025, adding $260BN.

· Japan: $310.5BN in 2024, forecast to reach nearly $325BN this year.

Travel & Tourism is now growing faster than the consumer goods sector, showing the global shift toward valuing experiences over material goods.

Middle East momentum

The Middle East remains one of the fastest-growing regions. Saudi Arabia continues to stand out with surging visitor spend and record infrastructure investment in airports, cruise terminals, and hospitality.

Jobs and long-term outlook

The sector supported 357MN jobs in 2024 and is forecast to reach 371MN in 2025. By 2035, one in eight jobs worldwide will be supported by Travel & Tourism, with the Asia-Pacific region driving the majority of new positions.

Global investment surpassed $1TN in 2024, rising nearly 10% year-on-year. Italy attracted €11.4BN, reinforcing its reputation as one of Europe’s most attractive destinations for sustainable tourism development.

Host partners

The 25th WTTC Global Summit is hosted with the Italian Ministry of Tourism, ENIT, the Municipality of Rome, and the Lazio Region, alongside partners including Antonio Lefebvre d’Ovidio Philanthropy, Arsenale Spa, Chase Travel (JPMC), Giacomo Milano, MMGY, MSC Group, Terme di Saturnia, and Trip.com Group.