The United States maintained its position as the world’s largest Travel & Tourism market in 2025, yet it faces challenges as international visitor numbers dropped by 5.5% compared to the previous year. According to the World Travel & Tourism Council (WTTC), international visitor spending also fell by 4.6% to $176 billion, despite a global increase of 80 million international travellers.
The US Travel & Tourism sector contributed $2.63 trillion to the global GDP and supported 20.4 million jobs in 2025, adding approximately 242,000 new positions. Domestic visitor spending remained robust at $1.54 trillion, marking a 0.3% increase year-on-year and 14.3% above pre-pandemic levels. However, the WTTC warns that the US is at a critical juncture in its tourism development.
China, the second-largest market, is rapidly advancing, with a 9.9% growth in its Travel & Tourism sector, contributing $1.75 trillion to GDP. The Asia-Pacific region, led by countries like Malaysia and the Philippines, is now the fastest-growing in the sector.
Gloria Guevara, President & CEO of WTTC, emphasised the need for the US to invest in promoting its attractiveness and changing perceptions to maintain its leadership. Jason Wynn, CEO of Chase Travel, highlighted the potential of upcoming global events to attract international visitors and foster connections.
The WTTC continues to collaborate with governments and industry leaders to ensure sustainable growth in the Travel & Tourism sector, aiming to keep it a significant driver of jobs and economic opportunity
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