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IN BRIEF
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ROME: Launch of WTTC Global Travel and Tourism in the Heart of the Eternal City
In Rome, the WTTC inaugurates its Global Summit in an atmosphere that confirms the role of Europe as the beating heart of international tourism and the permanence of the United States at the global forefront. On the agenda: GDP figures that support the recovery, a Italy host and G7 leader asserting its strategy, a China in strong acceleration, a Middle East driven by record investments, and employment and innovation prospects that reshape the ecosystem, from MICE to new mobility, including startups and emerging trends like esports.
Europe in the Spotlight: The Beating Heart of International Tourism
The report by the WTTC published in Rome reaffirms the establishment of Europe as the center of gravity of the sector, with five of the ten most powerful travel and tourism markets in the world in terms of GDP. In 2024, Germany shines with $525.5 billion, the United Kingdom reaches $367.2 billion despite a contraction in international spending, while France ($289.2 billion) and Spain ($270.2 billion) confirm their attractiveness. This vitality blends heritage and innovation, a dynamic visible in the rise of travel and tourism startups and in the capacity of players to orchestrate a particularly flourishing summer in the major European markets.
Italy, Host of the Summit and G7 Engine
As the host country, Italy combines diplomatic influence and economic performance. Its sector reached $248.3 billion in 2024, driven by a vigorous return of international visitor spending and a burgeoning meetings and events industry. Italy also attracted €11.4 billion in investments in 2024, strengthening its position as a pioneering destination for sustainable and innovative tourism. The global summit is co-constructed with the Italian Ministry of Tourism, ENIT, the municipality of Rome, and the Lazio region, alongside international partners, drawing a platform for cooperation in support of qualitative growth.
The United States Retains the Top Spot, China Accelerates
The United States remains the most powerful market, with $2,558.4 billion contributing to GDP in 2024. Its domestic market, the strongest in the world, supports millions of jobs and remarkable sector resilience. However, the WTTC anticipates a decrease of $12.5 billion in international visitor spending in 2025 and modest growth (+0.7%), calling for pro-travel policies, destination promotions, and a reduction in visa costs to maintain the competitive edge. China, the second-largest market globally ($1,644.3 billion in 2024), is expected to grow by 22.7% in 2025, adding $260 billion and reaffirming its central role in reshaping global travel flows.
Japan and Other Major Economies on the Move
Japan consolidates its position with $310.5 billion in 2024 and an expected trajectory towards nearly $324.3 billion in 2025. The frontrunners also include Mexico ($274.4 billion in 2024), India ($249.3 billion), and, on the European side, France, Spain, and Italy, respectively at $289.2, $270.2, and $248.3 billion. The 2025 trajectories confirm this leading group with expected increases for Germany ($541.9), United Kingdom ($383.1), France ($297.9), Spain ($283), Mexico ($281), India ($268.7), and Italy ($257.9).
Ranking 2024-2025: The 10 Most Powerful Markets
In 2024, the top ten economies in travel and tourism are led by the United States ($2,558.4 billion) and China ($1,644.3 billion), followed by Germany ($525.5 billion), United Kingdom ($367.2 billion), Japan ($310.5 billion), France ($289.2 billion), Mexico ($274.4 billion), Spain ($270.2 billion), India ($249.3 billion), and Italy ($248.3 billion). The 2025 projections confirm this leadership with the United States ($2,575.5 billion) and China ($1,904.5 billion) at the forefront, followed by Germany ($541.9 billion), United Kingdom ($383.1 billion), Japan ($324.3 billion), France ($297.9 billion), Spain ($283 billion), Mexico ($281 billion), India ($268.7 billion), and Italy ($257.9 billion), indicating a broad but solid recovery.
Middle East: A Structuring Momentum
The Middle East is asserting itself as one of the fastest-growing regions, with Saudi Arabia at the forefront. Incoming visitor spending is increasing sharply, while investments are reaching historical highs in airports, cruise terminals, and next-generation hotels. This strategy, supported by considerable capital, outlines a clear ambition: to become a global tourism hub of reference, connected to Asian, European, and African markets.
Employment, Investment, and New Trends
The sector supported 357 million jobs in 2024 and is expected to reach 371 million in 2025, with an increasing share in global employment. By 2035, one in eight jobs will be supported by travel and tourism, translating to an additional 91 million positions, the majority of which will be in Asia-Pacific — one of the engines of global employment, where one new job in three will be related to the sector. Investor confidence remains high: global investments exceeded $1 billion in 2024, up 9.9% year-on-year, driven by United States, China, Saudi Arabia, and France. In Europe, Italy captures €11.4 billion, bolstering its plans for sustainable and innovative hospitality.
Innovation, Distribution, and New Audiences
Transformation is accelerating among distribution and hospitality players, driven by data, AI, and new practices. Networks are organizing around the adaptation of travel agencies, while the ecosystem is regenerating thanks to travel startups that are reconfiguring customer relationships, the experience, and value chains. Emerging trends — such as the growing impact of video games and esports on tourism — are broadening the spectrum of audiences and events, from city breaks to major festivals.
Niche Markets and Overseas Destinations
Diversification also involves niche markets and overseas destinations, which are capitalizing on the recovery of connectivity and the renewed desire for unique experiences. The perspectives of overseas tourism are thus strengthened, as are the capacities of actors to capitalize on a flourishing summer to extend the momentum into the off-season and maximize contributions to local GDP.
