The World Travel & Tourism Council (WTTC) has flagged a shifting global travel landscape, with the United States retaining its position as the world’s largest travel and tourism market in 2025, even as it begins to lose international market share to faster-growing destinations.
According to WTTC’s latest Economic Impact Research, the U.S. travel and tourism sector contributed USD 2.63 trillion to global GDP, maintaining its top position. However, growth in North America remained the slowest globally at just 1.0%, with the U.S. expanding by only 0.9% during the year.
The report highlights a clear demand shift. Despite 80 million additional international travellers globally in 2025, the U.S. saw a 5.5% decline in visitor numbers, while international visitor spending dropped 4.6% to USD 176 billion.
Global Shift Towards Asia-Pacific
The findings underline the rapid rise of Asia-Pacific as the new growth engine of global tourism. The region recorded an 8.2% increase in travel and tourism GDP, reaching USD 3.29 trillion, making it the fastest-growing region worldwide.
Among key markets, China continued to strengthen its position as the second-largest tourism economy, with sector contribution reaching USD 1.75 trillion, up 9.9% year-on-year. Growth was supported by strong gains in both domestic and international visitor spending.
Other Asia-Pacific destinations also outperformed global averages, including Malaysia and the Philippines, while India recorded a solid 7.3% growth, reinforcing the region’s competitive momentum.
Domestic Strength vs International Weakness
While international demand softened, the U.S. continued to rely heavily on domestic travel. Domestic visitor spending stood at USD 1.54 trillion, reflecting steady growth and remaining significantly above pre-pandemic levels.
The sector supported 20.4 million jobs in 2025, adding approximately 242,000 new jobs, indicating continued resilience despite external pressures.
Opportunity Window Ahead
WTTC noted that the U.S. is entering a critical phase where strategic action will be required to regain lost ground in international markets. With major global sporting events scheduled in the coming years, including football events in 2026, the country has an opportunity to attract over a million international visitors and reposition itself as a preferred global destination.
Gloria Guevara said the U.S. must focus on improving global perception, strengthening promotion efforts, and enhancing visitor experience to remain competitive as global travel patterns evolve.
Trade Takeaway
For the global travel trade, the report signals a clear shift in outbound flows, with Asia-Pacific destinations gaining stronger traction among international travellers. The changing dynamics are expected to influence airline capacity deployment, destination marketing strategies, and long-haul travel patterns in the coming years.
