The United States held its title as the world’s largest Travel & Tourism market in 2025 but is confronted with obstacles as international visitor numbers shrank by 5.5% from the previous year. According to the World Travel & Tourism Council (WTTC), international visitor expenditure also dropped by 4.6% to $176 billion, despite an overall global increase of 80 million international travellers.

Key Statistics:

• US Travel & Tourism sector contributed $2.63 trillion to global GDP and supported 20.4 million jobs in 2025, adding around 242,000 new positions.
• Domestic spending was strong at $1.54 trillion, up 0.3% year-on-year, and 14.3% above pre-pandemic levels.

However, the WTTC has cautioned that the US is at a pivotal point in its tourism growth.

In contrast, China, the second-largest market, is gaining momentum with a 9.9% growth in its tourism sector and contributing $1.75 trillion to GDP. The Asia-Pacific area is the fastest-growing region, led by countries such as Malaysia and the Philippines.

Gloria Guevara, CEO of WTTC, emphasized the necessity for the US to bolster its appeal and transform perceptions to preserve its leading status. Meanwhile, Jason Wynn, CEO of Chase Travel, underscored the potential of upcoming global events to draw in international visitors and create connections.

The WTTC continues to partner with governments and industry leaders to secure sustainable growth in the Travel & Tourism sector, aiming to sustain it as a significant engine for jobs and economic opportunities.