According to the World Travel & Tourism Council (WTTC), the sector performed strongly worldwide in 2025, with global growth reaching 4.1 percent. However, the story was very different for North America, which was the slowest-growing region globally, rising just 1.0%, and by only 0.9% in the U.S.
Despite an increase of 80 million international travelers globally, fewer chose the United States. Visitor numbers to the country dropped by 5.5 percent compared to 2024, while international spending declined by 4.6 percent to $176 billion.
Still, the U.S. remains dominant, contributing $2.63 trillion to global GDP and supporting 20.4 million jobs in 2025. Domestic travel spending also stayed strong, reaching $1.54 trillion.
WTTC President and CEO Gloria Guevara said, “The United States remains the largest Travel & Tourism market in the world and has an amazing foundation. To avoid losing its leadership position the U.S. must invest in promoting its attractiveness… change perception and position the U.S. as a welcoming destination.”
The report highlights a major opportunity ahead, as the U.S. prepares to co-host global football events in 2026, expected to attract about 1.24 million international visitors.
Meanwhile, countries in Asia-Pacific, led by China, are rapidly expanding. China’s tourism sector grew by 9.9 percent, contributing $1.75 trillion to GDP.
Jason Wynn noted, “the U.S. Travel & Tourism sector continues to demonstrate remarkable resilience… With the U.S. set to host a series of global events through 2028, we have an extraordinary opportunity to welcome new visitors.”
WTTC says future growth will depend on stronger promotion, investment, and improving the country’s global image.
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