U.S. remains world’s largest travel and tourism market in 2025: WTTC warns that the country is at a crossroads

The United States remained the largest Travel & Tourism market in the world in 2025 but is losing market share according to the World Travel & Tourism Council’s (WTTC) latest Economic Impact Research, sponsored by its Lead Research Partner, Chase Travel.

U.S. Performance
- Still the largest travel & tourism market globally, contributing US$2.63 trillion to GDP in 2025.
- Supported 20.4 million jobs, adding ~242,000 new positions (+1.2% year-on-year).
- Domestic visitor spending: US$1.54 trillion (+0.3% YoY, 14.3% above pre-pandemic).

Warning Signs
- Slow growth: North America grew only 1.0%, U.S. just 0.9%, versus global average of 4.1%.
- Inbound decline: International visitor numbers fell 5.5%, spending dropped 4.6% to US$176 billion.
- Despite 80 million more global travelers in 2025, many chose destinations outside the U.S.

Competitive Pressure
- China: US$1.75 trillion GDP contribution (+9.9% YoY), supporting 84.6 million jobs.
- International visitor spending up 10.5% (US$135 billion).
- Domestic spending up 10.7% (US$890 billion).
- Asia-Pacific overall grew 8.2%, led by Malaysia (11.2%), Philippines (10.8%), China (9.9%), India (7.3%), Indonesia (7.2%).

Opportunity Ahead
- U.S. co-hosting major football events in 2026, expected to attract 1.24 million international visitors.
- WTTC sees this as a platform to rebuild international demand, reposition the U.S. as a welcoming destination, and convert visitors into long-term promoters.

Leadership Voices
- Gloria Guevara (WTTC CEO): U.S. must invest in promotion, change perception, and grow international visitor spend.
- Jason Wynn (Chase Travel CEO): Hosting global events through 2028 is an extraordinary opportunity to foster connections and growth.

Bottom line: The U.S. remains the world’s largest tourism market, but its growth is lagging and international share is slipping. With Asia-Pacific rising fast, the U.S. must seize upcoming global events and invest in competitiveness to maintain leadership.