Having returned to lead the World Travel & Tourism Council in 2026, I find the sector at a historic crossroads. Our latest Economic Impact Research confirms that 2025 was a landmark year for the sector, with global travel and tourism contributing a record $11.6 trillion to the world economy. This represents significant year-on-year growth of 4.1%, bringing the sector’s global gross domestic product contribution to 9.8%.
These figures underscore the sector’s continued strength and its critical role in driving global economic growth. Notably, the Asia-Pacific region recorded the strongest travel and tourism GDP (8.1%) of $3.29 trillion for 2025, with growth driven by reopening momentum, rising international demand and strong regional connectivity. Yet, as we gather strength for the years ahead, we must recognise that growth without sustainability is a house built on sand.
The economic case for sustainability
Sustainable travel is no longer a niche interest, but rather the fundamental
bedrock of global prosperity. The industry has taken note, with its global greenhouse gas emissions falling 9.3% in 2024 since 2019. This decline reflects a reduction in emissions intensity (emissions per unit of economic output), dropping 15% since 2019 – demonstrating how travel and tourism have steadily generated more economic value while producing fewer emissions.
Our data shows that travel and tourism supported 366 million jobs worldwide in 2025 – accounting for 10.9% of total global employment and for one in three new roles created around the globe.
For many developing countries and rural communities, tourism is the primary engine of social mobility and the most effective tool to tackle poverty. However, the well-being of the sector is inextricably linked to the well-being of the planet. When we protect a coral reef or preserve a historic highland village, we are protecting a capital asset that provides livelihoods for generations.
Our research indicates that the foundation of this resilience often lies at home. In 2025, domestic visitor spending hit $5.63 trillion globally, growing 3.7% compared to the previous year. This homegrown demand is vital, especially as we navigate the uneven recovery of international visitor spending.
A new era of leadership and action
Under my renewed leadership, WTTC is shifting from quantifying impact to driving measurable transformation. We have established eight strategic pillars to guide this new era:
- Enabling safe and seamless travel through digitalisation and
biometrics; - Destination stewardship and
overcrowding; - Climate action initiatives such as the ocean and circular economy;
- Harnessing new technologies including robotics and artificial intelligence;
- Crisis preparedness, management and recovery;
- Expanding connectivity (air, land, sea) and creating new travel corridors (e.g., the Global South);
- Workforce – recruiting, attracting and retaining talent, and skills development; and
- Policies to foster investment and new growth opportunities.
WTTC’s environmental and social research now provides comprehensive data on greenhouse gas emissions and water usage, allowing our members – which include the CEOs of the world’s leading hotels, airlines, airports, cruise lines, tour operators, technology platforms and destinations – to set science-based targets for net-zero emissions.
The challenges of an uneven recovery
While the travel and tourism industry reported record-breaking numbers in 2025, the path forward is complex, with our latest EIR data showing that the global recovery is continuing at different speeds across regions.
For instance, travel and tourism GDP in the United States climbed 1%, to $3.05 trillion, reflecting continued challenges in international visitor recovery and more mature market dynamics. International visitor spending for the US fell 4.6% to $176 billion in 2025, as tourist numbers dipped 5.5% during the same period.
This stands in stark contrast to US domestic spending, which hit $1.54 trillion and sits 14.3% above pre-pandemic levels. Global international spending reached $2.02 trillion overall for 2025, but the gaps in major destinations like the US highlight why policy decisions and investment in connectivity are so defining.
Areas of focus for G7 leaders
As G7 leaders prepare to meet in Évian this June, they have a unique opportunity to initiate a global shift by focusing on three critical areas:
Incentivise green investment: provide fiscal frameworks to de-risk sustainable infrastructure and the production of sustainable aviation fuel;
Harmonise sustainability
standards: create a unified global framework for environmental reporting; and
Foster ‘nature positive’ policies: integrate biodiversity conservation into national tourism strategies.
Travel and tourism together are a force for good, fostering peace and driving unparalleled economic growth. By choosing a sustainable path today, we ensure that the wonders of the world, and the $11.6 trillion economy they support, will continue to thrive for the travellers of tomorrow.
