The World Travel & Tourism Council (WTTC), in partnership with OMRAN Group, has launched its first Power, Efficiency & Opportunity (PEO) Indices at WTM London. The framework expands how Travel & Tourism performance is assessed, covering economic contribution, environmental efficiency and employment opportunities.
Developed by WTTC and Oxford Economics, the research evaluates the sector across 184 economies. Rather than focusing solely on visitor numbers and economic contribution, it examines three dimensions: economic power, resource efficiency and the sector’s contribution to social development.
The indices are intended to help governments, investors and industry leaders compare destinations using a broader range of indicators. They also aim to identify performance gaps, guide investment decisions and support more balanced tourism growth.
WTTC’s Power Index: US, China and India Lead
The Travel & Tourism Power Index measures the sector’s economic scale and influence through GDP, employment and investment.
The research finds that tourism’s economic power remains concentrated in a relatively small number of economies. The top 20 performers accounted for 81% of global Travel & Tourism GDP in 2024.
The United States, China and India ranked as the world’s three most powerful Travel & Tourism economies, reflecting their economic scale, employment contribution and levels of tourism investment.
Germany, France, the United Kingdom, Japan, Mexico, Spain and Saudi Arabia completed the top 10.
However, economic scale does not tell the whole story. Some destinations perform particularly well in investment or employment relative to their overall economic contribution, indicating areas of potential for future tourism development.
The findings also show that countries with the greatest economic power do not necessarily lead in environmental efficiency or employment opportunities.
Environmental Efficiency Improves Between 2019 and 2024
The Environmental Efficiency Index measures the sector’s environmental footprint relative to the economic activity it generates.
Its indicators include greenhouse gas emissions, low-carbon energy use, water consumption, air pollution and materials use.
Globally, the sector’s Environmental Efficiency score increased by 2.3 points between 2019 and 2024. The improvement reflected progress across several indicators.
The low-carbon energy component rose by 6.7 points, while greenhouse gas intensity improved by 3.9 points. These results indicate that tourism activity has become less environmentally intensive across many destinations.
The research suggests that economic growth and environmental sustainability can advance together when supported by long-term policy decisions, stronger environmental standards and investment in clean energy infrastructure.
Among high-income economies, Sweden ranked first for environmental efficiency. Costa Rica led the upper-middle-income group.
Tourism Employment and Opportunities for Women and Young People
The Opportunity Index assesses Travel & Tourism’s contribution to social development and inclusion. It considers employment share, employment growth, youth employment and female employment.
The findings highlight the sector’s role as an entry point into employment across economies at different stages of development.
Croatia ranked first among high-income economies, while the Maldives led the upper-middle-income group. El Salvador topped the lower-middle-income category, and The Gambia ranked first among low-income economies.
The research also highlights tourism’s contribution to employment for women and young people, providing opportunities to enter formal employment and develop longer-term careers.
In the Maldives, Grenada and Belize, Travel & Tourism accounts for a particularly significant share of national employment, reinforcing its role in supporting economic activity and employment opportunities.
Three Indices Offer a Broader View of Tourism Performance
WTTC designed the three indices to be considered together rather than as separate measures of success.
A destination may have a large tourism economy but still have room to improve its environmental efficiency or employment outcomes. Conversely, smaller destinations may perform strongly in areas that economic scale alone does not capture.
The combined framework aims to provide governments, investors and industry leaders with a broader assessment of destination competitiveness and long-term resilience.
It can also help identify where policy changes, investment and infrastructure development may have the greatest effect.
WTTC and OMRAN Group Highlight Quality of Tourism Growth
Gloria Guevara, President & CEO of WTTC, said: “Travel & Tourism is one of the world’s most powerful sectors, and these new Indices give us a broader and more holistic way to understand its impact. As the sector grows, we must focus on quality as well as quantity of growth. By assessing economic contribution, environmental efficiency and employment opportunities together, the Indices provide valuable insights to support sustainable growth and informed decision-making, while highlighting the sector’s ability to create opportunities for women and young people around the world.”
Eng. Ayad Al Balushi, CEO of OMRAN Group, said: “The PEO Indices represent an important step forward in how we define and measure tourism success, looking beyond growth to the efficiency, opportunity and lasting value the sector creates. OMRAN Group is proud to partner with WTTC in advancing this global perspective and supporting more informed decision-making across the sector. The findings reinforce our shared ambition to shape a future where tourism is economically strong, environmentally responsible and inclusive, creating meaningful and sustainable value for destinations, communities and future generations.”
The findings also have implications for Oman, where Travel & Tourism plays an increasingly important role in economic diversification and long-term development.
Oman Records Improvements Across All Three Indices
Oman’s 2024 PEO scores improved across all three areas compared with 2019: Travel & Tourism Power, Environmental Efficiency and Employment Opportunities.
The country recorded particularly strong results in employment opportunities. Women account for 28% of Travel & Tourism jobs in Oman, compared with 18% across the Middle East, making the country a regional leader in female participation in the sector.
Young people hold 13% of tourism jobs in Oman, compared with less than 9% of employment across the country’s overall economy. The figures highlight tourism’s role in providing work opportunities for younger generations.
The research also identifies several factors behind Oman’s progress. Growth in GDP contribution and employment supported its Travel & Tourism Power score. Meanwhile, improvements in water use, air pollution and materials efficiency contributed to its environmental performance.
For OMRAN Group, the indices offer a framework for examining the relationship between tourism investment, destination development and long-term sustainability.
The partnership between WTTC and OMRAN Group reflects their stated commitment to using research to inform tourism decisions. Both organisations aim to support growth that generates economic value while improving environmental performance and creating opportunities for local communities.
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