Five of the world’s top 10 Travel & Tourism markets are in Europe, powering record growth
Europe has reaffirmed its status as the powerhouse of global tourism, according to the World Travel & Tourism Council’s (WTTC) latest Economic Impact Research Trends Report, launched today at the 25th Global Summit in Rome.
For the first time since the pandemic, the Global Summit returns to Europe — with Italy, a G7 nation, hosting in the capital. Italy’s Travel & Tourism sector contributed $248.3BN to the economy in 2024, boosted by strong international spend and a thriving events industry.
Germany ($525BN), the UK ($367BN), France ($289BN), and Spain ($270BN) join Italy in the global top 10, proving Europe’s ability to blend heritage with innovation and remain globally competitive.
Globally, the U.S. retained its crown with a $2.6TN contribution in 2024, though growth is set to slow. China surged with $1.64TN and is forecast to expand by 22.7% in 2025, while Japan reached $310.5BN. The Middle East, led by Saudi Arabia, continued to be the fastest-growing region, fuelled by record infrastructure investment.
“These results tell a story of strength and opportunity,” said WTTC Interim CEO Gloria Guevara. “The U.S. remains number one, China is surging back, Europe is powering ahead, and the Middle East, Asia, and Africa are breaking records. By 2025, our sector will hit a historic $2.1TN contribution, surpassing pre-pandemic highs.”
Travel & Tourism supported 357MN jobs in 2024, set to rise to 371MN this year. By 2035, one in eight jobs worldwide will be in the sector. Investment topped $1TN last year, with Italy attracting €11.4BN as a magnet for sustainable growth.
The Summit is hosted in partnership with the Italian Ministry of Tourism, ENIT, the Municipality of Rome, and the Lazio Region, alongside leading global partners.
At a Glance
- Europe: 5 of top 10 global markets; Italy $248.3BN, Germany $525BN, UK $367BN, France $289BN, Spain $270BN
- U.S.: $2.6TN in 2024; growth slowing
- China: +22.7% surge forecast in 2025 (+$260BN)
- Japan: $310.5BN in 2024 → $325BN in 2025
- Middle East: Saudi Arabia leads with record visitor spend + infrastructure investment
- Jobs: 357MN in 2024 → 371MN in 2025; 1 in 8 jobs globally by 2035
- Investment: $1TN+ globally in 2024; Italy €11.4BN
Also read WTTC Statement on Anti-Tourism Protests
