International traveler spending is projected at 2.1 trillion dollars, driven by sustained recovery in demand. Growth, however, is uneven: while some regions experience notable dynamism, others face slowdowns or setbacks. In the first half of 2025, international arrivals rose by 5%, reaching 690 million foreign travelers—33 million more than during the same period the previous year. Africa led the growth with 12%, followed by Asia-Pacific with 11%, while Europe and the Americas recorded more moderate increases of 4% and 3% respectively.
Europe, where the WTTC meeting took place, has consolidated its recovery thanks to strong domestic demand and the arrival of travelers from the United States and China. However, the North American picture is mixed: while the global sector advances, the United States is experiencing a decline in international arrivals and is projected to lose 30 billion dollars in tourism spending this year. This setback reflects factors such as the strength of the dollar, more restrictive migration policies, and international tensions, which are beginning to redirect flows to emerging destinations. By contrast, China is showing solid momentum: after surpassing pre-pandemic levels in 2024, it is strengthening its role as a global tourism powerhouse, with rapid growth in both outbound and domestic markets.
The strong recovery of global tourism has triggered a central debate raised by the WTTC in Italy: it is necessary to balance the growing demand with a more diverse and sustainable supply. Many traditional destinations face saturation, ecological stress, and capacity challenges. For this reason, the urgent call is to diversify toward new destinations, build regional routes, foster rural and rural-urban tourism, and adopt models that prioritize quality over volume. This approach would not only relieve pressure on overburdened destinations but also open opportunities for emerging regions that, with the right policies, could enter the global tourism map competitively.
Digitalization, artificial intelligence, and technological innovation, along with sustainability, are emerging as fundamental pillars to meet travelers’ new expectations. As highlighted at the international forum, consumers are increasingly interested in responsible and regenerative travel, although accessibility and affordability remain challenges.
Within this global context, Spain was showcased as an example of rapid recovery and competitiveness. The country has improved its position in the global ranking of tourism’s contribution to the economy, achieving a historic weight that consolidates it as the leading European destination and second worldwide. The Tourism Satellite Account revealed that in 2023 the sector contributed 184 billion euros (12.3% of GDP), while in 2024 it is estimated to have reached 248.7 billion euros (15.6% of the national economy), generating around three million jobs, equivalent to 14% of total employment.
Beyond local statistics, what matters from a global perspective is that the record figures of 2025 highlight a sector that can no longer be sustained under the logic of unlimited growth. Rising costs of transport, accommodation, and energy, together with geopolitical tensions, inflation, and competition from emerging destinations, put traditional models under pressure. Without a strategic shift toward sustainability and resilience, overcrowded destinations risk losing attractiveness and sparking social and environmental imbalances.
The WTTC’s medium-term outlook is clear: by 2035, tourism will contribute 16.5 trillion dollars to global GDP, representing 11.5% of the world economy. This will involve the creation of 460 million jobs, meaning that one in every eight workers worldwide will be linked to tourism. International spending is projected to reach 2.9 trillion dollars, while domestic spending could rise to 7.7 trillion.
The meeting in Italy, led by Gloria Guevara, closed with a strong message: global tourism must evolve toward a more responsible model—one that recognizes ecological limits, democratizes access to lesser-known destinations, fosters innovation in tourism products, and promotes policies that harmonize growth with territorial regeneration. In an interconnected world, countries with strategic vision and the capacity to diversify will be best positioned to lead the next phase of global tourism.
