The United States is at a crossroads in its tourism strategy, according to new research published on Thursday by the World Travel & Tourism Council (WTTC), which warns that although America remains the world’s largest travel market, it is rapidly losing ground to fast-rising Asia-Pacific rivals led by China.
The findings, drawn from the council’s latest Economic Impact Research and sponsored by lead research partner Chase Travel, paint a mixed picture for the world’s most valuable tourism economy. In 2025 the sector contributed $2.63 trillion (£2.09 trillion) to US GDP, more than any other nation, yet North America was the slowest-growing tourism region on the planet, expanding by just 1 per cent, with the US itself eking out growth of only 0.9 per cent.
By contrast, the global industry enjoyed its strongest year on record, posting GDP growth of 4.1 per cent. An additional 80 million international travellers took to the skies in 2025, yet they overwhelmingly chose destinations other than America. US visitor numbers fell 5.5 per cent year-on-year, while inbound visitor spending dropped 4.6 per cent to $176 billion.
“The United States remains the largest travel and tourism market in the world and has an amazing foundation,” said Gloria Guevara, president and chief executive of the WTTC. “To avoid losing its leadership position the US must invest in promoting its attractiveness, both in international markets and during the summer of football; change perception and position the US as a welcoming destination; and grow international visitor spend, encouraging stopovers and new experiences.”
Asia-Pacific, now the fastest-growing tourism region in the world, is the principal beneficiary of that shift in traveller behaviour. The region’s sector GDP expanded 8.2 per cent last year to $3.29 trillion, with several markets comfortably outpacing the global average. Malaysia (up 11.2 per cent) and the Philippines (10.8 per cent) led the pack, followed by China (9.9 per cent), India (7.3 per cent) and Indonesia (7.2 per cent).
China’s surge is particularly striking for corporate travel planners weighing the competitive balance of future meetings and incentive programmes. The world’s second-largest market contributed $1.75 trillion to its economy in 2025, with international visitor spending rising 10.5 per cent to $135 billion and domestic spend climbing 10.7 per cent to $890 billion. Employment in the Chinese sector grew 2 per cent to 84.6 million jobs.
There is, however, a meaningful domestic story in the US. Travel and tourism supported 20.4 million American jobs last year, up 1.2 per cent on 2024, adding roughly 242,000 roles. Domestic visitor spending held firm at $1.54 trillion, a modest 0.3 per cent rise but 14.3 per cent above pre-pandemic levels — evidence that Americans themselves are still moving in significant numbers, even as overseas arrivals cool.
The WTTC is urging Washington to seize an immediate opportunity this summer, when the country co-hosts the world’s most-watched football tournament. The event is expected to draw around 1.24 million international visitors during the competition window, giving the US what the council describes as a powerful platform to reset perception and turn first-time arrivals into long-term advocates for American travel.
Jason Wynn, chief executive of Chase Travel, said the American sector continued to demonstrate “remarkable resilience” despite the global headwinds. “With the US set to host a series of global events through 2028, we have an extraordinary opportunity to welcome new visitors and bring travellers from around the world closer together, fostering meaningful connections across countries and communities,” he added. “At Chase Travel, we are committed to being the go-to partner and provider for both domestic and international travel, leveraging our world-class marketplace to empower travellers, advisors, and partners to elevate every trip and drive lasting growth for the industry.”
The WTTC said it would continue working with governments and industry leaders to support sustainable travel and tourism growth, strengthen competitiveness, and ensure the sector remains a driver of jobs, investment and economic opportunity.
For business travel buyers, however, the message from Madrid is unambiguous: unless America sharpens its promotional pitch, rebuilds international demand and softens its image abroad, the crown it has worn for decades is increasingly within reach of its fastest-rising challenger across the Pacific.