As in multiple other segments, the United States has also topped as the world’s most powerful travel and tourism market and contributed a record USD 2.36 trillion to the nation’s economy last year, says the World Travel and Tourism Council (WTTC) in its 2024 Economic Impact Trends Report.

According to the report, despite the slow return of spending from international travellers, the US has kept the pole position with almost double the economic contribution of its nearest rival.

Following a record-breaking year for travel and tourism, the sector continues to be the backbone to many country economies while supporting millions of jobs globally.

The latest report from the global tourism body reveals China as the world’s second most powerful market with a GDP contribution of USD 1.3 trillion in 2023, which also reflects its rebound despite the late reopening of its borders.

WTTC says that Germany secured the third spot with a USD 487.6 billion economic contribution, while Japan, which in 2022 was in 5th place, jumped up to 4th position, contributing USD 297 billion. The United Kingdom completes the top five with a contribution of  USD 295.2 billion to its GDP.

WTTC says that France, the world’s most popular destination, retained its sixth position with a contribution of USD 264.7 billion, followed closely by Mexico at USD 261.6 billion.

The statement adds that India came in eighth, rising from a previous 10th position, with USD 231.6 billion, marking a notable improvement and highlighting its growing influence in the sector. 

WTTC says that Italy and Spain complete the top 10, contributing USD 231.3 billion and USD 227.9 billion, respectively. However, over the next decade, WTTC predicts China will become the biggest travel and tourism market with India moving up to 4th position.

The statement adds that these shifts illustrate the dynamic nature of the global travel and tourism sector, with emerging markets gaining ground and traditional powerhouses maintaining their strongholds.

The report also highlights the countries experiencing the highest annual growth rates in their travel and tourism contributions to GDP. In 2023, China’s sector surged led with an astounding year on year growth of 135.8 pc, while other Asian countries, such as Hong Kong SAR, Malaysia, and the Philippines recovered soon after the removal of travel restrictions.

Julia Simpson

“As we look forward to a record-breaking 2024, it is clear that travel and tourism is not only back on track, but also set to achieve unprecedented growth,” says Julia Simpson, WTTC President and CEO.

“We will continue to prioritise sustainability and inclusivity, ensuring that this growth benefits everyone and protects our planet for future generations. The sector’s resilience and potential for innovation continues to drive us forward,” she adds.

According to the report, many key destinations will profit from a surge in international spending this year compared to pre-pandemic levels, with Saudi Arabia climbing up 91.3 pc compared to 2019 pc, Türkiye 38.2 pc, Kenya 33.3 pc, Colombia 29.1 pc and Egypt at 22.9 pc leading the way. 

WTTC says that globally international visitor spending is set to grow by nearly 16 pc to reach USD 1.9 trillion, while domestic tourists are projected to spend more than ever before, reaching USD 5.4 trillion, an increase of 10.3 pc over 2019 levels.

It says that travel and tourism investment grew 13 pc in 2023 to reach more than USD 1 trillion, with a return to pre-pandemic levels anticipated by 2025.

However, high interest rates around the world could create challenges for future investment. WTTC says that it is therefore crucial that the public and private sectors work together to innovate to ensure the continual strengthening of this vital sector.

The report also highlights the sector’s commitment to sustainability, showcasing the decoupling of growth from greenhouse gas emissions and the increasing opportunities for women, young people, and marginalised communities. Technological advancements, particularly in AI, are expected to further enhance the travel experience and drive future growth.