2025 to mark a landmark year for global travel

At a time when the world is weighed down by geopolitical tensions, inflation, and economic uncertainty, airports are crowded, hotels are near capacity, and destinations across the globe are seeing a surge in visitors. From the bustling streets of Paris to the beaches of Southeast Asia, people are travelling more than ever and even spending more while they do it.

According to new data from the World Travel & Tourism Council (WTTC), 2025 is set to be a record-breaking year for the Travel & Tourism sector. International visitor spending is forecast to reach $2.1 trillion, eclipsing the previous peak in 2019. The sector’s total contribution to the global economy is expected to hit $11.7 trillion, accounting for over 10.3% of global GDP. Travel is moving forward, faster and stronger than anyone predicted.  

What is driving the surge?

The figures speak volumes. In 2024 alone, the sector grew by 8.5% from the previous year, reaching $10.9 trillion or 6% higher than the 2019 benchmark. Travel now supports 357 million jobs worldwide, or one in every ten roles globally. By 2025, that figure is set to rise by another 14 million, reaching 371 million.

However, this growth is not evenly distributed. While countries like the US, China, and Germany are experiencing slower rebounds, other destinations are setting the pace. Saudi Arabia, for instance, is pumping $800 billion into its tourism infrastructure by 2030. Europe remains dominant, with France and Spain topping global charts for visitor numbers due to a mix of smart investment and enduring appeal.

Several factors are fuelling this tourism explosion. Pent-up demand from pandemic lockdowns still lingers, while flexible remote work has unlocked a new class of travellers. Gen Z and millennials are prioritising experiences over possessions, and a wave of infrastructure investments is making global travel more accessible.

The continued rebound in both international and domestic spending underscores the depth of this trend. In 2024, international visitor spending grew by nearly 12% to reach $1.87 trillion, while domestic travel spending hit $5.3 trillion (5.4% rise).

Looking further ahead, the WTTC projects the sector will contribute $16.5 trillion to global GDP by 2035, or 11.5% of the total. Employment in the sector is expected to grow to over 460 million jobs, meaning one in eight workers globally will be connected to travel & tourism. International visitor spending is expected to hit $2.9 trillion, growing at a compound annual rate of 3.4%.

An opening for SMEs

This rising tide presents a significant opportunity, particularly for small and medium-sized enterprises (SMEs), which form the backbone of the tourism sector. From eco-tours to local guides, craft producers, and independent restaurants, SMEs stand to benefit from the growing number of travellers seeking unique, authentic experiences.

In an era where personalisation, sustainability, and cultural depth are increasingly important to travellers, SMEs are uniquely positioned to deliver what big corporations often cannot. But to capitalise on this boom, access to funding, digital tools, and scalable infrastructure will be crucial. Governments and tourism boards have a chance to empower local businesses through targeted policies, training, and technology support.  

However, with growth comes responsibility. WTTC’s Environmental Social Research indicates that tourism accounted for 6.5% of global emissions in 2023. As millions more take to the skies and roads, sustainable innovation cannot be an afterthought. Cleaner transport, greener hospitality, and smarter cities must all play a role if the sector is to grow responsibly. In this regard, the WTTC’s call for continued sustainable innovation is timely and necessary. The path forward must balance economic gains with environmental stewardship.

Travel & Tourism has re-established itself as a cornerstone of global economic activity and a major source of employment. In the face of headwinds, travel has proven to be essential. The next challenge is to ensure this wave of growth leaves no one behind.

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