The U.S. travel and tourism market remained the largest in the world in 2025. However, according to World Travel & Tourism Council (WTTC), the country is now facing increasing global competition and risks losing market share.
U.S. Travel Market Still Leads, But Growth Slows
Although the United States continues to dominate globally, its growth has slowed. In fact, the sector grew by just 0.9% in 2025. Meanwhile, North America recorded the weakest regional growth at only 1.0%.
At the same time, global travel demand increased significantly. Around 80 million more people traveled internationally in 2025. However, many of them chose destinations outside the U.S.
Decline in International Visitors and Spending
Moreover, international tourism performance showed clear signs of weakness:
- Visitor numbers dropped by 5.5%
- International spending fell by 4.6%, reaching $176 billion
Even though domestic tourism remained strong, this decline signals a shift in global traveler preferences.
Strong Domestic Travel Supports the Economy
On the positive side, domestic travel continues to drive the sector. Spending reached $1.54 trillion, which is:
- 0.3% higher than last year
- 14.3% above pre-pandemic levels
In addition, the industry supported 20.4 million jobs, creating about 242,000 new jobs in 2025.
Rising Competition from Asia-Pacific Markets
Meanwhile, countries in Asia-Pacific are growing much faster. For example:
- China grew by 9.9%, contributing $1.75 trillion to GDP
- The region overall expanded by 8.2%
Other countries like Malaysia and the Philippines also recorded strong double-digit growth. As a result, the competitive gap is widening.
Opportunity: 2026 Global Football Events
However, there is still a major opportunity ahead. The U.S. will co-host global football events in 2026, which are expected to attract:
- Around 1.24 million international visitors
Therefore, this event could help improve global perception and boost tourism demand.
WTTC Warning: A Critical Turning Point
According to Gloria Guevara, the U.S. is at a critical crossroads.
To stay competitive, the country must:
- Invest in international promotion
- Improve its global image as a welcoming destination
- Encourage higher visitor spending
- Create new travel experiences
WTTC official report : https://wttc.org/research
