by Lacey Pfalz
Last updated: 9:50 AM ET, Thu April 16, 2026
While the United States remained the largest travel and tourism market in the world in 2025, it is losing some of its market share, according to the latest Economic Impact Research report by the World Travel & Tourism Council (WTTC).
Sponsored by Chase Travel, the new report found a stark change to the United States’ tourism economy last year.
While the global travel and tourism industry celebrated its best year ever for GDP growth, reaching 4.1%, North America became the slowest-growing region, rising just 1.0%, with the United States increasing 0.9%.
And while other countries were celebrating record international visitor numbers (and struggling with ways to reduce overcrowding and overtourism in the most tourist-dense destinations), the United States’ visitor numbers declined 5.5% from 2024, with international visitor spending falling 4.6% to $176 billion.
Despite these blows, the United States' tourism sector supported 20.4 million jobs, an increase of 1.2%. Domestic spending, while marginally better than in 2024, also increased by 0.3%. The United States’ tourism industry also generated $2.63 trillion for the GDP.
WTTC warns that the U.S. is at a “crossroads” with its tourism industry.
“The United States remains the largest Travel & Tourism market in the world and has an amazing foundation,” said Gloria Guevara, President & CEO of WTTC. “To avoid losing its leadership position the U.S. must invest in promoting its attractiveness, both in international markets and during the summer of football; change perception and position the U.S. as a welcoming destination; and grow international visitor spend, encouraging stopovers and new experiences.”
An estimated 1.24 million international visitors are expected to head to the United States during the 2026 FIFA World Cup, offering a great opportunity to increase visitation and restart growth in international visitation.
If not, China might become the world’s largest market, having experienced over 10-point gains last year in both international visitor spending and domestic spending. The country’s tourism supports nearly 85 million jobs, and it contributed $1.75 trillion to GDP last year.
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