International tourism has returned to its pre-COVID-19 level and is now entering a new phase of growth.
The World Travel & Tourism Council (WTTC), an international organization representing the private travel and tourism sector, is offering a highly positive assessment of the industry’s outlook.
After several years marked by the pandemic, health restrictions, geopolitical tensions and economic disruptions, the organization says the sector has shown strong resilience and is expected to keep growing faster than the global economy in the years ahead.
According to the latest WTTC data, travel and tourism contributed $11.6 trillion to global GDP in 2025, representing 9.8% of the world economy, and supported 366 million jobs, or roughly one in nine jobs worldwide. In 2026, that contribution is expected to reach $12 trillion, accounting for 9.9% of global GDP, with 376 million jobs linked to the sector.
Global tourism has returned to pre-crisis levels
The WTTC draws in particular on its new report, Accelerating Travel & Tourism Recovery — Global Evidence from Four Decades of Crises, published in partnership with Chemonics International and the George Washington University School of Business.
Based on 40 years of data and an analysis of 100 major crises, the study finds that no destination experienced a lasting collapse once a crisis had ended, provided that governments and the private sector put coordinated responses in place.
Even after the COVID-19 pandemic, which the WTTC describes as the most severe shock to hit global tourism in modern times, international travel rebounded strongly. After falling by 72% in 2020, international arrivals rose back to 1.47 billion in 2024, matching 2019 levels. In 2025, international visitor spending reached a record $2.02 trillion.
For the WTTC, the issue is no longer just recovery, but how quickly destinations can regain their appeal and turn a period of crisis into a phase of investment, modernization and growth.
Growth expected to outpace the global economy
In its 2026 Economic Impact Research, produced with Oxford Economics and sponsored by Chase Travel, the WTTC forecasts that the travel and tourism sector will grow by 3.2% globally in 2026, compared with 2.4% for the world economy.
Over the next decade, the organization expects travel and tourism GDP to grow by an average of 3.6% per year, or 1.5 times faster than the global economy. The sector could also support nearly 89 million new jobs worldwide, representing about one-third of all new jobs expected in the global economy over that period.
This momentum confirms tourism’s strategic role in the world economy, not only for major international destinations, but also for airlines, hotels, cruise operators, booking platforms, travel agencies, service providers and small local businesses tied to the visitor economy.
Europe remains one of the engines of tourism growth
The WTTC also points to the solid performance of tourism in Europe, despite a more challenging economic environment. While European GDP is expected to grow by only 1% in 2026, travel and tourism GDP on the continent is forecast to rise by 3.6%, nearly four times as fast.
International visitor spending in Europe is expected to increase by 7.1% in 2026, outpacing the projected global average of 3.7%. The WTTC attributes this trend to growing demand for destinations closer to home, in a context shaped by geopolitical uncertainty and disruption in some parts of the world.
Southern Europe continues to drive much of this momentum. The WTTC points in particular to Spain, Italy, France and Turkey as European markets benefiting from strong appeal, provided they maintain competitiveness, accessibility and smooth travel experiences.
Connectivity, innovation and smoother borders are key priorities
To maintain this trajectory, the WTTC emphasizes several priorities: investment in infrastructure, digital innovation, sustainable destination management, skills development and cross-border connectivity. The organization also highlights the growing role of artificial intelligence and new technologies in improving the traveler experience, operational efficiency and workforce training across the sector.
These recommendations echo changes already visible in many destinations: the broader use of electronic travel authorizations (ETA), the development of digital arrival cards, the modernization of border control systems, the automation of check-in procedures and stronger tools to manage passenger flows.
For travelers, this shift may mean faster formalities, but also a growing number of requirements to complete before departure. For travel professionals, it confirms the importance of closely monitoring new entry requirements, visa, e-Visa and ETA rules, and digital declaration obligations that now accompany the rebound in international travel.
A solid recovery, but one that depends on public policy
The WTTC stresses, however, that tourism recovery is never automatic. The speed of the rebound depends in particular on coordination between governments and the private sector, clear communication with travelers, the preservation of air connectivity and support for small and medium-sized businesses, which are often the most exposed during a crisis.
The organization also recommends avoiding excessive responses in communication or regulation, protecting transport capacity and using periods of disruption to modernize tourism offerings.
The WTTC’s message is therefore twofold. Global tourism has proved its resilience after recent crises, but its future growth will depend on destinations’ ability to invest, remain accessible and make travel simpler, smoother and more predictable.
