The United States is hemorrhaging international visitors despite remaining the world’s largest travel and tourism market, according to new economic impact research from the World Travel & Tourism Council.
U.S. visitor numbers declined 5.5 percent in 2025 against 2024, while international visitor spending fell 4.6 percent to $176 billion. The decline is particularly stark given that global travel surged: 80 million more people traveled internationally in 2025 compared with the previous year.
They just didn’t choose America.
North America was the slowest-growing travel region globally, rising just 1.0 percent in 2025. The U.S. sector itself grew a mere 0.9 percent, a sharp contrast to the world’s 4.1 percent gain.
The figures reveal what the WTTC calls a critical inflection point. While the U.S. continues to lead in scale, contributing $2.63 trillion to global GDP and supporting 20.4 million jobs in 2025 (up 1.2 percent year-over-year), its grip on the international market is slipping, and fast-rising Asia-Pacific markets aren’t waiting around.
China, the world’s second-largest travel market, is swiftly closing the gap. Travel and tourism contributed $1.75 trillion to China’s GDP in 2025, growing 9.9 percent year-over-year, with international visitor spending up 10.5 percent to $135 billion. Across the Asia-Pacific region, momentum is undeniable: Malaysia led growth at 11.2 percent, followed by the Philippines (10.8 percent), China (9.9 percent), India (7.3 percent), and Indonesia (7.2 percent). The region’s total GDP grew 8.2 percent to $3.29 trillion.
One bright spot for U.S. tourism: Domestic visitor spending remained resilient at $1.54 trillion, up 0.3 percent year-over-year and 14.3 percent above pre-pandemic levels. Job growth also stayed positive, with the sector adding approximately 242,000 new positions.
The WTTC still sees a window of opportunity. The U.S. will co-host this year’s FIFA World Cup, and, despite negative press around transportation costs and immigration policy turning off potential visitors, the event is expected to bring around 1.24 million international visitors during the tournament period. Will it be enough to turn around the messaging about the U.S.?
“The United States remains the largest travel & tourism market in the world and has an amazing foundation,” Gloria Guevara, president and CEO of the WTTC, said in prepared remarks. “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.”
For travel advisors, the implications are clear: U.S.-based clients may face higher competition pitching domestic and inbound travel against increasingly attractive alternatives in Asia-Pacific, while opportunities to position emerging markets as must-see destinations continue to grow.
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