By David Del Valle
Published on
Italian Prime Minister Giorgia Meloni opened the 25th World Travel & Tourism Council Global Summit in Rome on Monday, which for two days brings together representatives of more than 65 governments and more than 300 senior executives from the world’s leading tourism companies.
The summit returns to Europe for the first time since the pandemic, reflecting “the region’s global leadership”, with five of the top ten travel and tourism markets contributing to tourism GDP. The event aims to be a global platform to set the agenda for innovation, collaboration and growth over the next decade.
For two days, senior executives from the global tourism sector, government leaders and experts in innovation and sustainability are addressing topics such as AI and digitalisation in the travel and tourism industry. They will also discuss resilience in the sector, the challenges of the industry in the current context, the importance of tourism as a driver of global development and the contribution of transport to tourism growth.
The opening ceremony featured a special performance by the renowned Italian tenor Andrea Bocelli. With the theme ‘La Grande Bellezza (del Viaggio)’ (‘The Great Beauty of Travel’), the event focuses on how tourism can continue to be an engine of economic growth, a generator of employment and a bridge between cultures.
Europe as a leader in international tourism
The latest WTTC report reveals that Europe continues to lead the world in tourism, with France as the most visited destination on the planet, generating more than €246 billion in 2024. Spain, the second most visited country, added €230 billion thanks to the strength of its tourism sector.
Germany, considered the third most powerful travel and tourism market in the world, contributed €447 billion to its GDP in 2024. Italy reached €212 billion, driven by international visitor spending and a booming meetings and events industry. The UK added €313 billion to its economy, consolidating its position as one of the most dynamic tourism markets.
“These results tell a story of strength and opportunity. The United States remains the world’s largest travel and tourism market, China is rebounding, Europe is advancing, and destinations in the Middle East, Asia and Africa are recording record growth,” WTTC Acting Executive Director Gloria Guevara said.
Guevara added that “this year our sector will contribute a historic €1.7 trillion in 2025, surpassing the previous record of €1.62 trillion in 2019”.
“This summit marks a turning point: tourism is positioning itself as the backbone of the global economy. With the participation of world-class leaders, we will explore new opportunities and foster innovation in the sector.”
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