Report: Tourists Increasingly Bypass U.S. for China

A recent report from the World Travel & Tourism Council (WTTC) paints a concerning picture for the U.S. tourism industry, revealing a notable decline in international visitors for 2025. With a 5.5% drop in arrivals and a 4.6% decrease in spending, the U.S. is losing ground in the global travel market. This trend is particularly worrying given that 2025 was a record-breaking year for global tourism overall, with 80 million more people traveling worldwide. The data suggests that a significant number of these travelers consciously chose destinations other than the United States.

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The U.S. tourism sector is at a pivotal moment.

The decline is not uniform across all source markets, but the impact from Canada has been substantial, with 4.2 million fewer travelers. Germany also saw a marked decrease, alongside notable drops from India and France. This shift is occurring at a critical juncture for the U.S. tourism sector, which has long been a global leader. The WTTC warns that a deteriorating image could allow China, already the world's second-largest market, to surpass the U.S. in tourism prominence.

In stark contrast, China's tourism sector is experiencing robust growth. In 2025, it contributed $1.75 trillion to China's GDP, a 9.9% year-on-year increase, and supported 84.6 million jobs. Foreign tourist spending in China rose by 10.5% to $135 billion. The Asia-Pacific region, in general, is identified as the fastest-growing tourism market globally. China welcomed approximately 150 million foreign guests last year, significantly more than the 68 million who visited the U.S.

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The United States should focus on rebuilding its image and leverage the potential of major international events, including the upcoming World Cup.

WTTC President Gloria Guevara suggests that the U.S. needs to focus on rebuilding its image and leverage major international events, such as the upcoming World Cup, to attract tourists. While the World Cup is expected to draw about 1.24 million foreign fans, it represents an opportunity to promote the U.S. as an attractive and open destination. Jason Wynn, president of Chase Travel, which co-authored the report, emphasizes that a series of global events scheduled up to 2028 offer a unique chance for the U.S. to attract new travelers and strengthen international relations. Despite these challenges, the U.S. tourism sector remains a significant employer, providing 20.4 million jobs in 2025.

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organizing subsequent global events until 2028 gives the United States a unique opportunity to attract new travelers and strengthen international relations.