World Travel & Tourism Council (WTTC) maps the future of global travel sector

REPORT – MARKETHUB 2025 – PORTUGAL: Nejc Jus, Director of Research at the World Travel & Tourism Council (WTTC), shared valuable insights during his speech at the MarketHub 2025 by HBX conference in Algarve, Portugal. Highlighting key travel trends and challenges, Jus emphasized the significant role of the WTTC in supporting sustainable growth within the industry.

According to the World Travel & Tourism Council (WTTC), international tourism is fully recovered, with global tourist arrivals in 2024 reaching pre-pandemic 2019 levels. Jus forecasts an annual growth rate of nearly 7% over the next five years, identifying Croatia, Greece, and Germany as top-performing destinations. By 2034, travel and tourism are anticipated to contribute nearly $15 trillion, or over 11% of global GDP, showcasing the sector’s robust economic potential.

Jus underlined that sustainability is vital for this growth trajectory. The WTTC’s recent data indicates that tourism accounted for 6.5% of global emissions in 2023, down from 7.8% in 2019, suggesting improvements in energy efficiency. Nonetheless, Jus emphasized the necessity of reducing absolute emissions and increasing investment in low-carbon energy, currently accounting for just 6% of the sector’s energy usage.

Addressing the workforce challenge, Jus noted the WTTC’s projections of nearly 450 million tourism-related jobs within the next decade. However, achieving this hinges on successfully managing perceptions, improving working conditions, sourcing local talent, and leveraging technology to enhance workforce skills.

The WTTC also advocates for technological innovation, highlighting its recent reports on digital technologies, financial innovation, future mobility solutions, and breakthroughs such as artificial intelligence and sustainable energy sources. Jus called on businesses to actively engage with these innovations or risk being left behind in a rapidly evolving industry landscape.

In conclusion, the World Travel & Tourism Council (WTTC) is guiding the global travel sector towards balanced growth, emphasizing sustainability, workforce development, and technological innovation as critical components for future success.