Despite more people taking international trips globally, the United States is losing ground as a top destination, according to new data.
Last year was one of the best years for the travel and tourism sector, with a 4.1% increase in gross domestic product growth, according to the World Travel & Tourism Council's (WTTC) latest economic impact research, sponsored by Chase Travel.
There were 80 million more international travelers in 2025 than in 2024. But many of them are skipping the United States for other locales.
In 2025, North America was the slowest-growing market globally, with the United States rising by less than 1%, WTTC's research found. Meanwhile, the Asia-Pacific region skyrocketed by 8.2% in 2025.
"The U.S. is losing market share, and China could replace it as the world’s largest tourism market within four years if it continues its own rapid growth," Gloria Guevara, president and CEO of WTTC, told USA TODAY. "The U.S. can maintain its leading position if it increases investment and overseas promotion, rebuilds international demand and changes perceptions with a warmer welcome at border entry points."
