Gloria Guevara addressed the 12th Global Tourism Economy Forum in Macao, highlighting the sector’s economic resilience, the importance of easier travel, technological innovation and stronger public-private partnerships.
Global travel and tourism continued to outperform the wider economy in 2025, generating US$11.6 trillion in economic contribution and US$2 trillion in international visitor spending, according to the World Travel & Tourism Council (WTTC). The figures were highlighted as WTTC President and Chief Executive Officer Gloria Guevara addressed the 12th Global Tourism Economy Forum in Macao on 16 October 2026.
The forum, held from 15 to 17 October, brought together government representatives, tourism leaders and business executives to examine the sector’s growth prospects amid geopolitical uncertainty, economic pressures and technological change.
Guevara’s message underscored Asia-Pacific’s growing importance in the global tourism landscape. The region’s recovery and expansion are being shaped by rising travel demand, improved connectivity, evolving visitor expectations and efforts by destinations to make travel more accessible.
Travel and tourism outpaces global economic growth
WTTC’s latest Economic Impact Research shows that travel and tourism’s contribution to the global economy grew by 4.1% in 2025, compared with overall global economic growth of 2.8%. The sector accounted for approximately 9.8% of global GDP and supported 366 million jobs worldwide.
International visitor spending reached US$2 trillion, surpassing its pre-pandemic peak, while international arrivals climbed to a record 1.54 billion, according to WTTC’s research.
The figures underline the sector’s significance not only as a source of visitor expenditure, but also as a driver of employment, investment, infrastructure development and economic activity across destinations.
Asia-Pacific has emerged as an important contributor to this momentum. Its continued expansion offers opportunities for airlines, hotels, tour operators, destination management organisations and tourism-related businesses, although performance varies between markets.
China’s policies and connectivity in focus
China’s approach to travel facilitation, transport connectivity and digital technology featured in the discussion of regional growth. Visa arrangements and simplified entry procedures can influence destination competitiveness by reducing administrative barriers for international visitors.
For tourism markets seeking to attract more international arrivals, the broader lesson is the importance of aligning immigration policy with air connectivity, visitor services and destination readiness.
Technology is also reshaping the visitor experience. Digital tools, artificial intelligence and translation technologies can help travellers navigate unfamiliar destinations, access information and communicate across language barriers. Their effectiveness, however, depends on practical implementation, accessibility and responsible use.
Macao’s tourism-led economy
As host destination, Macao provided a relevant setting for discussions about tourism’s role in economic development. The city’s visitor economy is closely linked to its hospitality, entertainment, retail, food and beverage and events sectors.
Pansy Ho, vice-chair and secretary-general of the Global Tourism Economy Forum, has been a prominent advocate for Macao’s tourism development and international engagement.
For destinations with a strong dependence on visitor spending, sustaining growth requires more than increasing arrivals. Investment in infrastructure, diversified experiences, workforce development and destination management can help strengthen resilience and broaden tourism’s economic benefits.
Building resilience amid uncertainty
The outlook for international travel remains exposed to geopolitical developments, disruptions to air connectivity, economic uncertainty and climate-related risks. Such pressures reinforce the need for tourism businesses and governments to plan for disruption while continuing to invest in long-term growth.
Key priorities for the sector include improving the ease of travel, adopting artificial intelligence and other digital technologies, strengthening destination stewardship, enhancing crisis preparedness, building climate resilience, attracting capital investment, developing infrastructure and expanding the tourism workforce.
These priorities require coordination between public authorities and private-sector operators. Governments influence visa policy, transport infrastructure and destination planning, while businesses invest in accommodation, aviation, attractions, technology and visitor services.
Public-private collaboration is therefore central to turning tourism demand into sustainable economic value. As international travel continues to evolve, destinations that combine accessible entry policies, reliable connectivity, effective infrastructure and high-quality visitor experiences will be better positioned to compete.
The discussions in Macao reinforced a wider message for the industry: travel and tourism remains a major contributor to global economic activity, but sustaining its momentum will depend on how effectively destinations respond to risks, invest in innovation and work across sectors to support resilient growth.
