The World Travel & Tourism Council, or WTTC, brings together travel and tourism business leadership. Its work includes research into the sector’s economic impact and engagement with governments and other stakeholders. It is an industry organisation with a policy and research role. Source: World Travel & Tourism Council: About us

Read the measure before quoting it

When using a tourism figure, record the country, year, measure and whether the value is an estimate or forecast. Link to the original report. This makes the claim understandable and helps avoid mixing different measures in the same comparison.

Use research at the right scale

Treat sector research as context for a business plan, then add evidence about your own audience and sales. Explain where the two differ. A global tourism trend can inform a discussion, but your proposed action still needs a reason that fits your business.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Practical checks are Travelgenix editorial guidance.