With growth slowing and families struggling to make ends meet, it is an appalling injustice when money ends up in the hands of criminals – money that could be spent on much-needed global growth and development” // GLORIA GUEVERA Gloria Guevara rejoined the World Travel & Tourism Council as president and CEO in January 2026. During her previ- ous stint in the same role (2017–2021), she consolidated the organisation’s position as the global voice of the private travel and tourism sector. Other high-profile roles Gloria has held throughout her distinguished career include chief special adviser to the minister at the Ministry of Tourism of Saudi Arabia, and Mexico’s secretary of tourism – a position she was appointed to by President Felipe Calderón.
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since 2019 – demonstrating how travel and tourism have steadily generated more economic value while producing fewer emissions. Our data shows that travel and tourism supported 366 million jobs worldwide in 2025 – accounting for 10.9% of total global employment and for one in three new roles created around the globe. For many developing countries and rural communities, tourism is the pri- mary engine of social mobility and the most effective tool to tackle poverty. However, the well-being of the sector is inextricably linked to the well-being of the planet. When we protect a coral reef or preserve a historic highland village, we are protecting a capital asset that pro- vides livelihoods for generations. Our research indicates that the foun- dation of this resilience often lies at home. In 2025, domestic visitor spend- ing hit $5.63 trillion globally, growing 3.7% compared to the previous year. This homegrown demand is vital, especially as we navigate the uneven recovery of inter- national visitor spending. A NEW ERA OF LEADERSHIP AND ACTION Under my renewed leadership, WTTC is shifting from quantifying impact to driving measurable transformation. We have established eight strategic pillars to guide this new era:
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Enabling safe and seamless travel through digitalisation and biometrics; Destination stewardship and overcrowding; Climate action initiatives such as the ocean and circular economy; Harnessing new technologies including robotics and artificial intelligence; Crisis preparedness, management and recovery; Expanding connectivity (air, land, sea) and creating new travel corri- dors (e.g., the Global South); Workforce – recruiting, attract- ing and retaining talent, and skills development; and Policies to foster investment and new growth opportunities.
2025, the path forward is complex, with our latest EIR data showing that the global recovery is continuing at different speeds across regions. For instance, travel and tourism GDP in the United States climbed 1%, to $3.05 trillion, reflecting continued challenges in international visitor recovery and more mature market dynamics. International visitor spending for the US fell 4.6% to $176 billion in 2025, as tourist numbers dipped 5.5% during the same period. This stands in stark contrast to US domestic spending, which hit $1.54 tril- lion and sits 14.3% above pre-pandemic levels. Global international spending reached $2.02 trillion overall for 2025, but the gaps in major destinations like the US highlight why policy decisions and invest- ment in connectivity are so defining. AREAS OF FOCUS FOR G7 LEADERS As G7 leaders prepare to meet in Évian this June, they have a unique opportunity to initiate a global shift by focusing on three critical areas: • Incentivise green investment: provide fiscal frameworks to de-risk sustaina- ble infrastructure and the production of sustainable aviation fuel; • Harmonise sustainability standards: create a unified global framework for environmental report- ing; and • Foster ‘nature positive’ policies: inte- grate biodiversity conservation into national tourism strategies. Travel and tourism together are a force for good, fostering peace and driving unparalleled economic growth. By choos- ing a sustainable path today, we ensure that the wonders of the world, and the $11.6 trillion economy they support, will continue to thrive for the travellers of tomorrow.
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WTTC’s environmental and social research now provides comprehen- sive data on greenhouse gas emissions and water usage, allowing our mem- bers – which include the CEOs of the world’s leading hotels, airlines, airports, cruise lines, tour operators, technology platforms and destinations – to set sci- ence-based targets for net-zero emissions.
THE CHALLENGES OF AN UNEVEN RECOVERY
While the travel and tourism industry reported record-breaking numbers in
“For many developing countries and rural communities, tourism is the primary engine of social mobility and the most effective tool to tackle poverty. However, the well-being of the sector is inextricably linked to the well-being of the planet”
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