WTTC High-Level Meeting in Madrid Examines Global Investment Challenges and Opportunities in Travel & Tourism

The World Travel & Tourism Council (WTTC) has concluded a high-level meeting in Madrid, bringing together global industry leaders, ministers and senior policymakers to examine investment challenges and opportunities across the Travel & Tourism sector worldwide.

The meeting was led by Gloria Guevara, President & CEO of WTTC, and featured the participation of Shaikha Al Nowais, Secretary-General of UN Tourism, alongside senior government representatives and leading global tourism businesses.

Discussions focused on removing barriers to travel, the role of technology in enabling more seamless journeys, strengthening global connectivity, and advancing sustainable tourism that protects the environment while delivering tangible benefits to local communities. A core theme was the importance of public-private partnerships as a catalyst for scaling investment, developing resilient infrastructure, and unlocking long-term growth.

Participants also underlined the importance of legal certainty for investors, continued infrastructure development, and effective government facilitation to unlock private-sector capital and support long-term sector growth.

Travel & Tourism continues to be one of the most powerful drivers of global economic growth. In 2025, more than 1.5 billion people travelled internationally, 80 million more than in 2024, making it the strongest year on record for global tourism. The sector contributed approximately $11.7 trillion to the global economy, representing 10.3 % of global GDP and year-on-year growth of 6.7 %. Gloria Guevara, President & CEO of WTTC

Guevara also highlighted the sector’s critical role in employment. Travel & Tourism supports one in nine jobs globally. Over the next decade, the sector is expected to create 91 million new jobs, or one in three new jobs worldwide, making talent development and skills training an urgent priority.

Shaikha Al Nowais, Secretary-General of UN Tourism, emphasised the importance of safeguarding natural and cultural heritage while ensuring tourism delivers inclusive growth.

My vision is ambitious, but achievable. Real progress requires the reach of the private sector and close collaboration with governments and communities, she said. Investment will be the catalyst for balanced and equitable tourism development, particularly in emerging destinations, while supporting sustainability, entrepreneurship and women across the sector.

Mara Lezama, Governor of the State of Quintana Roo, highlighted the need for inclusive tourism development. Tourism success cannot exist alongside social inequality. Democratising tourism, promoting rural and community-based tourism, and ensuring transparent investment frameworks are essential for shared prosperity, she said.

The meeting convened senior leaders from across the global private sector, including Désirée Bollier, Chair and Global Chief Merchant of The Bicester Collection; Gloria Fluxà, Vice-Chairman and Chief Sustainability Officer of Iberostar; Pansy Ho, Group Executive Chairman of Shun Tak Holdings; José Chapur, Honorary President and Founder of The Palace Company; Juan Vela, Executive Vice President of Grupo Velas; Gabriele Burgio, President and CEO of Alpitour World; Frank Rainieri, Founder and Chairman of Grupo Puntacana; José Carlos Azcárraga, CEO of Grupo Posadas; Jorge Paoli, CEO of Grupo Diestra; Ayhan Bektas, Chairman of Coral Travel Group; and Dillip Rajakarier, CEO of Minor Hotel Group, alongside other global and regional travel executives. Public-sector participation included ministers and vice ministers of tourism from across Latin America, alongside senior representatives from the Japan Tourism Agency and other national tourism authorities.

Closing the meeting, Gloria Guevara announced that WTTC will host a series of regional forums to deepen analysis of sector-specific challenges and opportunities, supporting industry growth, job creation and Travel & Tourism’s contribution to global economic development through enhanced public-private collaboration.