The World Travel & Tourism Council (WTTC), the global representative body of the private Travel & Tourism sector, has announced the appointment of Gloria Guevara as its new President & Chief Executive Officer. The decision was taken by WTTC’s Operating Committee, entrusting her with the responsibility of steering the organisation’s future agenda, strengthening private-sector leadership and accelerating investment and employment across the industry.
Gloria Guevara returns to the role after previously leading WTTC between 2017 and 2021, a period marked by strong industry collaboration and decisive leadership during times of global disruption. With over 30 years of experience spanning government, international institutions and the private sector, she brings a deep understanding of policy, advocacy and global tourism dynamics to the organisation.
Her career includes senior roles such as Mexico’s Secretary of Tourism, Chief Special Adviser to the Minister of Tourism of Saudi Arabia, and advisory positions at institutions including the Harvard TH Chan School of Public Health. She has also served on the boards of leading global organisations across travel, finance and hospitality, contributing to strategic decision-making at the highest level. Widely recognised by international media as one of the most influential voices in global tourism, Guevara is particularly noted for her collaborative approach and her role in guiding the sector’s recovery during the Covid-19 crisis through close public–private coordination.
Her return as President & CEO signals a renewed emphasis on enhancing WTTC’s global influence, strengthening engagement with its diverse membership base and advancing advocacy efforts for the Travel & Tourism sector worldwide. WTTC represents companies across the full tourism value chain, including hospitality, aviation, cruise, healthcare and technology, giving it a truly global footprint.
Looking ahead, WTTC will continue to host its flagship Global Summits, with the next edition scheduled to take place in Malta in October 2026, alongside a dedicated cruise-focused event planned for May. The organisation also aims to broaden its membership, with increased focus on small and medium enterprises as well as high-value global organisations, while deepening one-on-one engagement with existing members through targeted advocacy initiatives.
As WTTC moves into 2026, the organisation does so with renewed momentum, a clear strategic direction and strengthened leadership, reinforcing its position as a unified and influential voice for the global Travel & Tourism industry.
