In a world re-awakening to the value of meaningful travel, Julia Simpson, President and CEO of the World Travel & Tourism Council (WTTC), is emerging as a formidable voice for transformation. From bold projections of economic resurgence to a firm stance on sustainability and digital innovation, her recent engagements have offered a compelling roadmap for the sector’s next era.
“We’re not just bouncing back,” Simpson insists. “The travel and tourism industry is thriving—and it’s only getting stronger.” Backed by the WTTC’s latest data, she projects the industry will contribute a staggering \$16 trillion to the global economy over the next decade, with over 348 million people employed across its spectrum. It’s a story not just of recovery, but of rebirth.
At the heart of this resurgence is a dual commitment to growth and responsibility. “We’re the custodians of some of the world’s most fragile ecosystems,” she emphasizes. “We must grow—but not at the cost of the planet.” Simpson has been vocal about correcting misconceptions, particularly around climate impact: “It’s not just aviation; ground transport is a major contributor to tourism-related emissions, and it needs urgent attention.”
Her emphasis on measurable, inclusive sustainability is echoed in the WTTC’s flagship “Hotel Sustainability Basics” program, which is gaining global traction. With more than 1,300 hotels across 30 countries already verified, Simpson believes the initiative is helping establish a baseline of accountability for even the smallest operators. “Every hotel, no matter its size, should be able to adopt basic sustainability standards. That’s how real change begins.”
But Simpson is equally focused on the future—and it’s one that is increasingly digital. She sees artificial intelligence not as a threat, but a revolution: “The impact of AI on travel will be greater than anything we’ve seen since the invention of the internet. It must be driven from the top—with leadership investing in the right skills to both improve operations and enhance the traveler’s experience.”
Her vision is as global as it is inclusive. In India, she sees one of the fastest-growing tourism economies in the world—“a place where tourism can truly lift communities if governments and businesses work hand in hand.” In the Caribbean, she’s advocating for regional solutions, including the urgent need for a cooperative airline model. “The demand is there. The investors are watching. What we need now is unified action.”
Under Simpson’s leadership, the WTTC is not merely measuring the pulse of the industry—it’s setting the pace. By championing smarter growth, deeper collaboration, and urgent climate responsibility, she’s ensuring the tourism world not only moves forward, but does so with purpose
