The World Travel & Tourism Council (WTTC) has appointed Gloria Guevara as its new President & CEO, marking her return to the role she previously held from 2017 to 2021, as the organisation looks to accelerate investment, job creation and global advocacy across the Travel & Tourism sector.
The appointment was confirmed today by WTTC’s Operating Committee and comes at a pivotal moment for the private-sector body, which represents leading companies across hotels, aviation, cruise, technology and healthcare worldwide.
With more than 30 years of experience spanning senior government roles and global private-sector leadership, Guevara is set to steer WTTC into its next phase of growth, relevance and international influence.
A Proven Leader Returns to WTTC
Gloria Guevara is widely regarded as one of the most influential figures in global tourism, having previously led WTTC through a period of rapid expansion and industry alignment.
Her career includes senior leadership roles such as:
- Secretary of Tourism for Mexico
- Chief Special Adviser to the Saudi Arabia Minister of Tourism
- Special Adviser on Government Affairs at Harvard T.H. Chan School of Public Health
- Board roles at AMEX Global Business Travel, HSBC Mexico, Playa Hotels & Resorts, and Palace Company
She also played a central role in coordinating Travel & Tourism’s recovery during the Covid-19 pandemic, championing close collaboration between governments and the private sector at a global level.
Why It Matters
WTTC’s leadership reset signals a renewed push to strengthen the organisation’s global footprint at a time when Travel & Tourism is entering a new growth cycle.
Key implications for the sector include:
- Stronger global advocacy for Travel & Tourism at government level
- Increased focus on investment and job creation across mature and emerging markets
- Expanded member engagement, including SMEs alongside major global brands
- Greater emphasis on data-led research and policy influence
With over 15 new companies already in WTTC’s membership pipeline and growing demand from destinations to host its Global Summits, the organisation is positioning itself for broader representation and deeper impact.
Leadership Vision for the Next Chapter
Speaking on her appointment, Gloria Guevara said her priority will be unlocking the sector’s full potential while strengthening WTTC’s role as a unifying global voice.
“My priority will be to help unlock potential, investment, growth and jobs in the sector; rebuild a stronger, globally representative WTTC; deepen engagement with members; and ensure that WTTC continues to deliver world-class research, advocacy and services to the Travel & Tourism industry.”
WTTC Chairman Manfredi Lefebvre added that her return brings renewed momentum and strategic clarity as the organisation enters its next chapter.
“Gloria’s leadership and experience are exactly what WTTC needs as we expand our membership and drive global advocacy with renewed energy and focus.”
What’s Next for WTTC
Under Guevara’s leadership, WTTC plans to:
- Deliver high-profile Global Summits, including the next flagship event in Malta in October 2026
- Launch an additional cruise-focused event in May
- Expand membership with a stronger focus on SMEs and high-value organisations
- Deepen one-to-one engagement with existing members as part of WTTC’s advocacy programme
The organisation is also investing in building a high-performing, globally distributed team to meet the evolving needs of the sector.
At a Glance
- Who: Gloria Guevara
- Role: President & CEO, World Travel & Tourism Council
- Why now: Renewed focus on growth, investment and global advocacy
- Background: Former Mexico Tourism Secretary; senior adviser roles across government, health and tourism
- What’s next: Global Summit in Malta (Oct 2026), expanded membership, stronger public–private collaboration
As WTTC heads into 2026, the return of a familiar and highly respected leader underscores its ambition to remain a powerful, credible and forward-looking voice for the global Travel & Tourism industry.
Also read WTTC Selects Madrid as New Global Office to Power Next Phase of Tourism Growth
