Gloria Guevara named President and CEO of the World Travel & Tourism Council

The World Travel & Tourism Council (WTTC), the global private‑sector voice for travel and tourism, announced today that Gloria Guevara has been re‑appointed as its President and Chief Executive Officer. The decision was taken by the WTTC Operating Committee.

Guevara previously held the position from 2017 to 2021 and brings more than thirty years of experience across government, public and private sectors. Her former roles include Secretary of Tourism of Mexico, senior adviser to the Saudi Minister of Tourism, and special adviser on government affairs at Harvard’s T.H. Chan School of Public Health. She has also served on the boards of American Express Global Business Travel, HSBC Mexico, Playa Hotels & Resorts and Palace Company.

Her return signals a renewed focus on strengthening WTTC’s relevance worldwide, improving services for members, and intensifying advocacy for the travel and tourism industry. WTTC’s membership spans airlines, hotels, cruise lines, tour operators, technology firms and other key players.

In her opening remarks, Guevara said she is honoured to lead the organisation after a record‑breaking year for the sector. She highlighted priorities such as unlocking investment, creating jobs, expanding membership – especially among small and medium‑sized enterprises – and deepening collaboration between public and private stakeholders.

WTTC Chairman Manfredi Lefebvre added that Guevara’s leadership is essential for the next phase of growth. He noted that more than fifteen new companies are in the membership pipeline and that interest in hosting future Global Summits remains strong.

Under the new leadership, WTTC will continue to deliver its flagship Global Summit, scheduled for Malta in October 2026, as well as a dedicated cruise event in May 2026. The council will also expand its research, advocacy and member‑engagement programmes throughout the year.