Gloria Guevara appointed to lead WTTC into a dynamic new era as President and CEO

Gloria Guevara has been reappointed as President & CEO of the World Travel & Tourism Council (WTTC), marking a significant leadership return after previously holding the role from 2017 to 2021.

Date & Place:
Announced on 19 January 2026 in London.

Experience:
Over 30 years across government, public, and private sectors.
- Former Secretary of Tourism in Mexico.
- Adviser to Saudi Arabia’s Minister of Tourism.
- Roles at Harvard’s School of Public Health, AMEX Global Business Travel, HSBC Mexico, Playa Hotels & Resorts, and Palace Company.

Reputation:
Recognized globally as one of the most influential figures in tourism, praised for collaborative crisis management and leadership during the COVID-19 recovery.

Vision for WTTC:
- Unlock investment, growth, and job creation.
- Strengthen WTTC’s global relevance and member engagement.
- Deliver world-class research and advocacy.
- Foster collaboration between public and private sectors.

WTTC’s Next Steps Under Her Leadership
- Global Summits: Next major summit in Malta, October 2026, plus an additional cruise-focused event in May.
- Membership Expansion: Over 15 new companies in the pipeline, with a focus on SMEs and high-value organizations.
- Advocacy: Deepening engagement with members and governments to drive sustainable growth.

Manfredi Lefebvre, WTTC Chairman, emphasized that Guevara’s leadership will strengthen the team, expand membership, and energize global advocacy.