WTTC Announces Global Priorities to Unlock Growth and Drive Transformation in Travel and Tourism Forward

The World Travel & Tourism Council (WTTC) has defined eight strategic priorities, now formally approved by its Executive Committee, to guide the future of the global Travel & Tourism private sector. These priorities reflect the needs and perspectives of the global private sector, reinforcing WTTC’s commitment to unlocking growth, maximizing the sector’s potential guiding investment decisions, and driving meaningful transformation across the industry.

Eight Strategic Priorities
1. Safe & seamless journeys – advancing digital standards and biometrics.
2. Destination stewardship – tackling overcrowding and unmanaged travel.
3. Climate & sustainability – accelerating environmental initiatives.
4. Emerging technologies – harnessing AI, robotics, and digital innovation.
5. Crisis preparedness – strengthening management and recovery frameworks.
6. Global connectivity – expanding travel corridors and aviation links.
7. Workforce development – supporting talent retention and mobility.
8. Investment & growth policies – promoting frameworks that unlock capital and opportunities.

Supporting Enablers
- Research and data insights.
- Policy advocacy and coalition building.
- Global campaigns and convening power.
- Strong digital agenda.
- Engagement with SMEs (over 4,000 involved in WTTC’s Together in Travel initiative).

Leadership Perspective
Gloria Guevara, WTTC President & CEO, emphasized that these priorities reflect the breadth and diversity of WTTC’s membership—from airlines and airports to hotels, cruises, car companies, and technology enterprises. She stressed that lasting progress requires public-private collaboration.

Why It Matters
This agenda positions WTTC as the global voice of the private sector in Travel & Tourism, aiming to:
- Drive innovation.
- Strengthen partnerships.
- Deliver long-term sustainable growth.