The World Travel & Tourism Council (WTTC) has concluded a high-level meeting in Madrid, bringing together global industry leaders, ministers, and senior policymakers to review investment challenges and emerging opportunities across the global Travel & Tourism sector.

The meeting was led by Gloria Guevara, President & CEO of WTTC, and saw the participation of Shaikha Al Nowais, Secretary-General of UN Tourism, along with senior government representatives and leaders from major global tourism businesses.

Key discussions focused on easing barriers to travel, using technology to enable smoother journeys, strengthening global connectivity, and advancing sustainable tourism that protects the environment while delivering real benefits to local communities. A major theme throughout the meeting was the role of public-private partnerships in driving investment, building resilient infrastructure, and supporting long-term sector growth.

Participants also highlighted the importance of legal certainty for investors, continued infrastructure development, and proactive government support to unlock private-sector capital and encourage sustained growth across the industry.

“Travel & Tourism continues to be one of the most powerful drivers of global economic growth. In 2025, more than 1.5 billion people travelled internationally, 80 million more than in 2024, making it the strongest year on record for global tourism,” said Gloria Guevara, President & CEO of WTTC. “The sector contributed approximately $11.7 trillion to the global economy, representing 10.3 % of global GDP and year-on-year growth of 6.7 %.”

Guevara also underlined the sector’s role as a major employment generator. “Travel & Tourism supports one in nine jobs globally. Over the next decade, the sector is expected to create 91 million new jobs, or one in three new jobs worldwide, making talent development and skills training an urgent priority.”

Shaikha Al Nowais, Secretary-General of UN Tourism, stressed the need to protect natural and cultural heritage while ensuring tourism growth remains inclusive. “My vision is ambitious, but achievable. Real progress requires the reach of the private sector and close collaboration with governments and communities,” she said. “Investment will be the catalyst for balanced and equitable tourism development, particularly in emerging destinations, while supporting sustainability, entrepreneurship and women across the sector.”

Mara Lezama, Governor of the State of Quintana Roo, spoke about the importance of inclusive development. “Tourism success cannot exist alongside social inequality. Democratising tourism, promoting rural and community-based tourism, and ensuring transparent investment frameworks are essential for shared prosperity,” she said.

The meeting brought together senior leaders from the global private sector, including representatives from The Bicester Collection, Iberostar, Shun Tak Holdings, The Palace Company, Grupo Velas, Alpitour World, Grupo Puntacana, Grupo Posadas, Grupo Diestra, Coral Travel Group, and Minor Hotel Group, among others. Public-sector participation included ministers and vice ministers of tourism from across Latin America, as well as senior representatives from the Japan Tourism Agency and other national tourism authorities.

Concluding the meeting, Gloria Guevara announced that WTTC will host a series of regional forums aimed at deeper analysis of sector-specific challenges and opportunities. These forums will support industry growth, job creation, and strengthen Travel & Tourism’s contribution to the global economy through enhanced public-private collaboration.