The World Travel & Tourism Council (WTTC) announced that Gloria Guevara has been appointed as President & CEO by its Operating Committee, taking the helm to shape the future of the private sector for members and unlock investment and job creation.

Returning to the role she successfully held from 2017 to 2021, Gloria Guevara has more than three decades of experience at the highest levels of government and across the public and private sectors, bringing strategic vision and collaborative leadership to the heart of WTTC.

Via previous leadership roles including Secretary of Tourism in Mexico, Chief Special Adviser to the Saudi Arabia Minister of Tourism, Special Adviser on Government Affairs at the Harvard TH Chan School of Public Health, and Board positions at AMEX Global Business Travel, HSBC Mexico, Playa Hotels and Resorts and Palace Company, Gloria has been voted as one of the most influential figures in global tourism by several leading media outlets; has been highly commended for her collaborative approach to resolving major international issues in tourism, healthcare and technology and acknowledged for her transformative leadership in crisis management. Gloria also helped Travel & Tourism’s recovery during the Covid pandemic with her focus on close collaboration between the public and private sectors.

Her appointment as CEO signals a renewed focus on strengthening WTTC’s global relevance, enhancing member services, and driving advocacy for the Travel & Tourism industry worldwide. WTTC’s members have a global footprint across all key parts of the sector, from hotels to aviation to cruise lines, healthcare and technology.

Gloria Guevara, WTTC President & CEO, said: “I am honoured to return to WTTC after the most successful year in the sector’s history. 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 other services to the Travel & Tourism industry. Supported by our valued members, who are the most important asset of WTTC, my focus will be on delivering a dynamic new era for the organisation and fostering close collaboration between public and private sectors.”

Manfredi Lefebvre, who from June 2025 oversaw WTTC’s last Global Summit in Rome and was then appointed as WTTC Chairman in September, added: “Gloria’s leadership and experience are exactly what WTTC needs as we enter this next chapter. Her return enables us to strengthen our talented team, expand our membership, and drive global advocacy with renewed energy and focus. Over 15 new companies are currently in the membership pipeline, alongside organisations returning after previously stepping away. The strong demand from countries wanting to host our annual Global Summits demonstrates WTTC’s continued relevance and the value we provide to members across the Travel & Tourism sector.”

Under Gloria’s leadership, WTTC will continue to deliver high-quality Global Summits, the next being in Malta in October 2026; an additional cruise event in May; expand membership with a focus on SMEs as well as high-value organisations; and engage with existing members individually as part of WTTC’s own advocacy programme. The organisation is committed to building a high-performing, globally focused team capable of meeting the sector’s evolving needs and delivering value to members worldwide.

WTTC enters 2026 with renewed momentum, a clear global strategy, and a strengthened leadership team, ensuring the organisation remains a strong and effective voice for the Travel & Tourism industry around the world.