Madrid, Spain — The World Travel & Tourism Council (WTTC) has announced the appointment of Gloria Guevara Manzo as its new President and CEO, marking the beginning of a renewed and strategically significant chapter for the organization representing the global private travel and tourism sector. The announcement comes just days before the opening of FITUR in Madrid, one of the world’s most influential tourism fairs.

Guevara returns to the role she successfully held between 2017 and 2021, bringing more than three decades of experience across the public and private sectors. Her leadership will focus on strengthening WTTC’s global relevance, enhancing member services, expanding and diversifying its membership, advancing industry advocacy, and unlocking investment and job creation worldwide.

A Timely Appointment Amid Global Governance Challenges

Guevara’s return takes place at a time when global tourism governance is under increasing strain. Political polarization, weakening multilateral cooperation and diverging national policies have reduced traditional coordination mechanisms, placing greater responsibility on the private sector to help stabilize global tourism leadership.

In this context, the WTTC — which represents the world’s largest tourism companies, with more than 30% of its members headquartered in the United States — is increasingly viewed not only as an advocacy body, but as a de facto stabilizing force for international tourism cooperation.

Guevara’s Vision for the WTTC

“It is an honor to return to the WTTC following the most successful year in the sector’s history,” Guevara said. “My priority will be to drive growth, investment, and job creation, rebuild a stronger and more globally representative WTTC, deepen collaboration with our members, and ensure we continue delivering world-class research, advocacy and services to the Travel & Tourism industry.”

She emphasized the importance of reinforcing collaboration between the public and private sectors, highlighting WTTC members as the organization’s most valuable asset.

Strong Backing from WTTC Leadership

WTTC Chairman Manfredi Lefebvre welcomed Guevara’s return, noting that her leadership arrives at a critical moment. “Gloria’s experience and vision are exactly what the WTTC needs as we enter this new phase,” he said. “More than 15 new companies are currently in the process of joining, alongside organizations that are returning after stepping away. The strong demand from countries seeking to host our Global Summits reflects the continued relevance and value of the WTTC.”

Lefebvre, who oversaw the most recent WTTC Global Summit in Rome and was appointed Chairman in September, stressed that the organization is gaining renewed momentum across the global tourism ecosystem.

A Proven Leader in Times of Crisis

Guevara previously served as Mexico’s Secretary of Tourism and as Chief Special Advisor to the Minister of Tourism of Saudi Arabia, where she contributed to one of the most ambitious tourism transformations in the world. During the COVID-19 pandemic, her leadership at the WTTC resulted in the creation of the Safe Travels protocols, which were adopted globally and became a benchmark for the sector’s response to the crisis.

Her background also includes advisory roles at the Harvard T. H. Chan School of Public Health and senior positions in multinational corporations, giving her a unique combination of policy, health, private sector and crisis management expertise.

WTTC’s Expanding Global Role

The WTTC’s decision to relocate its global headquarters to Madrid reflected more than operational considerations following Brexit. It signaled a broader strategic repositioning, aligning the organization more closely with international tourism institutions and global decision-making centers.

Under Guevara’s leadership, the WTTC has expressed its intention to expand its membership, including greater representation for small and medium-sized enterprises (SMEs), which have long been underrepresented in global tourism governance.

Looking ahead, the WTTC agenda includes the Global Summit in Malta in October 2026, additional sector-specific events and a more robust advocacy program — increasingly positioning the organization as a platform for global tourism diplomacy.

A Leadership Moment for Global Tourism

With Gloria Guevara back at the helm and Madrid as its global base, the WTTC is positioning itself as a central pillar of global tourism leadership at a time when such leadership is urgently needed.

Beyond the organization itself, this appointment raises a broader question: who leads global tourism when traditional governance structures are under pressure.