The World Travel & Tourism Council (WTTC) played a prominent role at FITUR 2026, held in Madrid from January 21 to 25, reaffirming its position as the leading global voice of the private sector within the travel and tourism industry and a key driver of investment, public-private collaboration and sustainable growth.

WTTC President & CEO Gloria Guevara Manzo was invited to join the official delegation accompanying Their Majesties the King and Queen of Spain during the official opening of FITUR, the most important tourism event worldwide, which welcomed more than 250,000 industry professionals, 10,000 companies, and representatives from 161 countries.

As part of the event, Guevara Manzo chaired the Executive Roundtable, a high-level forum that brought together ministers, government authorities and global business leaders. The discussion focused on strategic investment, international mobility, talent development and sustainable growth as key pillars for the future of global travel and tourism.

Notable public sector participants included Shaikha Al Nowais, Secretary-General of UN Tourism; Jordi Hereu, Spain’s Minister of Industry and Tourism; Takeshi Nakano, Vice Commissioner of the Japan Tourism Agency; Teresa Mera Gómez, Peru’s Minister of Foreign Trade and Tourism; William Rodríguez López, Minister of Tourism of Costa Rica; and Harris Whitbeck, Minister of Tourism of Guatemala.

Private sector leaders also took part, including Frank Rainieri (Grupo Puntacana), Antonio Cosío (Grupo Brisas), Dillip Rajakarier (Minor Hotels), Pansy Ho (Shun Tak Holdings), José Chapur (The Palace Company), Gloria Fluxà (Iberostar), and Desirée Bollier (The Bicester Collection).

One of the key milestones of FITUR 2026 was the signing of a Memorandum of Understanding between WTTC, Spain’s Ministry of Industry and Tourism, and the City of Madrid, officially confirming the relocation of WTTC’s global headquarters to Madrid, strengthening Spain’s role as a global tourism hub.

Throughout FITUR, Gloria Guevara Manzo also engaged in multiple high-level forums, innovation events and bilateral meetings with authorities from Europe and Latin America, including governors and tourism ministers from Mexico, the partner country of this year’s edition.

With more than three decades of experience, WTTC continues to lead data-driven research on the economic and social impact of travel and tourism, supporting policy-making, strengthening awareness and fostering public-private collaboration to ensure the sector remains a powerful engine for global economic growth and sustainable development.