Valletta, Malta, October 7, 2026. – With a press conference attended by more than 170 journalists from around the world, held on the terraces of the historic Saluting Battery overlooking Valletta and the Grand Harbour, Malta today marked the opening of the agenda for the 26th Global Summit of the World Travel & Tourism Council (WTTC).

The official summit will bring together from tomorrow more than 1,000 delegates, over 200 CEOs and business leaders, and more than 60 government representatives, for an event centered on FUTU[RE]SET and focused on the future of an industry being reshaped by artificial intelligence, investment, connectivity, sustainability, talent and changing traveler behavior.

During the press conference, WTTC Chairman Manfredi Lefebvre once again described the Summit as the “Davos of tourism” and explained that Malta was selected from 21 candidate countries because of its beauty, heritage and, particularly, its strategic location between Europe and Africa.

“We chose Malta for its extraordinary beauty, its historic value and its unique location between Africa and Europe,” Lefebvre said. He also highlighted that WTTC currently represents 210 companies and grew by 30% over the past year.

Gloria Guevara: A US$11.6 trillion sector

WTTC President and CEO Gloria Guevara presented the key figures shaping the global industry. Travel and tourism contributed US$11.6 trillion to the global economy in 2025, representing 9.8% of global GDP, while supporting 366 million jobs, or nearly one in every nine jobs worldwide. In 2026, the global sector is expected to grow by 2.5%.

“If we were a country, we would be the third-largest economy in the world,” Guevara said, highlighting the sector’s resilience despite economic and geopolitical uncertainty.

Europe is showing even stronger prospects, with WTTC projecting 3.1% growth in 2026, while international visitor spending is expected to increase by 5.8%. Guevara stressed that the sector is ready to invest and innovate, but called on governments to create the conditions needed to facilitate travel, strengthen connectivity, develop talent and advance sustainable growth.

She also placed particular emphasis on the next generation. One hundred young people from 40 countries are participating in this year’s Summit, bringing their perspectives to discussions that will help shape the future of the industry.

Malta seeks greater value, not simply more visitors

The CEO of the Malta Tourism Authority, Carlo Micallef, explained that the destination’s objective is not simply to grow visitor numbers.

“We are not just looking to receive more visitors. We want to create greater value, not only economic value, but also social and environmental value,” Micallef said.

Malta’s strategy focuses on sustainable and resilient tourism, incorporating innovation while preserving the destination’s identity and generating tangible benefits for local communities. According to WTTC, travel and tourism is expected to contribute US$4.9 billion to Malta’s economy in 2026, equivalent to 16.9% of the country’s GDP.

Meanwhile, Malta Tourism Authority Chairman Charles Mangion stressed that the challenge is to grow responsibly, noting that tourism cannot be measured solely by visitor numbers or economic performance.

“Tourism is much more than visitor numbers and economic results. At its best, it creates connections. It brings people together,” Mangion said.

He also highlighted the need for governments, businesses, investors and communities to work together in addressing the technological, climate, economic and geopolitical changes facing the industry.

A Summit with a global outlook

Malta will become a meeting point for some of the leading figures in global tourism over the coming days. The official program begins tomorrow with the arrival of all delegates and will continue through Friday with discussions on investment, artificial intelligence, technology, connectivity, talent, sustainability and destination competitiveness.

From Valletta, the opening message was clear: global tourism continues to grow, but the conversation is no longer only about how many travelers arrive at a destination, but how much value tourism creates and how that growth can be sustained over time.

The 2026 WTTC Global Summit will seek to turn that discussion into new partnerships, investments and decisions for the next chapter of global tourism.