Valletta, Malta. – The future of global Travel & Tourism will depend increasingly on how effectively the industry combines technology, investment, connectivity and public policy to make travel more seamless, competitive and accessible, WTTC President & CEO Gloria Guevara said during the closing press conference of the 26th WTTC Global Summit in Malta.

Guevara outlined a global agenda built around eight key priorities identified by WTTC, covering some of the industry's most pressing challenges, from traveler mobility and digital transformation to investment, infrastructure, talent and the development of new tourism products.

Among those priorities, biometric identity and digital travel credentials are emerging as one of the most significant opportunities to transform the passenger experience.

WTTC pushes for a new era of biometric travel

Responding to a question from ABC MUNDIAL, Guevara highlighted the importance of biometric technology as part of WTTC's global agenda.

She pointed to airports such as Dubai, where biometric systems are already allowing travelers to move through different stages of the airport journey without repeatedly presenting their passports.

“The traveler doesn't want to spend two or three hours in immigration lines, but above all, doesn't want to show documents five, six or seven times throughout the journey,” Guevara explained.

WTTC is therefore working toward the development of a digital identity for travelers, although Guevara stressed that this will require broad adoption across the travel ecosystem and cooperation with governments.

Airlines, airports, immigration authorities, hotels and cruise companies will all need to be part of the process for a truly seamless travel experience.

According to research presented by Guevara, 85% of people surveyed are willing to use biometrics in exchange for a better travel experience.

Connectivity and mobility remain critical

Guevara stressed that technology alone will not transform tourism. Greater connectivity, easier mobility and more efficient visa systems remain essential to unlocking international travel growth.

She pointed to the differences between regions, noting that destinations able to facilitate movement across borders have a significant competitive advantage.

WTTC is also advocating for stronger multi-destination tourism strategies, allowing travelers to combine several destinations within the same journey while creating economic opportunities across a broader geographic area.

Investment is available — destinations need to be ready

Another major message from Guevara's closing remarks was directed at destinations competing for global tourism investment.

She said that capital and investor appetite already exist, but destinations must create the right conditions for investment to reach the market efficiently.

WTTC has introduced seven investment principles designed to identify destinations that meet key conditions for attracting tourism capital. The organization plans to recognize markets that meet these requirements as being “destination ready,” helping WTTC members identify priority markets for future expansion.

For Guevara, reducing bureaucracy and making it easier for investment to reach destinations will be increasingly important as competition for tourism capital intensifies.

AI is reshaping the industry's efficiency — not simply replacing jobs

Artificial intelligence was another major theme in the discussion.

Guevara highlighted how airlines and other tourism businesses are already using AI to reduce costs, improve personalization and minimize waste. In one example, airlines are using passenger data to better forecast meal preferences, reducing both food waste and operating costs.

Some airlines, she noted, have reported cost reductions of up to 40% through these applications.

Rather than predicting a net loss of tourism jobs, Guevara expects AI to transform the nature of work, particularly in highly automated back-office functions and first-level customer service.

The industry's challenge will therefore be to develop the skills needed for the new roles created by technological transformation.

A global industry with a growing role in economic development

For Guevara, Travel & Tourism's role extends far beyond attracting visitors.

The industry is increasingly positioned as a driver of employment, investment and economic opportunity, particularly when governments and the private sector work together through long-term policies.

Her message from Malta was therefore broader than a discussion about tourism growth: the next phase of global Travel & Tourism will depend on creating a more connected, technologically advanced and investment-ready industry while ensuring that destinations and workers are prepared for rapid change.

The WTTC's eight priorities provide the framework; the challenge now is turning them into coordinated action across the global travel ecosystem.