Just days before the World Travel & Tourism Council (WTTC) Global Summit in Rome, interim CEO Gloria Guevara delivered a powerful message: “Tourism is breaking records in 2025 and will be the engine of economic growth for the next decade.” Her statement captures the momentum with which the industry approaches its most important annual gathering, set for September 28–30 in the heart of Italy.

Far from being merely a leisure activity, tourism is consolidating itself as a global economic force. According to WTTC data, Europe leads with 51% of the 1.5 billion international trips, contributing in 2024 €1.8 trillion to the EU’s tourism GDP (10% of the total) and posting 5% year-on-year growth. In Latin America, the sector is expected to contribute US$360 billion to the regional GDP (7.5%) and 17.5 million jobs. In Mexico, the combined direct, indirect and induced impact already reaches 14.9% of GDP and 7.7 million jobs.

“We continue to break records. This year we will report the highest figures in history for contribution and employment. Tourism confirms itself as a strategic generator of development and opportunities,” Guevara said during a virtual press conference with media from Latin America and Spain.

An Unprecedented Forum

The summit will bring together more than 1,400 participants, 310 presidents and global CEOs, and representatives from nearly 70 governments. Italy, as host and G7 member, will welcome Prime Minister Giorgia Meloni at the opening and the Senate President at the closing session. The event is co-organized by Italy’s Ministry of Tourism, led by Daniela Santanché, and the national tourism agency ENIT.

The list of speakers includes top executives from Marriott, Royal Caribbean, American Express Travel, Virtuoso, Accor, MSC, Palace Resorts, Radisson, Meliá Hotels International, City Sightseeing, as well as Trip.com, Microsoft, IHG, Amadeus, Viking and Ant International (Alipay), alongside destination marketing organizations such as Turespaña, Atout France and Brand USA.

Agenda: AI, Sustainability and Connectivity

The program will feature plenary sessions on artificial intelligence and data, resilience and crisis management, connectivity and transport, generational trends, visas, biometrics and facilitation, taxation and investment opportunities in secondary and tertiary cities. “We will discuss innovation, AI, sustainability, resilience and the public-private work that will be essential for growth in the next decade,” Guevara emphasized.

Keys to Growth

The WTTC will present its 2025 Annual Economic Report and a 10-year forecast projecting that one in every three new jobs globally will be linked to tourism, compared to one in four before the pandemic. To sustain this pace, Guevara stressed the need for more agile visas, biometric systems and frictionless travel to attract investment and boost productivity.

“What companies need from governments is to work hand-in-hand with public policies that facilitate the movement of people and investment,” she stated. Guevara distinguished between policies addressing illegal migration and the urgency of facilitating legal migration for tourists and travelers, warning that higher visa costs could dampen demand.

Resilience and Diversification

While acknowledging localized impacts from conflicts in Ukraine and the Middle East, Guevara highlighted the sector’s resilience and the strength of indicators such as occupancy, investment and air traffic. Regarding overtourism, she praised Europe’s approach of decentralizing visitor flows toward secondary and tertiary destinations, and urged Latin America to bet on multi-destination packages and regional coordination. “There is a great opportunity for our governments to lead multi-destination travel. If someone visits Mexico, they should also be able to go to Colombia or Panama; if they arrive in Argentina, they can connect to Chile, Brazil or Uruguay,” she proposed.

Guevara explained that she assumed the interim role to ensure the success of this strategic summit and revealed that the next global venue is already decided and will be announced in Rome, while 2027 and regional summits remain open with Colombia, Bahrain, South Korea, China, Mexico and Greece expressing interest.