The decision to explore a new base is linked, according to the information published, to the objective of reducing operating costs, improving administrative efficiency, and positioning the organization in an environment that enables stronger international connectivity. Importantly, the analysis is not limited to financial considerations. It also includes factors such as the ability to attract and retain international talent, regulatory conditions, institutional stability, quality of life for professionals, and proximity to political and economic decision-making centres relevant to travel and tourism.
WTTC has emphasized that the process is being handled with rigor and transparency, and that the final decision will reflect the chosen city’s capacity to support the organization’s mission at a critical moment for the sector. Global tourism is undergoing significant transformation driven by digitalization, sustainability requirements, responsible visitor-flow management, and the growing expectation that tourism should deliver more balanced economic and social benefits across destinations.
Barcelona and Madrid stand out as major tourism and business hubs, supported by extensive air connectivity and long-standing experience in hosting international events. In recent years, both cities have also intensified efforts to promote a more sustainable and diversified tourism model, aligning their positioning with the strategic priorities increasingly shaping the global agenda. Spain’s overall weight in international tourism—both in volume and in its capacity for innovation in destination governance—adds further relevance to these candidacies.
Dubai, meanwhile, offers a distinctly strategic geography between Europe, Asia, and Africa, coupled with an environment that has been designed to attract international organizations. The city’s strong investment in world-class infrastructure, its clear focus on tourism as an economic engine, and its track record in securing major corporate headquarters and global events reinforce its profile as a potential platform from which WTTC could expand influence across fast-growing markets.
Paris, Milan, and Geneva bring additional and complementary strengths. The French capital combines global tourism leadership with a powerful institutional and diplomatic ecosystem. Milan contributes the profile of a major economic and business centre with increasing prominence in urban tourism and the meetings and events segment. Geneva, for its part, provides a well-established base for international organizations, backed by a tradition of global governance and a strategic location in the heart of Europe.
The final choice will likely carry significance well beyond WTTC’s internal operations. The selected city would gain heightened international visibility as a centre for tourism leadership, policy dialogue, and industry coordination, while benefiting from the institutional activity, high-level meetings, and global relationships generated by WTTC’s work. At a time when tourism is redefining itself as a strategic driver of development, the location of an organization such as WTTC has both symbolic and practical weight.
WTTC is expected to announce its decision in the coming months once technical assessments and final evaluation rounds are completed. Until then, the process continues to draw considerable attention across the global tourism industry, reflecting the understanding that this shift is not merely about a new address, but about positioning for the challenges and opportunities that will shape the future of travel and tourism worldwide.
