WTM London 2025: Tourism ministers analyze future keys

06-11-25

Within the framework of WTM London 2025, tourism ministers from various countries agreed that the sector’s future depends on two key factors: smart investment and specialized education. During the 19th edition of the Ministers’ Summit, organized together with UN Tourism and the World Travel & Tourism Council (WTTC), concrete models of collaboration between the public and private sectors were presented to drive more competitive, sustainable, and inclusive destinations.

Ministers highlighted that many countries are using tax incentives, special economic zones, and new financing schemes to attract investment in strategic infrastructure. The representative of the Philippines, Christina Frasco, explained that the country is facilitating private investment through tax benefits and the opening of economic zones focused on sustainable innovation and job creation. She also announced government plans to privatize several airports, with the aim of professionalizing their management and boosting connectivity.

A similar approach is underway in Kenya, where incentives exist to develop tourism along its 500 kilometers of coastline. Minister Rebecca Miano stressed that agreements are being sought with airlines to expand routes to the country, strengthening air connectivity—another recurring element in the debate.

In Costa Rica, the government is working to increase air capacity after a decline in visitors from the United States. The strategy centers on reinforcing promotion in Europe and adding direct flights from the continent. For its part, Ecuador is using tax incentives to attract investment aimed at rural tourism projects and conservation initiatives involving Indigenous communities, especially in areas linked to tourist flows to the Galápagos Islands.

Airport development and modernization was another highlighted trend. From Lebanon, Deputy Minister Laura El Khazan Lahoud announced the construction of a new airport in the north of the country, designed to attract low-cost airlines. In addition, Beirut is modernizing its airport with private-sector support. Lahoud also revealed that the government is training public employees to improve visitor services ahead of the Pope’s upcoming visit to the country.

Tourism education was a cross-cutting theme throughout the meeting. In her opening remarks, Gloria Guevara, President and CEO of the WTTC, stated that to attract young talent it is essential to “work on the narrative” of the industry, highlighting advantages such as professional mobility and the potential for economic growth. The UK’s Minister for Tourism, Stephanie Peacock, added that the country seeks to broaden the concept of education to offer training in the specific skills the sector demands.

From UN Tourism, Antonio López de Ávila emphasized that the industry must improve in the use of data and analytics—not only collecting them, but generating strategic actions from them. Digital literacy is already part of educational programs in many countries, but the industry needs specialists capable of interpreting information to guide decision-making.

Looking ahead to the 2026 edition, when the Ministers’ Summit will celebrate its 20th anniversary, the organizers indicated they will focus on a new strategic theme for the future of global tourism.

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