The WTTC brings together more than 200 business leaders from the industry worldwide, with representation across key segments ranging from hospitality and aviation to cruises, health, and technology. In this context, Guevara has stated that she is returning “at a key moment for the sector” and that her priority will be to drive investment, growth, and job creation; for his part, the Chair of the Board of Directors, Manfredi Lefebvre, has emphasized that Guevara’s leadership and experience are exactly what the WTTC needs for this new phase.
Within this structure, the importance of companies headquartered in the United States is particularly notable. The country is one of the world’s largest tourism economies and a central hub for aviation, hospitality, financial services, and digital travel platforms. The strong presence of U.S. corporations within the WTTC significantly increases the organization’s international relevance and its capacity to engage with governments, regulators, and global stakeholders. This influence is further strengthened by the active participation of companies and destinations from the United Kingdom, Australia, and other top-tier tourism markets, which contribute economic weight, governance expertise, and strategic vision.
For a growing number of countries, the interest in aligning with the WTTC is explained by its working model, firmly grounded in structured collaboration between the public and private sectors. The WTTC acts as a bridge between governments and companies, facilitating dialogue, policy coordination, and joint action in areas such as investment attraction, sustainability, talent development, connectivity, and digital transformation. In an international environment characterized by fragmentation and accelerated change, this pragmatic approach is widely perceived as particularly effective compared to more traditional multilateral mechanisms.
This perception is closely linked to the current weakness affecting the United Nations system in general and UN Tourism in particular. Governance challenges, political tensions, and reduced engagement by key states have limited these institutions’ ability to serve as cohesive platforms for global tourism policy. This situation is especially evident with respect to economies as decisive as the United States, the United Kingdom, or Australia, whose geopolitical positioning and strategic priorities increasingly lie outside UN-centered frameworks. As a result, the WTTC is increasingly seen as a more agile, results-oriented forum that better reflects the sector’s real weight in the global economy.
The geopolitical context further amplifies the need for organizations capable of promoting cross-border cooperation. Armed conflicts, regional instability, trade disputes, energy insecurity, and shifts in global power balances are directly affecting tourism flows, investment decisions, and destination competitiveness. Tourism is intrinsically sensitive to these dynamics, but it also plays a fundamental role in economic diversification, job creation, and international projection—provided it is supported by coherent strategies and effective leadership.
Against this backdrop, Gloria Guevara’s return to the WTTC is interpreted as a reinforcement of experienced and credible leadership at a time when strategic clarity is essential. Her professional profile combines high-level public-sector responsibilities with extensive international experience and a deep understanding of private-sector dynamics, fully aligned with the WTTC’s mission and governance model. Her familiarity with the organization and its members also adds an element of stability at a stage when continuity is particularly valued.
In the message circulated by the WTTC, Guevara reaffirmed her commitment to supporting the organization’s members and to strengthening its role as a platform for constructive cooperation between the public and private sectors. According to the official information, her priorities include maintaining momentum behind the WTTC’s strategic agenda, supporting its flagship global initiatives, and reinforcing its position as a trusted interlocutor for both governments and business leaders.
The appointment of Gloria Guevara as interim CEO of the WTTC reflects a broader recognition within the global tourism sector: in an era of geopolitical tensions and institutional fragility, effective leadership and robust public–private collaboration are more critical than ever. The WTTC’s composition, its close ties to leading companies—particularly from the United States—and its ability to engage governments through a pragmatic, results-oriented approach position it as a central actor in shaping the future of travel and tourism worldwide.
