The signing formalised a shared commitment between the public and private sectors to deepen cooperation, align strategies and coordinate actions that enable the tourism industry to respond more effectively to current challenges and future opportunities in a rapidly evolving global context.
A central element of the agreement is the designation of Madrid as the WTTC’s new global headquarters, following a selection process in which the capital competed with other international cities. In her remarks, Guevara emphasised that the decision was not purely geographic or administrative, but rather the result of a strategic vision aimed at strengthening global tourism governance and supporting an agenda capable of addressing the sector’s most pressing priorities. The arrival of the WTTC’s headquarters is therefore understood as a move intended to enhance coordination, improve institutional capacity and elevate the effectiveness of joint responses to shared risks and structural transformations affecting travel and tourism worldwide.
This development is also significant because it consolidates Madrid as a major global tourism cluster. The city has hosted the headquarters of UN Tourism since 1975, and the addition of the WTTC—an organisation representing more than 200 international companies across segments such as hospitality, aviation, cruises, technology and travel services—creates an institutional and business ecosystem with few equivalents. The concentration of multilateral institutions, public authorities and leading private-sector actors reinforces Madrid’s role as a focal point for strategic discussions and policy-oriented initiatives that influence the sector on a global scale.
Beyond its symbolic value, the MoU establishes a framework for ongoing collaboration among governments, private companies and multilateral institutions to design and implement policies that support sustainability, innovation and competitiveness. The initiative responds to a widely recognised need for modern, effective governance that incorporates public and private perspectives and that can translate shared priorities into practical cooperation. It also opens avenues for building joint programmes with other international bodies, including those linked to mobility and connectivity, thereby enabling pilot projects, knowledge platforms and collaborative networks that support evidence-based decision-making and the dissemination of best practices.
For Spain, the signing of the MoU and the hosting of the WTTC’s global headquarters further reinforce the country’s status as a world tourism leader. Minister Jordi Hereu Boher underlined that this result is the product of sustained collective work and constitutes a tangible recognition of Spain’s leadership in the sector. In this context, he highlighted that Spain’s position is not defined solely by volume—visitor numbers, connectivity and economic impact—but also by the evolution of its tourism model towards higher quality, greater resilience and a stronger focus on social, environmental and economic sustainability. The agreement thus aligns with Spain’s broader objective of consolidating a tourism approach that balances competitiveness with responsibility and long-term value creation.
From an institutional standpoint, the WTTC’s presence in Madrid provides a strengthened platform for the global private sector to articulate priorities and contribute to international dialogue on the future of tourism. With activity spanning more than 185 countries and extensive experience in measuring tourism’s economic footprint, the WTTC is expected to add analytical capacity and a global business perspective that can help shape policies, metrics and coordinated efforts. This contribution is particularly relevant at a time when destinations and companies face complex challenges linked to sustainability transitions, technological transformation, talent and skills needs, and the imperative to maintain resilience amid uncertainty.
The involvement of Madrid’s city government has also been presented as a decisive factor. Mayor José Luis Martínez-Almeida stressed that the choice of Madrid is supported not only by strategic and logistical considerations, but also by the city’s international connectivity, its role as the capital of a leading tourism nation and the quality of life it offers. In his view, these attributes support Madrid’s position not only as a top destination, but also as a centre where global tourism decisions can be discussed, coordinated and projected.
Taken together, the signing of this Memorandum of Understanding at FITUR 2026 signals the beginning of a new stage of strengthened cooperation between the public and private sectors, while projecting Madrid and Spain as key actors in shaping the future of global tourism governance.
