WTTC high-level meeting in Madrid explores global investment outlook for Travel & Tourism - Get updated on what's happening in tourism!

The World Travel & Tourism Council (WTTC) has concluded a high-level meeting in Madrid, bringing together global industry leaders, ministers and senior policymakers to examine current investment challenges and opportunities across the worldwide Travel & Tourism sector.

The meeting was chaired by Gloria Guevara, President and CEO of WTTC, with the participation of Shaikha Al Nowais, Secretary-General of UN Tourism, alongside senior government representatives and executives from leading international tourism businesses.

Removing barriers and unlocking investment

Discussions focused on reducing barriers to travel, strengthening global connectivity and leveraging technology to enable more seamless journeys. Participants also examined how sustainable tourism can protect the environment while delivering tangible benefits to local communities. A central theme was the importance of public-private partnerships as a driver for scaling investment, building resilient infrastructure and unlocking long-term sector growth.

Legal certainty for investors, continued infrastructure development and effective government facilitation were identified as key enablers for mobilising private-sector capital and supporting sustained expansion of the industry.

Record growth and economic impact

Gloria Guevara underlined the sector’s growing economic significance. “Travel & Tourism continues to be one of the most powerful drivers of global economic growth. In 2025, more than 1.5 billion people travelled internationally, 80 million more than in 2024, making it the strongest year on record for global tourism,” she said. According to WTTC figures, the sector contributed around 11.7 trillion US dollars to the global economy, accounting for 10.3 per cent of global GDP and annual growth of 6.7 per cent.

She also highlighted the sector’s role in employment. “Travel & Tourism supports one in nine jobs globally. Over the next decade, the sector is expected to create 91 million new jobs, or one in three new jobs worldwide, making talent development and skills training an urgent priority,” Guevara added.

Inclusive and sustainable development

Shaikha Al Nowais emphasised the need to safeguard natural and cultural heritage while ensuring tourism delivers inclusive growth. “My vision is ambitious, but achievable. Real progress requires the reach of the private sector and close collaboration with governments and communities,” she said. Investment, she noted, would be the catalyst for balanced and equitable tourism development, particularly in emerging destinations, while supporting sustainability, entrepreneurship and women across the sector.

Mara Lezama, Governor of the State of Quintana Roo, stressed the importance of inclusive tourism models. “Tourism success cannot exist alongside social inequality. Democratising tourism, promoting rural and community-based tourism, and ensuring transparent investment frameworks are essential for shared prosperity,” she said.

Broad global participation

The meeting brought together senior leaders from across the private sector, including representatives of hospitality, travel and tourism groups from Europe, the Americas and Asia, alongside ministers and vice ministers of tourism from Latin America and senior officials from the Japan Tourism Agency and other national tourism authorities.

Next steps for global dialogue

Closing the meeting, Gloria Guevara announced that WTTC will convene a series of regional forums to deepen analysis of sector-specific challenges and opportunities. The aim is to further support industry growth, job creation and Travel & Tourism’s contribution to global economic development through strengthened public-private collaboration.

Image Credit: © WTTC