WTTC welcomes Pernod Ricard as new Industry Partner

International

Global spirits group joins council to support experiential and sustainable tourism

The World Travel & Tourism Council (WTTC) has welcomed Pernod Ricard as its newest Industry Partner, further strengthening the organisation’s network of leading companies supporting the strategic development of the global Travel & Tourism sector.

Headquartered in Paris, Pernod Ricard is one of the world’s leading producers of spirits and champagne, with affiliates in more than 60 countries. The Group’s portfolio includes globally recognised brands such as Absolut, Ballantine’s, Chivas Regal, Jameson, Martell, Havana Club, Beefeater, Malibu, as well as Mumm and Perrier-Jouët. In the financial year 2025, Pernod Ricard reported consolidated sales of €10,959 million.

Brand Homes strengthen experiential travel

Through its global network of 28 Brand Homes across 18 countries, Pernod Ricard welcomes more than one million visitors each year. These immersive destinations play an increasingly important role in experiential and destination-led travel.

The Brand Homes combine local heritage with storytelling, craftsmanship, mixology, culinary creativity, art, and culture. By developing this form of spirits tourism, Pernod Ricard contributes to diversifying tourism offerings and strengthening connections between travellers and local communities.

“Pernod Ricard joins WTTC at a time when experiential travel continues to redefine how destinations engage with visitors. Their Brand Homes demonstrate how global brands can create meaningful, culturally rich experiences that contribute to local economies and celebrate heritage,” said Gloria Guevara, WTTC President & CEO.

“Their commitment to responsible growth and sustainable brand building aligns closely with WTTC’s mission to support a resilient, innovative, and experience-driven Travel & Tourism sector.”

Collaboration to support a resilient tourism sector

Laura Sileo, Global Brand Homes Director at Pernod Ricard SA, highlighted the importance of the partnership for the company’s tourism activities.

“Joining the World Travel & Tourism Council is a significant step forward for Pernod Ricard. Our Brand Homes are increasingly strengthening their role as cultural destinations, as we pioneer new reasons to explore. We are proud to join this leading organisation and help shape a more innovative, sustainable and experience-driven future for global travel.”

As an Industry Partner, Pernod Ricard will contribute to WTTC’s evidence-based programmes, policy initiatives, and strategic dialogues. The cooperation aims to strengthen the long-term resilience of the travel sector while supporting its economic and social contribution to destinations, businesses, and communities worldwide.