The World Travel & Tourism Council (WTTC), the global private sector voice of the Travel & Tourism industry, announced that Ms. Gloria Guevara has been appointed President & CEO by its Operating Committee, tasked with shaping the sector’s future, unlocking investment opportunities, and driving job creation for members worldwide.
Returning to the leadership position she successfully held from 2017 to 2021, Gloria Guevara brings over three decades of distinguished experience spanning government and both public and private sectors, combining strategic vision with collaborative leadership at WTTC’s core.
Her impressive career includes serving as Mexico’s Secretary of Tourism, Chief Special Adviser to Saudi Arabia’s Minister of Tourism, Special Adviser on Government Affairs at Harvard’s TH Chan School of Public Health, and holding board positions at American Express Global Business Travel, HSBC Mexico, Playa Hotels and Resorts, and Palace Company. Recognized by leading media outlets as one of global tourism’s most influential figures, Gloria has earned acclaim for her collaborative approach to resolving major international challenges across tourism, healthcare, and technology, alongside transformative crisis management leadership. Her instrumental role in Travel & Tourism’s pandemic recovery, emphasizing public-private sector collaboration, further demonstrates her exceptional capabilities.
Her appointment signals WTTC’s renewed commitment to strengthening global relevance, enhancing member services, and advancing advocacy for the worldwide Travel & Tourism industry. WTTC’s membership spans all key sector segments—from hotels and aviation to cruise lines, healthcare, and technology.
Gloria Guevara, WTTC President & CEO, commented: “I am honored to rejoin WTTC following the sector’s most successful year. My priorities include unlocking potential, investment, growth, and employment opportunities; rebuilding a stronger, globally representative WTTC; deepening member engagement; and ensuring continued delivery of world-class research, advocacy, and services. With our valued members – WTTC’s most important asset – I’m focused on ushering in a dynamic new era through enhanced public-private sector collaboration.”
Manfredi Lefebvre, who oversaw WTTC’s Global Summit in Rome in June 2025 before his September appointment as Chairman, added: “Gloria’s leadership and expertise are precisely what WTTC requires for this next chapter. Her return enables us to strengthen our talented team, expand membership, and reinvigorate global advocacy with renewed focus and energy. Over 15 companies are currently in our membership pipeline, including organizations returning after previous departures. Strong demand from countries seeking to host our annual Global Summits underscores WTTC’s continued relevance and member value across the Travel & Tourism sector.”
Under Gloria’s leadership, WTTC will continue delivering high-caliber Global Summits – next in Malta, October 2026 – plus an additional cruise event in May. The organization will expand membership focusing on SMEs and high-value organizations while engaging existing members individually through WTTC’s advocacy program. WTTC remains committed to building a high-performing, globally focused team capable of meeting evolving sector needs and delivering exceptional member value worldwide.
WTTC enters 2026 with renewed momentum, clear global strategy, and strengthened leadership, ensuring the organization remains a powerful, effective voice for the global Travel & Tourism industry.
