The World Travel & Tourism Council (WTTC) has appointed Gloria Guevara as President and CEO, marking her return to the role she held from 2017 to 2021. The appointment was confirmed by the organisation’s Operating Committee following Guevara’s four-month tenure as interim leader.
Guevara succeeds Julia Simpson, who stepped down in September 2025 for medical reasons after serving since August 2021. Guevara assumed interim leadership ahead of the WTTC Global Summit in Rome last September, successfully steering the organisation through its 25th annual gathering.
With more than three decades of experience across government and the public and private sectors, Guevara brings extensive credentials to her second term. Her career includes serving as Mexico’s Secretary of Tourism from 2010 to 2012, where she concurrently oversaw the Mexico Tourism Board. During her tenure, she navigated the sector through the aftermath of the 2008 financial crisis and the H1N1 flu outbreak, whilst spearheading the creation of the National Agreement for Tourism.
Her subsequent roles have included Chief Special Adviser to the Saudi Arabia Minister of Tourism, where she organised the successful 2022 WTTC Global Summit in Riyadh that attracted over 5,000 participants. She has also served as Special Adviser on Government Affairs at the Harvard T.H. Chan School of Public Health and held board positions at American Express Global Business Travel, HSBC Mexico, Playa Hotels and Resorts and Palace Company. The Government of Mexico has nominated her as a candidate for UN Tourism Secretary-General for the 2026–2029 term.
“I am honoured to return to WTTC after the most successful year in the sector’s history,” Guevara said. “My priority will be to help unlock potential, investment, growth and jobs in the sector; rebuild a stronger, globally representative WTTC; deepen engagement with members; and ensure that WTTC continues to deliver world-class research, advocacy and other services to the travel and tourism industry.”
WTTC Chairman Manfredi Lefebvre welcomed the appointment: “Gloria’s leadership and experience are exactly what WTTC needs as we enter this next chapter. Her return enables us to strengthen our talented team, expand our membership, and drive global advocacy with renewed energy and focus. Over 15 new companies are currently in the membership pipeline, alongside organisations returning after previously stepping away.”
The appointment comes at a pivotal moment for WTTC. The organisation recently confirmed it will relocate its headquarters from London to Madrid in early 2026, following a competitive evaluation process. The move was unanimously endorsed by the Operating Committee, with Madrid selected for its competitive business environment, government support and proximity to international organisations including UN Tourism.
Under Guevara’s leadership, WTTC will continue to deliver its flagship Global Summits, with the 26th edition scheduled for Valletta, Malta in October 2026. The organisation is also expanding its membership focus to include small and medium-sized enterprises alongside high-value organisations.
The travel and tourism sector continues to demonstrate robust growth. According to WTTC research, the industry contributed USD 11.7 trillion to the global economy in 2025 – representing 10.3 per cent of global GDP – whilst supporting 371 million jobs worldwide. International visitor spending reached a record USD 2.1 trillion, surpassing the previous peak of USD 1.9 trillion in 2019.
WTTC serves as the global private sector voice for travel and tourism, with members spanning hotels, aviation, cruise lines, technology and related sectors. The organisation produces annual economic impact research covering 185 economies and advocates for policies supporting sustainable industry growth.
