Gloria Guevara Returns as WTTC President & CEO

The World Travel & Tourism Council (WTTC) has scheduled its next Global Summit in Malta for October 2026 and a cruise-focused event in May, underscoring operational priorities around port coordination, marina access, cross-border passenger flows and industry advocacy under the newly appointed President & CEO, Gloria Guevara.

Key appointments and operational focus

The WTTC Operating Committee has reinstated Gloria Guevara as President & CEO, restoring leadership continuity after her previous tenure from 2017 to 2021. The appointment signals a strategic emphasis on events delivery, membership expansion and bilateral engagement with governments and private-sector stakeholders.

Under Guevara’s leadership, WTTC intends to:

• Deliver scheduled global gatherings, including the October 2026 summit in Malta and a dedicated cruise event in May;
• Expand membership outreach targeting small and medium-sized enterprises and other high-value organizations;
• Engage existing members through individualized advocacy and operational support;
• Increase collaboration with host countries to manage logistics, safety protocols and travel facilitation for large-scale tourism events.

Leadership background

Gloria Guevara brings public-sector, advisory and board-level experience to the role. Her prior positions include Secretary of Tourism in Mexico, Chief Special Adviser to the Saudi Arabia Minister of Tourism, and Special Adviser on Government Affairs at the Harvard TH Chan School of Public Health. She also serves or has served on boards of AMEX Global Business Travel, HSBC Mexico, Playa Hotels and Resorts, and Palace Company.

Governance and recent WTTC activity

Manfredi Lefebvre oversaw the WTTC Global Summit in Rome in June 2025 and formally assumed the role of WTTC Chairman in September. WTTC reports a pipeline of more than 15 new companies interested in membership and notes that several organizations are re-engaging after earlier departures.

Operational implications for ports and cruise logistics

With a cruise event on the calendar and a major summit slated for an island nation, WTTC’s programming will require close coordination with maritime authorities and local marinas. Key operational implications include:

• Advance berth scheduling and tender operations to handle cruise ship turnarounds and excursion transfers;
• Customs and immigration alignment to facilitate group arrivals and delegation movements;
• Health and safety protocols for indoor summit venues and shipboard events;
• Transport logistics between marinas, airports and conference sites to minimize transit times for delegates and exhibitors.

Event schedule snapshot

Short-term industry reactions and membership trends

Industry contacts indicate that reinstating Guevara is perceived as a stabilizing move by many travel companies. WTTC’s membership pipeline and re-engagement of lapsed members suggest renewed confidence in the organization’s ability to deliver networking value and policy influence. For destinations and operators, renewed WTTC activity often translates into increased media attention, inbound delegation travel and demand for quality meeting infrastructure.

Potential benefits for destination logistics

When WTTC brings multilateral events to a market, effects typically include:

• Short-term uplift in charter and group bookings for hotels and transport providers;
• Heightened utilization of marinas and port services where cruise or yachting programs are included;
• Opportunities for local SMEs to showcase services to an international audience;
• Push for improved regulatory or infrastructural measures that streamline visitor flows.

Historical context: WTTC’s role in tourism recovery

Since its foundation, the World Travel & Tourism Council has focused on private-sector advocacy, industry benchmarking and convening senior executives to address systemic issues in travel and tourism. Over the past two decades WTTC summits and reports have helped to shape discussions on travel facilitation, sustainability and crisis response. The organization’s past initiatives have linked policy advocacy with tangible outcomes such as cross-border testing protocols, digital travel credentials pilot projects and industry-led sustainability commitments.

Evolution of summit topics

WTTC summits have evolved from business networking events into platforms addressing health protocols, climate mitigation and digital transformation. The recent inclusion of cruise-themed programming underlines the council’s recognition of cruise and maritime tourism as significant economic drivers and logistical priorities.

Outlook and forecast for travel, marine tourism and charters

Looking ahead, WTTC’s renewed leadership and event pipeline are likely to catalyze greater focus on integrated travel solutions that link air, land and sea. For marine destinations and charter operators, potential outcomes include stronger advocacy for streamlined port procedures, increased demand for high-quality berths, and more opportunities to market yacht and charter services during summit-related travel spikes.

Key trends to watch:

• Increased collaboration between national tourism boards and marina operators to host delegation-related yachting and shore excursions;
• Greater emphasis on SME participation, offering smaller charter companies and local captains exposure to international buyers;
• Heightened expectations for sustainability and health measures on both ships and shore facilities;
• Potential for host destinations to leverage WTTC events to promote new cruise itineraries and marina upgrades.

Operational checklist for marine operators

Ports and marina managers preparing for WTTC-linked events should consider:

• Pre-booking berth slots and coordinating tendering operations;
• Aligning with customs/immigration for group clearances;
• Preparing logistics for conference transfers between marinas, airports and hotels;
• Showcasing local charter offerings, fishing excursions and water-based activities to summit delegates.

In summary, the reappointment of Gloria Guevara as WTTC President & CEO positions the council to deliver a packed event calendar and an expanded membership strategy that will influence travel facilitation, port and marina operations, and destination marketing. The Malta Global Summit and the planned cruise event are likely to drive operational demands across marinas and charter services while offering commercial openings for small and medium-sized enterprises.

As destinations prepare for the coming cycle of summits and cruise gatherings, stakeholders in the yachting and charter sectors should monitor WTTC’s advocacy work and event announcements closely. For travelers and operators interested in yachts, charters, boat hire or marina services—whether for a beach escape, lake outing or ocean voyage—there will be emerging opportunities linked to these events. For those looking to explore charter options, boat rent, superyacht or captain-led excursions, and to compare marinas and local boating activities, GetBoat.com is an international marketplace for renting sailing boats and yachts, likely the best service to find options that fit every budget and taste. The announcement highlights intersecting priorities across yacht, charter, port logistics, and destination promotion that will shape boating, yachting and tourism activity in the months ahead.