The World Travel & Tourism Council (WTTC) has unveiled the full programme for its 26th Global Summit, bringing together more than 100 senior leaders from governments, international organisations and the global Travel & Tourism industry in Valletta, Malta.
Held under the theme “FUTU[RE]SET,” the two-day summit will bring together CEOs, tourism ministers, parliamentarians, commissioners, senior policymakers, tourism authorities and former heads of state to examine the forces reshaping the global Travel & Tourism sector. The programme will feature representatives from G20 economies and other major markets, alongside leaders from airlines, airports, hotels, cruise operators, destinations, technology companies, investment firms and tourism organisations.
Eight Strategic Priorities at the Centre of Summit
The summit programme has been structured around WTTC’s eight strategic priorities for the Travel & Tourism sector. These include enabling safe and seamless travel, strengthening destination stewardship, advancing sustainability, harnessing emerging technologies and artificial intelligence, improving crisis preparedness, expanding connectivity, developing the workforce of the future, and unlocking investment and economic growth.
Gloria Guevara, President & CEO of WTTC, said the sector is being reshaped by artificial intelligence, technology, changing traveller expectations, geopolitics and evolving patterns of investment and growth. She said the summit’s eight strategic priorities would provide a framework for action, while bringing governments and businesses together could help translate emerging opportunities into practical progress.
Malta to Open Summit with National Tourism Vision as said by WTTC
Senior Maltese leaders will open the summit by presenting the country’s vision for the future of Travel & Tourism. Dr. Robert Abela, Prime Minister of Malta; H.E. Ian Borg, Deputy Prime Minister of Malta; H.E. Dr. Jo Etienne Abela, Minister for Tourism of Malta; and Carlo Micallef, CEO of the Malta Tourism Authority, will join WTTC Chairman Manfredi Lefebvre d’Ovidio and WTTC President & CEO Gloria Guevara at the opening.
Carlo Micallef, CEO of the Malta Tourism Authority, said the programme reflects the wide range of issues shaping the future of the sector and brings together airlines, airports, hotels, cruise operators, technology companies, governments, tourism authorities and international organisations. Malta’s Minister for Tourism, Jo Etienne Abela, said hosting the summit would provide an opportunity to develop new partnerships and discuss how tourism can respond to changing traveller expectations while creating value for local communities.
Global Leaders Dialogue to Bring Ministers and CEOs Together
A major feature of the programme will be the Global Leaders Dialogue, designed to facilitate direct discussions between ministers, policymakers and global business leaders on the future competitiveness of Travel & Tourism. The dialogue will feature two interactive, moderator-led panel discussions, each bringing together eight ministers and four global CEOs. The format is intended to encourage direct exchanges between public- and private-sector leaders on the opportunities and challenges facing the industry.
WTTC to Launch Youth Movement
The summit will also mark the launch of the WTTC Youth Movement, a new global initiative focused on encouraging young people to pursue careers in Travel & Tourism and giving the next generation a greater role in discussions about the industry’s future. Around 90 students and 10 professors from 16 partner institutions, representing more than 30 nationalities, will participate in the initiative.
Participants will engage directly with industry leaders, take part in summit discussions and networking opportunities, and contribute to a youth-led Malta Declaration. The initiative aims to strengthen connections between the Travel & Tourism industry and future talent while establishing a platform for continued dialogue.
SMEs to Take Centre Stage Through Together in Travel
The summit will also support WTTC’s Together in Travel initiative, which aims to connect, support and promote small and medium-sized enterprises (SMEs) across the global Travel & Tourism sector. According to WTTC, SMEs account for approximately 85% of the global Travel & Tourism community. The council is working towards building a community of one million Travel & Tourism SMEs. Summit delegates will hear about efforts to provide SMEs with practical tools, industry insights, networking opportunities and a stronger collective voice in international policy discussions.
AI, Digital Identity and Resilience Among Key Discussions
The programme will feature discussions on some of the most significant developments affecting the future of global tourism. Sessions will include “Digital Identity: Resetting the Border Experience,” “AI Unlocked: The New Era of Travel,” “Unlocking the Power of Travel & Tourism SMEs,” “Building Resilience in an Age of Disruption,” “Destination Stewardship: The Right Kind of Growth,” “Connecting the World: The Future of Mobility,” “Tourism for All,” and “Public and Private Leadership: The Next Trillion Dollar Investment.”
The discussions will examine how governments and businesses can work together to improve connectivity, accelerate technological innovation, strengthen sustainability, attract investment, develop talent and improve the sector’s ability to respond to disruptions.
Future Traveller, Wellness and Emerging Markets in Focus
The summit will also explore changing traveller behaviour and emerging areas of tourism growth, including luxury tourism and wellness tourism. Other discussions will examine the emergence of new tourism powerhouses such as India, changing global investment patterns, Europe’s future competitiveness, next-generation leadership, accessibility and impact-driven travel. These issues will be considered within the broader context of changing consumer expectations, technological development and the need for destinations and businesses to adapt to a rapidly evolving international tourism landscape.
High-Level Political and Industry Participation
The confirmed speaker line-up includes former heads of government, ministers, European commissioners, parliamentarians, international organisation representatives and senior executives from some of the world’s largest Travel & Tourism companies. Among the former political leaders scheduled to participate are Justin Trudeau, former Prime Minister of Canada, and José María Aznar, former Prime Minister of Spain. The programme also includes tourism and government leaders from countries including India, Spain, Italy, South Africa, Greece, Croatia, Türkiye, Guatemala, Saudi Arabia, Egypt, Mexico, Malta and the United States.
Global Tourism CEOs to Participate
The business delegation includes senior executives from major global Travel & Tourism companies, including Christopher J. Nassetta of Hilton, Elie Maalouf of IHG Hotels & Resorts, Pierfrancesco Vago of MSC Group, Jane Sun of Trip.com Group, Alejandro Reynal of Four Seasons, Sébastien Bazin of Accor, Neal Jones of Marriott International, Paul Griffiths of Dubai Airports, Tony Fernandes of Capital A Group, and Jörg Eberhart of ITA Airways.
Representatives from American Express Travel, Iberostar Group, Minor International, JTB Corp., Indian Hotels Company Limited, VFS Global, Saudi Tourism Authority, Visit California, Diriyah Company, Intrepid Travel, Almosafer, Microsoft, Google, Amadeus and the Global Sustainable Tourism Council, among others, are also listed among the confirmed participants.
International Organisations and Destination Leaders
The summit will additionally feature representatives from international institutions, government agencies and destination organisations. Confirmed participants include Young Tae Kim, Secretary-General of the International Transport Forum; Julian Kassum, Deputy Secretary General of the International Chamber of Commerce; Don Welsh, President & CEO of Destinations International; Francisca Tatchouop Belobe, Commissioner for Economic Development, Tourism, Trade, Industry and Minerals at the African Union; and representatives from the European Parliament and other international bodies. Tourism and destination leaders from Malta, Spain, Mexico and other markets will also participate in discussions on destination development, policy and competitiveness.
Gastronomy and Cultural Tourism Also Featured
Gastronomy and cultural tourism will form another component of the summit programme, with participation from internationally recognised chefs and tourism academics. Among those confirmed are Simon Rogan, Chef Patron of Simon Rogan Restaurants; Keith Abela, Head of Sustainability at ION Harbour by Simon Rogan; Jonathan Brincat, Head Chef at Noni Restaurant Valletta; and Dr Noel Buttigieg, Head of the Department of Tourism Management at the University of Malta. Their participation will contribute perspectives on the relationship between gastronomy, destination experiences, sustainability and tourism development.
Summit to Conclude with 2027 Host Announcement
The summit will conclude with a session titled “Moving Forward Together,” bringing WTTC President & CEO Gloria Guevara, WTTC Chairman Manfredi Lefebvre d’Ovidio and Malta Tourism Authority CEO Carlo Micallef back to the stage. The session will reflect on the key discussions, commitments and actions emerging from FUTU[RE]SET and highlight the importance of cooperation between governments and businesses in building a resilient and future-ready Travel & Tourism sector. The event will culminate with the announcement of the host destination for the 2027 WTTC Global Summit, setting the stage for the council’s next major global gathering.
WTTC’s Global Role in Travel & Tourism
WTTC represents the private sector of the global Travel & Tourism industry and brings together senior executives from hotels, airlines, airports, cruise lines, tour operators, technology platforms and destinations. The council works with governments and industry leaders to promote sustainable growth, develop policy and provide research on the economic and social contribution of Travel & Tourism worldwide. The Malta Tourism Authority, meanwhile, is responsible for promoting, regulating and developing tourism in the Maltese Islands and works with public and private-sector stakeholders to strengthen Malta’s position as an international tourism destination.
