The World Travel & Tourism Council has awarded Dr Taleb Rifai the WTTC Icon Award for his global contribution to the travel and tourism industry as well as enhancing relations between governments and the private sector. The award ceremony was held during the VIP dinner on the occasion of the 26th WTTC Global Summit in Malta on October 8, 2026. The event was attended by more than 1,000 delegates, including over 200 travel and tourism executives and ministers. Dr Rifai was honoured for his role in uniting public and private sectors and influencing tourism as a driver of economic growth, investment, and job creation.
Dr Taleb Rifai: Strengthening Tourism Relations between Private and Public Sectors
Dr. Rifai has served as the Secretary General of the World Tourism Organization from 2010 to 2017. He previously held the post of Jordan’s Minister of Tourism and Antiquities, in which he played a critical role in promoting government-private sector partnerships. During his tenure, he strengthened regional and international tourism diplomacy and improved collaboration between WTTC and the World Tourism Organization, facilitating private-public sector partnerships that fostered economic development.
Golden Book Campaign Recognizing Tourism’s Importance Launched
Moreover, under his leadership, a Tourism Open Letter and Golden Book campaign were launched, wherein world leaders, governments, WTTC, and tourism business leaders recognized the industry’s critical role in generating employment and prosperity. His role in mobilizing support for the campaign by WTTC and the global tourism body on behalf of more than 80 heads of state and government earned him accolades. Additionally, the initiative saw collaboration between government and the private sector to promote tourism as a critical sector in host states’ economies. Besides economic benefits, he also advocated for tourism to be a tool for peace, friendship, and understanding among nations, raising awareness about its overall significance.
WTTC Icon Award Goes to Dr. Taleb Rifai for Transforming Tourism
WTTC President and CEO Gloria Guevara expressed her pride in Dr. Rifai’s visionary leadership and commitment to tourism, which have left a lasting impression on the global tourism landscape. She acknowledged his collaborative efforts in promoting the Golden Book campaign and fostering a historic relationship between WTTC and the World Tourism Organization, raising the profile of travel and tourism significantly. According to Ms. Guevara, Dr. Rifai’s vision and leadership had enhanced the authority of WTTC on international tourism matters.
The WTTC Icon Award recognizes Dr. Rifai’s exceptional work in promoting tourism and creating long-standing public-private sector partnerships that have had a remarkable impact on the growth and development of destinations. The Icon awardees have made outstanding contributions that have transformed their respective fields, destinations, or organizations. Dr. Taleb Rifai’s achievements and legacy will continue to inspire generations of tourism leaders worldwide.
Dr. Taleb Rifai is recognized globally for playing a pioneering role in WTTC and regional and international tourism organizations and promoting government-private sector partnerships. His work has had a significant impact on the global tourism landscape, boosting investments and jobs while raising awareness about the sector’s overall economic and social benefits. As such, the Icon award ceremony in Malta, which honored his numerous accomplishments, was well-deserved.
