The World Travel & Tourism Council (WTTC) has identified eight strategic priorities for the year 2026. These priorities were established by its executive council to outline the main areas of focus for the travel and tourism sector in the coming year.
Designed to address pressing and emerging challenges facing the global tourism industry, these priorities represent a coordinated effort to anticipate and respond to significant issues impacting the sector worldwide.
With these strategic priorities, the WTTC aims to guide the industry’s collective efforts toward strengthening global travel and tourism by promoting growth and building resilience. This approach will help shape
responses to evolving market conditions and challenges in the years ahead.
Stakeholders and industry participants will likely look to these priorities as a reference point for aligning their strategies and initiatives throughout 2026.
