World Travel Market London 2026 took place in early November at ExCeL London, United Kingdom, where World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara assumed a highly visible leadership role. WTTC expanded its engagement strategy by involving governments and destinations alongside private-sector companies during the event.
WTTC’s active presence at WTM London contrasted with the notable absence of United Nations Tourism (UN Tourism) Secretary-General Shaikha Al Nuwais, who did not lead the event despite UN Tourism’s association with the 20th WTM Ministers’ Summit. Abdulla bin Touq Al Marri, UAE Minister of Economy and Tourism, participated actively in
the ministerial program, representing the UAE, Al Nuwais’s home country.
WTTC co-organized the 20th WTM Ministers’ Summit with UN Tourism, bringing together tourism ministers and industry leaders to discuss resilience, investment, and public-private cooperation. WTTC also led the inaugural WTM Leaders’ Summit, where senior destination executives focused on investment strategies, tourism development, and strengthening government-business collaboration.
During WTM London 2026, Gloria Guevara held key meetings including with a senior London civic official described as the vice mayor, UK Tourism Minister Stephanie Peacock, and Prince Harry at the Wanderlust Awards. She also met India’s Tourism Minister Gajendra Singh Shekhawat, confirming India
as the host of the 2027 WTTC Global Summit following their discussions.
In 2026, WTTC announced 50 new and returning members, expanding its destination partnerships and strengthening collaboration between governments and private-sector stakeholders. This growth reflects WTTC’s expanding influence among major tourism economies.
WTTC’s leadership team includes Gloria Guevara, former Mexican Tourism Secretary and advisor to Saudi Arabia’s tourism leadership; Maribel Rodríguez, WTTC Executive Vice President for Destinations; and Najib Balala, former Kenyan Tourism Minister. Together, they bridge corporate boardrooms, tourism ministries, and international diplomacy to advance global tourism engagement.
The leadership dynamics at WTM London 2026 suggest a shift
in international tourism governance, with WTTC increasingly filling roles traditionally held by intergovernmental bodies like UN Tourism. The absence of UN Tourism’s Secretary-General alongside the active involvement of WTTC leaders, such as Guevara and Rodríguez, underscored this evolving landscape at one of the tourism industry’s most influential gatherings.
