The World Travel & Tourism Council (WTTC) held its 26th Global Summit in Valletta, Malta in 2026, hosting over 1,000 delegates, including more than 200 top Travel & Tourism CEOs and government leaders. The summit featured over 100 speakers and included notable figures such as former Canadian Prime Minister Justin Trudeau, ex-Spanish Prime Minister José María Aznar, European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas, and Nick Adams, the first U.S. Presidential Envoy for Tourism.
Europe and Malta Travel Sector Growth Forecasts
According to WTTC forecasts, the European Travel & Tourism sector is set to expand by 3.1% in 2026, exceeding its 2.6% growth recorded in
2025. International visitor spending across Europe is expected to rise by 5.8%, with leisure travel spending up 3.1% and business travel spending forecast to increase by 4.2%. Globally, the sector is projected to grow 2.5% in 2026, outpacing wider economic growth. Travel & Tourism contributed US$4.9 billion to Malta’s economy in 2026, representing 16.9% of the country’s GDP while supporting more than one in five jobs. Malta also showed Europe’s fastest tourism GDP growth in 2025, at 16.8%, well above the European average of 2.6%.
Leadership Perspectives on Sector Growth and Sustainability
WTTC Chairman Manfredi Lefebvre highlighted Malta’s government commitment to the Travel & Tourism sector, describing
the country as an ideal summit host for advancing partnerships and initiatives. WTTC President and CEO Gloria Guevara noted the sector’s global resilience, contributing US$11.6 trillion to the world economy last year and supporting 366 million jobs globally. She emphasized the need for governments to facilitate seamless travel, connectivity improvements, talent development, and sustainable growth to capture this growth opportunity in Europe.
Malta Tourism Authority CEO Carlo Micallef outlined the nation’s vision for sustainable, resilient tourism focused on economic, social, and environmental benefits. Malta Tourism Authority Chairman Dr Charles Mangion called hosting the summit a source of pride, stressing the
importance of balancing tourism growth with community well-being and sustainable development.
Summit Focus Areas and Strategic Themes
The WTTC Global Summit 2026 concentrated on key topics including investment, connectivity, emerging technologies like artificial intelligence, workforce development, destination competitiveness, and sustainable growth. These themes are central to responding to changing traveler demands and global economic challenges, according to WTTC.
Malta’s Role as a Host and Tourism Leader
Malta was selected as the summit venue due to its government’s leadership and strategic prioritization of Travel & Tourism as an economic driver. The Malta Tourism Authority, operating under the Ministry for Tourism, promotes, regulates, and develops tourism across the Maltese Islands. The authority collaborates with private and
public stakeholders to maintain Malta’s competitiveness in the global travel market and supports sustainable tourism development.
Global and European Travel & Tourism Economic Impact
The Travel & Tourism sector remains a vital economic contributor worldwide, representing 9.8% of global GDP and providing 366 million jobs last year. In Europe, the sector supports about one in ten jobs, underpinning numerous communities, businesses, and destinations. WTTC represents the private sector’s interests, facilitating collaboration with governments to drive policy, innovation, and investment aimed at strengthening the competitive position of Travel & Tourism globally and regionally.
