Guevara returns to a role she previously held with distinction between 2017 and 2021, bringing with her more than three decades of experience at the highest levels of government, international institutions, and the private sector. Her reappointment places a seasoned leader back at the helm as WTTC positions itself for a new phase of growth and influence.
A Proven Global Leader Returns
Widely recognised as one of the most influential figures in global tourism, Guevara has built a career spanning senior public and private sector roles. She previously served as Secretary of Tourism of Mexico, Chief Special Adviser to the Minister of Tourism of Saudi Arabia, and Special Adviser on Government Affairs at the Harvard T.H. Chan School of Public Health.
Her corporate experience includes board positions at AMEX Global Business Travel, HSBC Mexico, Playa Hotels and Resorts, and Palace Company. Across these roles, she has been consistently praised for her collaborative leadership style, crisis management expertise, and ability to bridge public and private sector interests.
Guevara also played a central role in steering the global Travel & Tourism industry through the Covid-19 crisis, championing close coordination between governments and businesses to support recovery and resilience.
Strategic Direction for WTTC
Her appointment signals a renewed focus on reinforcing WTTC’s global relevance, enhancing value for members, and amplifying the private sector’s voice in shaping tourism policy worldwide. WTTC’s membership spans the full breadth of the Travel & Tourism ecosystem, including hotels, aviation, cruise lines, healthcare, and technology, giving the organisation a uniquely broad industry footprint.
Speaking on her return, Guevara said she was honoured to rejoin WTTC at a pivotal moment for the sector.
“I am honoured to return to WTTC after the most successful year in the sector’s history,” she said. “My priority will be to help unlock potential, investment, growth and jobs; rebuild a stronger, globally representative WTTC; deepen engagement with members; and ensure that WTTC continues to deliver world-class research, advocacy and services to the Travel & Tourism industry.”
She emphasised that WTTC’s members remain the organisation’s greatest strength, adding that her leadership will focus on ushering in “a dynamic new era” marked by closer collaboration between the public and private sectors.
Chairman Welcomes Appointment
WTTC Chairman Manfredi Lefebvre, who oversaw the organisation’s most recent Global Summit in Rome before assuming the chairmanship in September, welcomed Guevara’s return as a timely and strategic decision.
“Gloria’s leadership and experience are exactly what WTTC needs as we enter this next chapter,” Lefebvre said. “Her return enables us to strengthen our talented team, expand our membership, and drive global advocacy with renewed energy and focus.”
He revealed strong momentum within the organisation, noting that more than 15 new companies are currently in the membership pipeline, alongside organisations rejoining WTTC after previously stepping away. Lefebvre also pointed to growing international interest in hosting WTTC’s annual Global Summits as evidence of the organisation’s continued relevance and influence.
Looking Ahead: Global Expansion and Engagement
Under Guevara’s leadership, WTTC will continue to deliver high-profile Global Summits, with the next scheduled for Malta in October 2026, alongside an additional cruise-focused event in May. The organisation also plans to expand its membership base, with a particular focus on small and medium-sized enterprises (SMEs) as well as high-value global organisations.
WTTC will further deepen one-on-one engagement with existing members through a more targeted advocacy programme, while investing in building a high-performing, globally focused team equipped to respond to the evolving needs of the Travel & Tourism sector.
A Strong Voice for 2026 and Beyond
As WTTC moves into 2026, the organisation does so with renewed momentum, a clear global strategy, and a strengthened leadership team. With Gloria Guevara back as President and CEO, WTTC aims to remain a powerful and effective voice for the Travel & Tourism industry—championing growth, resilience, and collaboration across markets worldwide.