by Lacey Pfalz
Last updated: 9:10 AM ET, Thu June 4, 2026
The World Travel & Tourism Council (WTTC), the voice of the travel industry’s private sector and a major influential body, has defined eight strategic priorities to guide the industry in the years to come.
According to the organization, the priorities were identified following over 200 interviews with industry leaders and executives during a months-long consult process. The eight points now form WTTC’s strategic agenda.
They are as follows.
“These priorities reflect the breadth, diversity and expertise of our membership,” said President & CEO of WTTC, Gloria Guevara. “Representing every segment of Travel and Tourism, including airports, airlines, hotels, cruises, car companies, technology enterprises and destinations among others; they are a statement of what the sector believes is needed to unlock growth, resilience and opportunity.
“Just as importantly, they reaffirm our commitment to working hand in hand with governments and international organizations, because lasting progress is only possible when the public and private sectors move forward together.”
A WTTC report from earlier this year shows how the global travel industry is growing about 50% faster than the overall economy, accounting for nearly 10% of global Gross Domestic Product, making it a strategically important sector worldwide. Over 10% of the world’s working population is employed in travel.
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