WTTC Summit sought to address multiple challenges

Travel Weekly’s piece on this year’s World Travel & Tourism Council’s Global Summit included a number of positive observations, but we thought it helpful to share a little more background on some of the areas touched upon, particularly around the global challenges and policy context for travel and tourism.

 

Although forward looking, the opening remarks of interim chief executive Gloria Guevara set out the current realities shaping global travel and tourism. 

 

She referred to “conflicts and shifting geopolitical priorities” and emphasised that “Travel and tourism does not wait for the world to settle – it adapts, it leads, and it lifts economies along the way.”

 

More: Analysis: The world has changed, but you wouldn’t know it

 

Policy areas such as visa facilitation, border innovation and cross-sector collaboration were woven into the programme. 

 

Italian Prime Minister Meloni’s speech also addressed many of the global challenges the sector faces –workforce shortages, rising labour costs and the need to invest in skills and training, all key issues explored in the WTTC’s Future of Work report. 

 

The Prime Minister also referenced the effects of seasonality and adverse climate conditions, the importance of digitalisation and innovation, and the role of stronger air, rail, and sea connectivity in supporting global mobility.

 

Her remarks reinforced the Summit’s overarching themes of resilience, investment and collaboration.

 

Global Leaders’ Dialogue

As at past summits, the Global Leaders’ Dialogue was a closed-door forum intended to foster candid exchange. However, the accompanying press release confirmed that several of the issues raised in your article were on the agenda. 

 

One participant remarked on the need for “synergies between the public and private sectors . . . to win these challenges faster”.

 

Another noted: “Ours is one of the most-interconnected sectors of the global economy . . . shaped by public policy, visas, infrastructure, regulations, and powered by private innovation.”

 

Participants also discussed the growing geopolitical and regulatory pressures. One speaker observed: “War has returned, civil tensions are growing . . . [and] there is too much bureaucracy and hyper-regulation . . . green regulation must be reformed.”

 

The Dialogue explored practical solutions around visa policy, border management and biometrics to enable smoother and more secure travel. 

 

Japan’s representative explained that the country is working on “smoother immigration through seamless technology and better infrastructure”, while another participant highlighted the benefits of “pre-clearance and visa-free access for 80% of visitors”.

 

Issues such as geopolitical instability, border controls, workforce shortages and regulatory pressures were not overlooked but examined as shared global challenges requiring public-private collaboration. 

 

Future of Work

 

The Future of Work report examined how structural and demographic shifts are reshaping labour markets worldwide and projects a major shortfall in the workforce.

 

Overcoming this will require close cross-sector collaboration.

 

The report identifies geo-economic fragmentation and geopolitical tensions, including trade and investment restrictions, as one of five defining forces reshaping the world’s workforce. 

 

It also highlights economic uncertainty, rising living costs and geopolitical instability as challenges affecting resilience and workforce management.

 

The report acknowledges the impact of visa restrictions and border barriers on labour mobility, and the regulatory and financial pressures of sustainability and the climate transition, noting that inconsistent environmental regulation is already transforming business models.

 

Together, these findings reflect the seismic shifts shaping travel and tourism today.

 

Beyond the main stage

 

It’s important to note that the main stage content at the Summit does not represent the entirety of discussions at the event. 

 

Many detailed exchanges and planning sessions take place off stage between members and governments, and within forums such as the Global Leaders’ Dialogue, annual general meeting, executive committee meeting and members’ circle.

 

For example, European Commissioner for sustainable transport and tourism Apostolos Tzitzikostas outlined the EC’s plans for spring 2026 at the dialogue.

 

These plans include cutting emissions and protecting natural assets, directly addressing sustainability and climate-related challenges.

 

On the main stage, WTTC members shared major developments in their business areas.

 

A Focus on the Future panel featured industry leaders discussing emerging markets, workforce trends and the need to attract and retain talent, all of which are shaped by global events.

 

As a member-led organisation, WTTC ensures the Global Summit reflects the priorities of its members and the context of its host country. 

 

In Italy, this naturally included themes such as luxury, wellness, major events and the economic benefits of tourism.

 

The announcement of new investment commitments to Italy worth more than $8 billion demonstrated the industry’s confidence and resilience despite the global headwinds of economic uncertainty and geopolitical tension.

 

Many of the more specific or technical discussions took place through bilateral meetings, press conferences, and ad-hoc networking.

 

In closing remarks, Gloria Guevara recognised “the forces affecting our sector” and the importance of public–private collaboration to navigate these.

 

The Summit is a global event and reflects global issues and challenges. We try to cover as much as we can from a solution-oriented perspective rather than just talking, which is why we produce the reports mentioned above, and those still to come on Better Borders,  Destination Stewardship and Environmental & Social Research.

 

We appreciate your perspective but wanted to share this context to illustrate how many of these complex issues were part of the broader agenda and conversations throughout the Summit.