The priorities were formally endorsed by WTTC’s Executive Committee following an extensive consultation process that included more than 200 interviews with chief executives and industry leaders. The outcomes were presented during the Executive Committee meeting held in Egypt and now form the basis of the organisation’s renewed strategic agenda.
According to WTTC, the consultation identified a range of structural and
emerging challenges affecting the sector. These include fragmented traveller
journeys, complex visa procedures, limitations in digital identity systems,
connectivity constraints, and disruptions linked to geopolitical tensions,
pandemics and climate-related events.
Additional issues highlighted during the consultation process included uneven adoption of digital technologies and artificial intelligence, labour shortages, investment challenges, environmental pressures and growing tensions between visitors and local communities.
In response, WTTC has established eight strategic priorities that will
shape its future work:
1.
Enabling safe
and seamless journeys through digital standards and biometrics.
2.
Strengthening
destination stewardship and addressing overcrowding and unmanaged travel.
3.
Advancing
climate and environmental sustainability initiatives.
4.
Harnessing
emerging technologies, including artificial intelligence and robotics.
5.
Enhancing crisis
preparedness, management and recovery capabilities.
6.
Expanding global
connectivity and developing new travel corridors.
7.
Supporting
workforce development, talent retention and labour mobility.
8.
Promoting
policies that encourage investment and create new growth opportunities.
WTTC stated that these priorities are supported by a broader framework that
includes research and data analysis, policy advocacy, partnerships, global
campaigns and a strengthened digital agenda.
The organisation also highlighted the importance of collaboration between
the public and private sectors, noting that its membership and destinations
network remain central to its activities. WTTC works with governments,
international organisations and industry stakeholders to support policy
alignment and sector development.
The council noted that small and medium-sized enterprises also play an
important role in the sector. Through its Together in Travel initiative, WTTC
currently engages with more than 4,000 SMEs worldwide.
According to the organisation, the contributions of its members were
instrumental in identifying both the opportunities and challenges facing the
industry and in shaping the new strategic framework.
Gloria Guevara, President and
CEO of WTTC, said: “These priorities reflect the
breadth, diversity and expertise of our membership. 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.
Tags: Gloria Guevara, WTTC
