MADRID — Global tourism policymakers, industry executives and international organizations convened in Spain this week under the banner of the World Travel & Tourism Council (WTTC) to tackle mounting challenges and opportunities shaping investment in the Travel & Tourism sector worldwide. The meeting, hosted in the Spanish capital, drew senior leaders from national governments, UN agencies and major private‑sector travel companies to discuss strategies for reinforcing global connectivity, fostering sustainable growth and unlocking private capital — themes seen as critical to a sector that posted historic expansion in 2025.

Record Global Demand Meets Investment Friction

WTTC President & CEO Gloria Guevara opened the forum by framing Travel & Tourism as a cornerstone of economic growth, employment and global prosperity. Citing recent data showing that international travel reached unprecedented volumes in 2025 — with more than 1.5 billion people crossing borders — Guevara underscored the sector’s economic heft: contributing roughly $11.7 trillion to global GDP, or over 10 percent of worldwide output. She also highlighted the sector’s role in employment, supporting roughly one in nine jobs globally and projected to generate 91 million new positions in the coming decade.

Despite this momentum, participants stressed that investor uncertainty, regulatory hurdles and uneven infrastructure remain barriers to scaling investment, particularly in emerging destinations. Senior officials and private‑sector leaders pointed to legal certainty and streamlined government facilitation as key enablers for unlocking long‑term capital and enhancing resilience.

Public‑Private Partnerships and Sustainable Tourism

Central to discussions was the role of collaboration between governments and industry in shaping the future of tourism. Shaikha Al Nowais, Secretary‑General of UN Tourism, called for investment frameworks that balance economic growth with the preservation of natural and cultural heritage, advocating inclusive development strategies that benefit local communities and entrepreneurs — particularly women and small‑business owners.

Regional voices underscored this point. Quintana Roo Governor Mara Lezama stressed that tourism’s success must be inclusive, with transparent investment frameworks that extend benefits beyond traditional urban hubs to rural and community‑based tourism initiatives.  International private‑sector leaders — from global hotel groups to luxury retail and tour operators — joined the call for digital innovation, resilient infrastructure and sustainability commitments to accelerate growth across markets.

Global Context: Tourism’s Economic and Policy Landscape

The WTTC meeting in Madrid follows broader industry trends documented in recent international reporting and research. Global tourism is widely recognized as an engine of economic recovery and resilience after the pandemic, with multiple sources citing record tourist arrivals and spending in 2025. However, uneven regional performance and policy friction — notably in the United States, where arrivals dipped even as global totals climbed — have sparked debate about visa policy, border facilitation and competitive positioning in international markets.

Meanwhile, WTTC and affiliated bodies have stressed sustainability and investment as dual priorities. Independent reports show the sector’s commitment to net‑zero ambitions is growing, with more companies adopting emissions targets and sustainability roadmaps to reduce environmental impacts even as economic contributions expand.

Looking Ahead: Regional Forums and Action Plans

As the Madrid summit concluded, Guevara announced a series of regional forums aimed at deepening analysis of sector‑specific investment needs and fostering public‑private cooperation tailored to diverse markets. These forums are designed to translate high‑level commitments into pragmatic initiatives that can support tourism’s long‑term contribution to jobs, sustainable development and economic growth across regions.

Summary

The WTTC’s Madrid meeting reinforced the travel industry’s economic importance while spotlighting persistent investment hurdles, the need for policy reforms and the central role of collaboration between governments and the private sector. Against a backdrop of record global travel demand and evolving sustainability goals, stakeholders urged coordinated action to ensure inclusive and resilient growth in the years ahead.