Gloria Guevara, President of the WTTC: a hint of “¡Hasta la victoria, siempre!”

“¡Hasta la victoria, siempre!” [“Ever onward to victory!”] was one of the most famous slogan and rallying cry from revolutionary leader Che Guevara. It could -in some ways- be also the rallying cry for Gloria Guevara. This strong personality, previously Mexico’s Secretary of Tourism of Mexico, is back at the head of the World Travel and Tourism Council, WTTC.

The global organization of the private travel and tourism sector announced indeed on January 20, 2026 the appointment of Gloria Guevara as President & CEO by its Executive Committee. She will lead the organization in shaping the future of the private sector for WTTC members while driving investment and job creation.

Returning to a role she previously held from 2017 to 2021, Gloria Guevara brings more than 30 years of experience at the highest levels of government and across both the public and private sectors. She brings to the WTTC a strong strategic vision and a leadership style rooted in collaboration.

Throughout her previous senior leadership roles—including serving as Mexico’s Secretary of Tourism, Senior Special Advisor to the Minister of Tourism of Saudi Arabia, Senior Special Advisor for Government Affairs at the Harvard T.H. Chan School of Public Health, and as a board member of AMEX Global Business Travel, HSBC Mexico, Playa Hotels and Resorts, and Palace Company—Guevara has been recognized by leading international media outlets as one of the most influential figures in global tourism.

She has also been widely praised for her collaborative approach to addressing major international challenges related to tourism, health, and technology, as well as for her transformative leadership in crisis management. During the COVID-19 pandemic, she played a key role in the recovery of the travel and tourism sector, emphasizing close collaboration between the public and private sectors.

Her appointment as CEO marks a renewed ambition to strengthen the WTTC’s global relevance, enhance the services offered to members, and intensify advocacy for the travel and tourism industry worldwide. WTTC members have a global footprint spanning all key segments of the sector, including hospitality, aviation, cruises, health, and technology.

In her position as WTTC President and CEO, Guevara declared : “I am honored to return to the WTTC following the most successful year in the sector’s history. My priority will be to unlock the industry’s potential for investment, growth, and job creation; to rebuild a stronger and truly globally representative WTTC; to deepen engagement with our members; and to ensure that the WTTC continues to deliver world-class research, advocacy, and services to the travel and tourism sector. Supported by our valued members, who are the WTTC’s greatest asset, my work will be guided by a commitment to open a dynamic new era for the organization and to foster close collaboration between the public and private sectors.”

Manfredi Lefebvre, WTTC Chairman, added: “Gloria’s leadership and experience are exactly what the WTTC needs as we enter this new chapter. Her return allows us to strengthen our talented team, expand our membership base, and reinvigorate our global advocacy efforts with renewed energy and focus. More than 15 new companies are currently in the process of joining, alongside organizations that are rejoining the WTTC after stepping away. The strong demand from countries wishing to host our annual Global Summits underscores the WTTC’s continued relevance across the travel and tourism sector.”

Under Guevara’s leadership, the WTTC will continue to organize high-level Global Summits, with the next scheduled to take place in Malta in October 2026, as well as an additional event dedicated to the cruise sector in May. The organization will also continue to grow its membership, with a particular focus on SMEs and high-value companies, while strengthening individualized engagement with members through its own advocacy program.

The WTTC is committed to building a high-performing, internationally focused team capable of responding to the evolving needs of the sector and delivering tangible value to its members worldwide.

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