WTTC names new President and CEO

The World Travel & Tourism Council (WTTC) has appointed Gloria Guevara as its new President and CEO, following her four-month interim tenure leading the organisation. She succeeds Julia Simpson, who held the position from August 2021 to September 2025, before stepping down for medical reasons. 

Guevara returns to the helm for a second term, having previously served as WTTC’s President and CEO from 2017 to 2021. A global tourism figure with more than 30 years of public and private sector experience, her career includes serving as CEO of Mexico’s Tourism Board and Chief Special Advisor for Saudi Arabia’s Ministry of Tourism. 

Recognised internationally for her expertise, Guevara was also nominated by the Government of Mexico for the role of UN Tourism Secretary-General for the 2026 to 2029 term.

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As she resumes leadership, WTTC will focus on expanding its global membership base, targeting both small and medium-sized enterprises and high-value companies. Guevara’s priorities include strengthening member services, promoting investment and driving job creation across the travel and tourism industry.

Commenting on her appointment, Manfredi Lefebvre, Chairman of WTTC, said: “Gloria’s leadership and experience are exactly what WTTC needs as we enter this next chapter. 

“Over 15 new companies are currently in the membership pipeline, alongside organisations returning after previously stepping away. The strong demand from countries wanting to host our annual global summits demonstrates WTTC’s continued relevance and the value we provide to members across the travel and tourism sector.”

Guevara’s appointment follows WTTC’s relocation from London to Madrid, chosen for its international connectivity, government incentives and business landscape. The organisation is preparing for its 26th Global Summit, set to take place in Valletta, Malta, in October 2026. 

For more information, visit wttc.org