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SearchThe meeting began in Valletta on October 7 and brought together more than 1,000 delegates from over 100 countries. The WTTC projects 3.1% growth in European tourism in 2026.
The 26th Global Summit of the World Travel & Tourism Council (WTTC) began on October 7 in Valletta, Malta, with an agenda devoted to the changes reshaping international tourism. The meeting, which ran through October 9 under the theme FUTU[RE]SET, brought together more than 1,000 delegates from over 100 countries, including more than 200 business executives.
The opening included a press conference for international journalists. The summit’s official agenda began the following day and addressed artificial intelligence, technological transformation, investment, connectivity, sustainability, talent, geopolitics and travelers’ changing expectations.
At the opening, WTTC President and CEO Gloria Guevara presented the organization’s figures on the economic contribution of travel and tourism. According to its data, the sector contributed US$11.6 trillion to the global economy in 2025, equivalent to 9.8% of global GDP, and supported 366 million jobs.
For 2026, the WTTC projects growth of 2.5% for the sector worldwide and 3.1% in Europe. The organization also forecasts that international visitor spending in Europe will increase by 5.8%. These are forecasts, not results already recorded. Guevara said that the outlook for investment and innovation depends, among other factors, on governments facilitating travel, strengthening connectivity, developing talent and promoting sustainable growth.
The host also focused on how tourism success is measured. Carlo Micallef, CEO of the Malta Tourism Authority, said the destination’s goal is not only to welcome more visitors, but to generate greater economic, social and environmental value. The WTTC estimates that travel and tourism will contribute US$4.9 billion to Malta’s economy in 2026, equivalent to 16.9% of the country’s GDP.
For his part, the tourism authority’s chairman, Charles Mangion, said tourism should not be assessed solely by visitor numbers or economic results, and highlighted the importance of collaboration among governments, businesses, investors and communities.
The summit brought together private-sector leaders and government representatives to discuss how to respond to technological disruption, geopolitical changes and shifts in demand. For businesses, these issues connect decisions on investment, technology, connectivity and destination development; the sessions set out discussions and priorities, not guaranteed outcomes.
WTTC Chairman Manfredi Lefebvre explained that Malta was selected from among 21 applicant countries and highlighted its heritage and location between Europe and Africa. The summit concluded on October 9. Available coverage noted that the meeting aimed to foster partnerships and discussions about the future of tourism, without anticipating which agreements or investments would be finalized.
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