WTTC adopts eight key strategic priorities to address challenges in tourism

The World Travel and Tourism Council (WTTC) has adopted eight key strategic priorities to address contemporary challenges.

The goal is to encourage sustainable growth, successfully deal with overtourism, and improve the user experience through technological innovation.

Key challenges

After years of focusing on recovery from the effects of the covid pandemic, the global tourism industry is entering a new phase - managing its own growth.

Although international travel is still recovering, the sector contributed a record 1.5% to global GDP in 2025. 11,6 trillion dollars which accounts for almost 9,8% of the global economy. 

However, the tourism industry faces growing challenges, from overcrowding and climate issues to labor shortages, digital transformation, and geopolitical uncertainty.

In this context, WTTC has identified eight key areas which he wants governments, companies and investors to focus on in the coming years. 

The priorities range from innovation and sustainability to resilience and investment, and emerged from several months of research and consultation involving more than 200 CEOs and senior industry leaders from across the sector.

Transformation of tourism

The findings were presented at the WTTC Executive Committee meeting in Egypt on 4 June 2026. The new work plan outlines what the travel and tourism (T&T) sector considers necessary to maintain a growth trajectory, address future challenges and guide decision-making and investment across the industry.

According to WTTC, these priorities aim to removing obstacles tourism, such as visa restrictions, infrastructure deficiencies, limited connectivity and labor shortages.

It will also help governments and investors identify the most effective use of their assets, e.g. airports, digital tools, sustainability and destination development. 

Growing tension between tourists and local communities, which have resulted in disputes in cities such as Barcelona and Amsterdam, are also a key concern driving the agenda. The broader ambition is to drive significant transformation across the sector.

Strategic priorities

• Enabling safe and seamless travel through digital standards and biometrics – areas where fragmented implementation is already causing real disruption. The new Entry/Exit System (EES), for example, has led to such long queues at airports that Wizz Air recently advised British passengers to arrive three hours before their flights at certain European airports, including Lisbon.
• Strengthening destination management and addressing overcrowding and unmanaged tourism.
• Advancing initiatives for climate and environmental sustainability.
• Harnessing new technologies, including artificial intelligence and robotics – a priority that raises questions about the potential impact on the 330 million workers in the sector.
• Improving crisis preparedness, management and recovery.
• Expansion of global connectivity and development of new travel corridors.
• Supporting workforce development, talent retention and mobility.
• Promoting policies that encourage investment and new growth opportunities.

Together on the journey

These priorities will be integrated into a broader action plan, supported by a set of strategic drivers, including research and data, policy advocacy, partnerships and a digital agenda, designed to turn goals into concrete, measurable results.

Whether these translate into binding commitments will depend largely on how governments choose to respond.

"These priorities reflect the breadth, diversity and expertise of our membership. Representing every segment of travel and tourism, including airports, airlines, hotels, cruises, automotive companies, technology companies and destinations, among others; they are a statement of what the sector believes is needed to unlock growth, resilience and opportunity.", stated je Gloria Guevara, President and CEO of WTTC.

The framework is also intended to strengthen WTTC’s role as the voice of the global private travel and tourism sector by bringing together companies from different industries to address common challenges and shape the future of travel.

Through its Journey Together initiative, the organization will also collaborate with more than 4000 small and medium-sized businesses, expanding the scope and reach of the program beyond corporate membership.

/ / / Tourism as a global force: $11,6 trillion and 9,8% of the global economy