WTTC President and CEO Gloria Guevara Manzo put Spain’s global tourism leadership firmly in the spotlight during the sixth Turespaña Convention in Zaragoza. With the country’s tourism economy projected to exceed €269 billion in 2026, Guevara outlined four priorities that could determine Spain’s future competitiveness. Her appearance also comes as Madrid strengthens its international tourism influence as the headquarters of both WTTC and UN Tourism. What does this mean for Spain and the wider global tourism industry?
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At the sixth Turespaña Convention in Zaragoza, World Travel & Tourism Council (WTTC) President and CEO Gloria Guevara Manzo delivered a strong message about Spain’s leadership in the global travel and tourism industry, highlighting the country’s economic performance, international competitiveness, and strategic importance to the future of tourism.
Her appearance comes at a significant moment for both Spain and WTTC. With Madrid now home to WTTC’s global headquarters, alongside UN Tourism, Spain is increasingly positioned as a center of international tourism dialogue and public-private cooperation.
Yet Guevara’s message went beyond celebrating Spain’s achievements. It outlined what the country must do to maintain its leadership in an increasingly competitive global market.
Gloria Guevara Highlights Spain’s Economic Strength
Speaking at the VI Turespaña Convention in Zaragoza, Guevara emphasized the substantial economic contribution of travel and tourism to Spain.
According to figures shared by WTTC, the sector is expected to contribute more than €269 billion to Spain’s economy in 2026, with forecast growth of 4.1%.
Tourism Growth Forecast 2026
Source: WTTC’s 2026 tourism growth forecasts,
as reported in its LinkedIn announcement.
WTTC’s 2026 tourism growth forecasts, as reported in its LinkedIn announcement.
The figures place Spain ahead of both the European and global averages, reinforcing its importance as an international tourism powerhouse.
For Guevara, Spain’s success demonstrates how travel and tourism can support economic growth, investment, employment, and international connectivity.
Four Priorities for Spain’s Tourism Future
During her appearance in Zaragoza, Guevara identified four essential priorities for sustaining Spain’s tourism leadership: sustainability, balanced destination management, innovation and artificial intelligence, and talent development.
These priorities reflect challenges facing established destinations worldwide.
For Spain, managing tourism growth without increasing pressure on local communities, housing, infrastructure, and natural resources is particularly important.
Artificial intelligence could improve productivity and competitiveness, while workforce development remains essential for hotels, airlines, tourism operators, and smaller businesses.
The challenge is translating these priorities into policies and investments that benefit both international tourism companies and local communities.
Madrid’s New Role Adds Significance to Guevara’s Appearance
Guevara’s participation in Zaragoza also highlights WTTC’s increasingly close institutional relationship with Spain.
WTTC’s decision to establish its global headquarters in Madrid, relocating from London, places the organization in the same city as UN Tourism.
This creates opportunities for stronger dialogue between governments and the private sector, although meaningful cooperation will depend on concrete initiatives rather than geographical proximity alone.
For Spain, hosting these influential international organizations strengthens Madrid’s visibility as a meeting point for tourism policy, investment, and industry leadership.
From Malta Recognition to Zaragoza
Guevara’s remarks followed WTTC’s 26th Global Summit in Malta earlier in October, where Spain’s Minister of Industry and Tourism, Jordi Hereu, received the WTTC Global Champion Award.
WTTC recognized Hereu’s leadership in strengthening Spain’s tourism competitiveness.
The recognition, followed by Guevara’s appearance in Zaragoza, underscores Spain’s prominent position in WTTC’s international agenda.
What Comes Next?
The importance of Guevara’s message lies not only in Spain’s projected €269 billion tourism contribution, but in the expectations accompanying that success.
Spain has an opportunity to demonstrate how a mature tourism destination can combine economic expansion with environmental responsibility, technological innovation, and benefits for residents.
For WTTC, the Zaragoza convention also offered a platform to reinforce its role in shaping global tourism priorities from its new base in Madrid.
The next measure of success will be whether the principles highlighted by Guevara lead to measurable improvements in destination management, employment, competitiveness, and sustainable growth.
