The global travel and tourism industry is expected to maintain its growth momentum despite ongoing geopolitical tensions, economic headwinds and climate-related challenges, according to Gloria Guevara, President and CEO of the World Travel & Tourism Council (WTTC). Speaking during a media roundtable in New Delhi, Guevara also urged India’s fragmented travel industry to unite under a common platform to strengthen collaboration with policymakers and unlock the country’s full tourism potential.
Addressing journalists during her visit to India, Guevara said the travel sector has repeatedly demonstrated remarkable resilience, recovering from every major crisis over the past three decades.
“The uncertainty has always been there,” she said, recalling that WTTC had analysed around 90 major disruptions—including disease outbreaks, geopolitical conflicts and natural disasters—even before the COVID-19 pandemic. “The lesson is not about avoiding uncertainty, but about recovering faster and managing it better. Wherever travellers had confidence and clear information, recovery happened much more quickly,” she noted.
Guevara cited the September 11 attacks as one of the industry’s slowest recoveries due to the absence of standardised aviation security protocols at the time. By contrast, she said the tourism sector rebounded far more rapidly after the pandemic as governments and the industry implemented coordinated measures to restore traveller confidence.
She believes global tourism will continue to expand even amid current geopolitical challenges.
“People will continue to travel. What changes is where they travel, when they travel and sometimes how long they stay,” Guevara observed, adding that travellers today have become significantly more resilient and adaptable than in previous decades.
Tourism to Outpace Global Economic Growth
WTTC forecasts global travel and tourism to grow by 3.2 per cent this year, surpassing the projected 2.4 per cent growth of the global economy.
According to the Council’s projections, the sector is expected to contribute nearly USD 12 trillion to the global economy while supporting approximately 376 million jobsworldwide. International visitor spending is forecast to exceed USD 2 trillion, while domestic tourism expenditure is expected to reach USD 5.9 trillion.
The Asia-Pacific region is anticipated to remain one of the strongest-performing tourism markets, with projected growth of 5.4 per cent.
India Among the Fastest-Growing Tourism Markets
Highlighting India’s outlook, Guevara said the country is expected to outperform both the global average and the broader Asia-Pacific region, with tourism growth projected at over 8 per cent.
She also expressed optimism about India’s inbound tourism prospects, estimating that international visitor spending could increase by around 15 per cent, supported by policy measures such as the expansion of the e-visa programme.
However, she noted that India continues to attract a relatively modest share of global international visitor spending and has considerable room for growth.
“India has enormous potential. The country has the infrastructure, the diversity and the experiences that international travellers seek. The next step is to remove barriers, strengthen promotion and execute a coordinated strategy involving both government and the private sector,” she said.
Climate Change Reshaping Travel Behaviour, Not Demand
Commenting on climate change, Guevara said changing weather patterns are influencing how travellers plan their holidays but are unlikely to reduce overall tourism demand.
She noted that while some travellers—particularly retirees—may choose to visit destinations during cooler months, families remain largely constrained by school holiday calendars.
Rather than cancelling trips, travellers are adapting by adjusting their daily schedules, exploring destinations during cooler mornings and evenings while avoiding peak afternoon temperatures.
“I don’t foresee a decline in tourist numbers. Destinations are adapting, and travellers are adapting too,” she said.
Sustainable Tourism Must Remain a Priority
Guevara emphasised that sustainability continues to be one of WTTC’s highest priorities.
She called for greater awareness among travellers regarding responsible tourism practices, including reducing waste, conserving water and respecting local communities and natural environments.
Equally important, she said, is ensuring that destination planning keeps pace with tourism growth.
“Local authorities need to integrate tourism into urban planning. Infrastructure, water, energy and public services must be designed to benefit both residents and visitors,” she explained.
Call for a Unified Voice for India’s Tourism Industry
One of Guevara’s strongest messages focused on the need for India’s numerous travel and tourism associations to work together under a unified umbrella organisation.
She argued that a consolidated industry voice would enable more effective engagement with governments and accelerate policy implementation.
“When the private sector is united, it becomes much easier to work with government. It’s not about individual organisations—it’s about unlocking the country’s tourism potential,” she said.
Pointing to countries such as Spain, Japan and Mexico, where unified industry bodies work closely with governments, Guevara said collaboration has played a significant role in strengthening tourism competitiveness.
She also stressed that India should pursue simultaneous growth in both domestic and international tourism.
While domestic travel has expanded significantly, she said attracting more overseas visitors remains essential for increasing foreign exchange earnings and improving India’s share of global tourism.
Calling for stronger international marketing, Guevara said India’s flagship tourism campaign should continue to receive sustained investment alongside improvements in visitor experience.
“If you want to compete with the world’s leading destinations, you need to invest consistently in promotion. But promotion alone is not enough—you must also deliver the experience you promise,” she concluded.
