Gloria Guevara, president of WTTC: "The World Cup put Mexico in front of millions of people and left infrastructure and experience"

The World Cup left Mexico with "infrastructure and promotion experience" October 20, 2026The travel and tourism sector contributes 11.6 trillion euros to the world economy, which is almost 10% of global GDP (9.8%) and 366 million jobs, meaning one in nine jobs. "If it were a country, the travel and tourism sector would be the third-largest economy in the world," said Gloria Guevara, president of the World Tourism and Travel Council (WTTC) during the annual conference held in Malta from October 7 to 9. Various aspects related to the sector were discussed, in which global growth of 2.5% is forecast for 2026. Regarding figures and problems, such as sargassum, the former Undersecretary of Tourism of Mexico, with more than three decades of experience in the sector, analyzed the situation in the country and the region for DW. DW: The Government of Mexico highlighted that 2026 is shaping up to be the most critical year for sargassum since satellite records exist. What actions must be taken to end this problem? Gloria Guevara: I lived it closely as secretary. Sargassum is not solved with a single action, nor just on the beach. Satellite monitoring and early warnings, containment and collection in the sea before it reaches the coast, and coordination between the federal government, states, municipalities, and the private sector, with stable financing are needed. If there is a tax, it must be reinvested in that. There also needs to be research into uses for biomass and transparent communication with travelers, with real-time information and activity alternatives. And, above all, regional cooperation. This problem extends to other countries in the region. How did the Malta conference address it? What other challenges were raised? Sargassum is framed within two of our eight priorities: sustainability and crisis preparedness and management. From the WTTC, we promote that the best practices be shared between countries facing the same challenge. Regarding other regional challenges: connectivity, visas, multi-destination, product development, security perception, talent, and a State policy that makes tourism a national priority. We want to work with Latin American countries on a regional plan, like the one that has triggered Asia-Pacific. Despite this, Mexico emerged as the country with the best performance in North America in the sector in 2025. What reasons have caused this situation? Mexico has a formula that has worked for 50 years: giving priority to the sector, with a Ministry of Tourism, working hand in hand with the private sector and a very committed business sector. This is added to its proximity and connectivity with the United States, which represents 85% of its international arrivals, and a very diverse offer: sun and beach, culture, gastronomy, archaeological sites. Furthermore, domestic tourism is a very solid base: it represents 85.2% of tourist spending. Even so, Mexico can grow more if it continues to invest in infrastructure and connectivity. In this sense, how has the football World Cup contributed to consolidating this position? Major events are an extraordinary showcase. The World Cup put Mexico in front of millions of people around the world and left infrastructure, experience in coordination and promotion. The great lesson is that the impact is not measured only during the event, but in what comes after: that those visitors and those who watched it on television want to return. For that, a legacy strategy is needed, coordination between the three levels of government and the private sector, and security and ease for the visitor. Besides Mexico, forecasts also predict a 4.1% growth in the GDP of the travel sector, and that tourism in Central and South America will grow by 4.1% in 2026. What factors explain this growth considering the current geopolitical context of the crisis in the Middle East? This growth reflects the strength of demand and the work of several countries in promotion and connectivity, but we have not yet unleashed all the potential. We lack connectivity between our countries, because many times one has to go north to come back down south. We also lack regional visas like those for Asia-Pacific, multi-destinations planned with tour operators, and more product development outside the usual destinations. If we work on that, the region can grow much more. The geopolitical context moderates the pace, but does not stop demand. Travelers do not decide mainly based on a political issue; they decide based on price, connectivity, facilitation, and offer. Tourists choose Latin America not because other destinations are being affected, but because the region offers a service of excellence, backed by its own and consolidated offer that combines culture, gastronomy, history, and natural attractions. What must be considered is that around 14% of international air traffic in transit passes through hubs like Dubai, Doha, or Abu Dhabi, so any interruption there affects routes between Asia, Europe, and America. This is added to the price of oil, which is reflected in airfares, especially on long-haul flights. That is why it is so important that governments do not add more pressure with aviation taxes. You return to the presidency of the WTTC, after a five-year break. What new vision do you bring to the WTTC, whose headquarters moved this year from London to Madrid? When I came out in 2021, the sector was facing the biggest crisis in its history. Today we have overcome the pre-pandemic levels and the sector represents almost 10% of global GDP, and one in nine jobs. But the challenges have also changed: artificial intelligence, lack of talent, managing destinations with high demand, and the need to travel without friction. I return with a very clear vision that we have to move from conversation to action. That is why, with our members, we have identified eight priorities. Among them are safe and frictionless travel, with digital identity and biometrics, destination management, sustainability, technology, crisis preparedness, connectivity, talent, and policies for investment. Spain is a tourism power: it has 45 million inhabitants and receives almost 100 million visitors. Furthermore, it is a natural bridge to Latin America by language, culture, investment, and air connectivity.