Eight priorities to unlock our future

Shaped by more than 200 interviews with CEOs and industry leaders and approved by our Executive Committee, these priorities informed every session in Valletta and will guide our work in the year ahead.

WTTC strategic agenda

Approved June 2026

Delivered through WTTC 360

A traveller photographing a city skyline at dusk

200+

interviews with CEOs and industry leaders

8

strategic priorities approved by our Executive Committee

60+

Ministers joined us in Valletta

1,500+

participants debated them at the Summit

What our Members asked us to focus on

Fragmented journeys, limited connectivity, labour shortages, investment constraints and growing pressure on destinations: these priorities are our answer.

01

Enable secure and seamless travel (e.g. digital standards, biometrics, visas, etc.)

02

Crisis preparedness, management and recovery

03

Destination stewardship and overcrowding (unmanaged travel)

04

Expanding connectivity (air, land, sea) and creating new travel corridors (e.g. global south, etc.)

05

Sustainability initiatives (e.g. ocean, circular economy, Basics, etc.)

06

Workforce (i.e. recruiting, attracting, retaining talent & skills development)

07

Harnessing new technologies (e.g. robotics, AI, etc.)

08

Policies to foster investment and new growth opportunities

The 7 Principles for Attracting Tourism Investment

Priority 8 in action: Investment and growth

A practical framework for governments that want to become investment-ready, drawn from the destinations attracting the most tourism capital.

Watch the 7 Principles
  1. Legal certainty and regulatory stability
  2. A one-stop-shop for tourism investment
  3. A tourism strategy with full stakeholder alignment
  4. Competitive fiscal and investment incentives
  5. Strong Head of State commitment
  6. Destination master plans with a visible project pipeline
  7. Sustained demand growth and market potential

The WTTC 7 Contemporary Wonders of the World

Priority 8: Investment

Priority 3: Destination stewardship

A year-long global search for the landmarks built since 1801 that have enhanced Travel & Tourism, communities and economic development, showing world-class tourism assets as strategic infrastructure that attracts investment and creates jobs.

Nominate a wonder

2B

media reach

42K

nominations

70

countries