For a more sustainable global tourism

The World Travel & Tourism Council (WTTC) held its 25th Global Summit in Rome from September 28-30, 2025. This event was organized in collaboration with the Italian Ministry of Tourism, ENIT, the Municipality of Rome, and the Lazio Region.

The event took place at the Auditorium Parco della Musica, one of the world's most prestigious cultural and performing arts venues, providing a world-class setting for strategic dialogue, innovative ideas, and cultural exchange.

This landmark meeting brought together global leaders from the business, government, and media sectors for three days of discussions to shape the future of an industry that contributes 10% of global GDP.

Julia Simpson, President and CEO of the WTTC, stated that the Summit would provide “a perfect platform for global Travel & Tourism leaders to innovate, collaborate, and drive a decade of sustainable growth.”

Italy's Minister of Tourism, Daniela Santanchè, highlighted the prestige of the event, calling it "a historic moment that will attract significant investment to Italy."

Greg O'Hara (founder and Senior Managing Director of Certares, and current Chairman of the WTTC) described the Summit as "the most influential gathering in Travel & Tourism," while President-elect Lefebvre emphasized that Rome is at "a crucial moment to embrace innovation and resilience, ensuring a lasting legacy for future generations."

This high-level meeting brought together nearly 70 governments and more than 310 business leaders from the sector, supported by a large-scale institutional and business organization.

Italian Prime Minister Giorgia Meloni inaugurated the summit, marking a milestone: it is the first time Italy has hosted this event, which returns to European soil after six years in other regions. This gesture underscores the importance the Italian government places on tourism as an economic and strategic driver. With over 1,400 registered participants, including official delegations and private sector stakeholders, the event was positioned as a turning point for redefining the sector's direction in the coming decade.

This meeting, led by Gloria Guevara, concluded with the message that global tourism must evolve toward a more responsible model that recognizes ecological limits, democratizes access to lesser-known destinations, fosters innovation in tourism products, and promotes policies that harmonize growth with territorial regeneration. In an interconnected world, countries with a strategic vision and the capacity to diversify will be better positioned to lead the next stage of global tourism.

International Context

Turkey is a world leader in sustainable hotels, having certified more than 2,000 hotels under the standards of the Global Sustainable Tourism Council (GSTC), making it the country with the most sustainable accommodations in the world.

Regarding this, Turkey's Minister of Culture and Tourism, Mehmet Nuri Ersoy, stated: “Exceeding 2,000 certified hotels is a clear demonstration of our commitment and leadership in sustainable tourism. Our goal is for the entire hotel sector to achieve this certification by 2030, thus positioning Turkey as a global leader in tourism transformation.”

France, Italy, and Spain occupy the top three spots in the Wine Tourism Index published by TUI Musement, a study that ranks the continent's most prominent wine regions and reveals the trends driving the growth of this phenomenon.

Cruise tourism is gaining particular importance in the Gulf region, where Dubai has received nearly one million visitors by sea in the last two years, and Saudi Arabia is planning the construction of ten new ports along the Red Sea and the Arabian Gulf.

According to estimates from the World Travel & Tourism Council, tourism's contribution to the global economy will reach $11.7 trillion, equivalent to 10.3% of global GDP, surpassing all previous records. By 2025, global tourism will have consolidated its position as an economic force of unprecedented scope, contributing record figures to global GDP and sparking debates on sustainability, diversified offerings, and geopolitical challenges.