Rome will serve as an international benchmark for sustainable, resilient tourism
When illness interrupted the expected order of leadership, the World Travel & Tourism Council turned to a familiar and pioneering figure: Gloria Guevara, the first woman and first Latin American to have led the organization, has been appointed interim director general to guide the council's 25th annual summit in Rome from September 28 to 30. Her return is not merely an administrative remedy — it is a reminder that experience, once earned in service of a global industry, rarely loses its relevance. With the travel and tourism sector projected to contribute $16.5 trillion to the world economy by 2035, the stakes of this gathering in Rome extend well beyond a single event.
- Julia Simpson's sudden illness left the WTTC's most important annual gathering without its chief voice just weeks before the Rome summit, forcing the board to act swiftly.
- The vacancy was not merely logistical — it threatened the continuity and credibility of an event that draws the world's most powerful travel and tourism executives.
- The board reached back to a proven leader: Guevara, who had already broken barriers as the organization's first female and first Latin American president, offered both institutional memory and global standing.
- Rome's summit, themed 'The Great Beauty,' will tackle sustainability, wellness tourism, and technological transformation of travel — conversations with a decade-long horizon and a $16.5 trillion economic backdrop.
- Italian officials and industry leaders are treating the gathering as a historic inflection point, and Guevara has already framed her mandate: make Rome an international benchmark for tourism that is sustainable, resilient, and inclusive.
Gloria Guevara, the Mexican executive who once made history as the first woman and first Latin American to lead the World Travel & Tourism Council, has been called back to the organization in an interim capacity. The WTTC's board appointed her director general this week after current president Julia Simpson announced she would be unable to attend the council's 25th annual summit in Rome due to illness. The gap required immediate action, and Guevara — whose prior tenure included landmark events from New York to Cancún — was the board's answer.
The Rome summit, running September 28 through 30 at the Parco Della Musica auditorium, is the industry's most prominent annual gathering, bringing together chief executives and senior leaders from the world's largest travel and tourism companies. This year's theme, 'The Great Beauty,' sets the stage for discussions on sustainability, innovation, wellness tourism, and the technological reimagining of how people move through the world.
The economic weight behind these conversations is considerable. By 2035, the travel and tourism sector is projected to contribute $16.5 trillion to the global economy, and the WTTC views Rome as the platform where the industry's next decade will begin to take shape. Guevara has already articulated her vision: Rome should stand as an international benchmark for tourism that is sustainable, resilient, and inclusive. Italian tourism minister Daniela Santanchè echoed that ambition, calling the summit a historic opportunity to draw major investment to the country. With Guevara at the helm, the council moves forward with both urgency and continuity.
Gloria Guevara, a Mexican executive who once led the World Travel & Tourism Council, has been called back to steer the organization through an unexpected leadership gap. The WTTC's board appointed her as interim director general this week, tasking her with overseeing final preparations for the council's 25th annual summit, scheduled for Rome from September 28 through 30.
The appointment came after Julia Simpson, the organization's current president and chief executive, announced she would be unable to attend the Rome gathering due to illness. Simpson's absence created an immediate need for experienced leadership to manage what the WTTC describes as the most influential event on the global travel and tourism calendar. Guevara, who had previously held the top position at the organization, emerged as the board's choice to fill the role.
Guevara's history with the WTTC positions her as a natural fit for the interim role. She was the first woman and the first Latin American to lead the organization as both president and chief executive. During her previous tenure, she orchestrated a series of significant events: the inaugural global forum on environmental action and climate change in the travel and tourism sector, held in New York; regional leadership forums; and global summits hosted in Spain, Argentina, and Cancún. Her track record in the sector spans both the public and private spheres, a combination that Greg O'Hara, the WTTC's board chair, highlighted in his public recognition of her appointment.
The Rome summit itself carries substantial weight within the industry. Held at the Parco Della Musica auditorium, the three-day event will bring together presidents, chief executives, and senior leaders from the world's largest travel and tourism companies. This year's theme, "The Great Beauty," frames discussions around sustainability, innovation, and sector resilience. The agenda will examine the rise of wellness tourism and how transportation is being reimagined to match evolving traveler behavior driven by technological advancement.
The timing reflects broader economic stakes. Industry projections estimate that by 2035, travel and tourism will contribute 16.5 trillion dollars to the global economy. The WTTC, which works with governments and international institutions to promote sustainable growth in the sector, sees the Rome summit as a platform for defining the industry's trajectory over the coming decade. Guevara has already signaled her vision for the event, stating that Rome will serve as an international benchmark for promoting tourism that is sustainable, resilient, and inclusive.
Italian officials have embraced the summit's arrival. Daniela Santanchè, Italy's tourism minister, characterized the gathering as a historic moment and a singular opportunity to attract major investment to the country. Simpson herself, despite her absence, affirmed Rome's significance as a venue where global leaders can innovate, collaborate, and establish the foundation for a decade of sustainable growth. The stage is set for Guevara to demonstrate why the board turned to her experience when continuity became essential.
Citas Notables
Rome will be an international reference point for promoting sustainable, resilient, and inclusive tourism— Gloria Guevara, interim director general of WTTC
The gathering represents a historic moment and unique opportunity to attract major investment to Italy— Daniela Santanchè, Italian Minister of Tourism
La Conversación del Hearth Otra perspectiva de la historia
Why bring back someone who's already led the organization? Why not promote from within?
Guevara isn't just a former leader—she's the only person who's held the top job at WTTC and succeeded at it. The board needed someone who could walk in and command the room immediately, not someone learning on the job during a major summit.
Is this a permanent move, or truly temporary?
The title says interim, which matters. Simpson is ill, not gone. This is about getting Rome right and then reassessing. But it also signals that Guevara is trusted enough to handle the organization's most visible moment.
What makes Rome different from other summits?
It's the 25th annual gathering—a milestone. And the economic projections are staggering: 16.5 trillion dollars by 2035. This isn't just networking. It's where the industry's future gets written.
Does Guevara's Mexican background matter here?
It did before. She was the first Latin American to lead WTTC, which broke a pattern. Now it signals that the organization values global perspective, not just Western leadership. That's especially important when you're talking about sustainable tourism across borders.
What's the real pressure on her?
She has three weeks to finalize an event that will be watched by the world's most powerful travel executives. One misstep reflects on the entire organization. But she's done this before, and the board knows it.