We complement each other rather than compete
En un momento en que el turismo mundial genera uno de cada tres empleos nuevos en el planeta, Madrid ha sido elegida como sede permanente del Consejo Mundial de Viajes y Turismo, arrebatando el honor a París, Italia y Dubái. La decisión, respaldada por diecisiete directores ejecutivos que representan a más de doscientas organizaciones, no es solo un traslado administrativo: es el reconocimiento de que España ocupa hoy un lugar central en la geografía del turismo global. El movimiento llega en un momento de contrastes profundos, con una industria en expansión histórica pero con Estados Unidos enfrentando pérdidas millonarias por políticas migratorias que alejan al viajero internacional.
- El WTTC abandona Londres de forma definitiva y elige Madrid como su nuevo hogar institucional, en una decisión que no admite marcha atrás.
- España compitió y venció a destinos de peso como París, Italia y Dubái gracias a su conectividad, su pertenencia al espacio Schengen y un respaldo político transversal poco común.
- La organización deberá trasladar a quince profesionales desde Londres y contratar veinte nuevos empleados, mientras aún negocia con el gobierno español los detalles del emplazamiento definitivo.
- La proximidad a la sede de ONU Turismo en Madrid abre una vía de colaboración estratégica entre las dos grandes instituciones del sector a escala mundial.
- Mientras el turismo global crece hasta los 11,7 billones de dólares, Estados Unidos pierde terreno: las políticas migratorias de la administración Trump amenazan con costarle unos diecinueve mil millones de dólares en ingresos turísticos internacionales.
El Consejo Mundial de Viajes y Turismo cerrará sus oficinas en Londres para instalarse de forma permanente en Madrid, en un traslado que traerá consigo alrededor de 45 empleos. Gloria Guevara, presidenta y CEO interina de la organización, lo anunció esta semana junto al ministro de Turismo español, Jordi Hereu. La decisión fue adoptada por los diecisiete directores ejecutivos del consejo, que representan a más de doscientas organizaciones del sector turístico mundial.
Madrid se impuso a París, Italia y Dubái gracias a una combinación de factores: su condición de hub turístico global, el acceso al espacio Schengen, unas infraestructuras de transporte de primer nivel y, de manera significativa, el respaldo unánime de instituciones de distinto signo político. El WTTC trasladará a unos quince profesionales desde Londres y contratará veinte personas más en la capital española, aunque los detalles sobre la ubicación exacta de la sede y las condiciones para conformar un equipo internacional todavía se están negociando con el gobierno.
Guevara aprovechó el anuncio para aclarar el papel de la organización: el WTTC no es un grupo de presión ni representa a un subsector concreto, sino que actúa como voz del conjunto de la industria turística privada a escala global, elaborando informes, documentando el impacto de las políticas públicas y formulando recomendaciones. En ese sentido, la cercanía a la sede de ONU Turismo en Madrid no es un detalle menor: ambas instituciones podrán colaborar con mayor fluidez, algo que Guevara ya está cultivando en su relación con Shaikha Al Nowais, directora de ONU Turismo.
El traslado se produce en un momento de expansión del sector: el turismo mundial ha alcanzado los 11,7 billones de dólares, con un crecimiento del 6,7 por ciento, y genera uno de cada tres empleos nuevos en el mundo. La excepción notable es Estados Unidos, donde las llegadas internacionales están cayendo, especialmente desde Canadá y Europa. Guevara atribuye este retroceso directamente a las políticas migratorias de la administración Trump, que podrían costarle al país unos diecinueve mil millones de dólares en ingresos turísticos, una pérdida que el turismo doméstico no puede compensar.
The World Travel & Tourism Council is packing up its London offices and moving to Madrid, bringing with it a permanent headquarters and roughly 45 new jobs. Gloria Guevara, the interim president and CEO of the organization, made the announcement this week alongside Spain's tourism minister, Jordi Hereu. The move, she emphasized, is not temporary. It reflects a decision made by the seventeen executive directors who sit on the council's board—representatives of more than two hundred member organizations across the global tourism industry.
The logistics are already taking shape. WTTC will relocate about fifteen professionals from its current London base and hire twenty additional staff members in Madrid. The organization is still finalizing details with the Spanish government about the exact location of the new headquarters and the terms that will make it possible to assemble an international team. Guevara spoke at a press conference in the capital, describing the mood as enthusiastic. Spain, she noted, had competed against Paris, Italy, and Dubai for the honor. What tipped the scales in Madrid's favor was a combination of factors: the city's standing as a global tourism hub, its position within the Schengen zone, and the quality of its transportation connections. But perhaps most telling was the way Spain's bid came together. It was not a partisan effort. Institutions across the political spectrum threw their weight behind it, and the city of Madrid itself was part of the pitch.
Guevara was careful to explain what WTTC actually does, perhaps because the organization's role is not widely understood. It is not a lobbying group. It does not represent a niche—airlines have IATA for that. Instead, WTTC speaks for the entire private tourism sector across all geographies. Its work consists of producing reports on the industry, documenting the effects of public policy, and offering recommendations to governments and stakeholders. In that sense, its relocation to Madrid is strategic in another way: the United Nations Tourism organization also operates from the Spanish capital. The proximity will make collaboration easier, Guevara said. She has been in regular contact with Shaikha Al Nowais, who leads UN Tourism. The two organizations, she stressed, complement each other rather than compete.
The broader context for this move is a tourism industry in robust health. Globally, the sector is generating one in every three new jobs created worldwide. It has grown to 11.7 trillion dollars, up 6.7 percent. The outlook for most major tourism markets is strong. There is one significant exception: the United States. International arrivals to America are falling, particularly visitors from Canada and Europe. The reason, according to Guevara, traces directly to immigration policy under the Trump administration. The United States stands to lose roughly nineteen billion dollars in international tourism revenue as a result. That loss is not being offset by domestic tourism, where spending patterns differ. The decline represents a structural headwind for American tourism that will likely persist as long as the policies driving it remain in place.
Citações Notáveis
We want to move about 15 professionals from London and hire 20 people in Madrid— Gloria Guevara, interim president and CEO of WTTC
This is a permanent headquarters decided by the 17 executive directors and representing more than 200 members— Gloria Guevara
A Conversa do Hearth Outra perspectiva sobre a história
Why did Spain win this bid over Paris or Dubai? What made the difference?
It wasn't just about being a tourism capital, though Madrid certainly is one. Spain presented a unified front—government, city, institutions all aligned. They're in the Schengen zone, which matters for movement of staff and visitors. But I think what really mattered was that they made it clear this was permanent, not a temporary arrangement. They weren't bidding for a five-year term.
And the timing—why now? Why is WTTC making this move at this particular moment?
The organization represents the entire private tourism sector globally. Being in Madrid puts them next to UN Tourism, which strengthens their voice in policy conversations. But there's also a practical reason: they need to be where the action is, and right now the action is in Europe and the Middle East. London was fine, but Madrid is more central.
You mentioned the US losing nineteen billion dollars in tourism revenue. That's a staggering number. How does that happen so quickly?
Immigration policy. When a government makes it harder or more uncertain for international visitors to enter, people simply don't come. Canadians and Europeans are choosing other destinations. It's not a gradual decline—it's immediate. People book trips months in advance, and if the visa situation looks complicated or unwelcoming, they go elsewhere.
Does this loss hurt the broader global tourism industry, or is it isolated to America?
It's isolated to America. The rest of the world is growing. That's why WTTC is optimistic about the sector overall. But it does mean the US is losing market share and revenue at a moment when tourism is booming everywhere else.
What does WTTC actually do that makes it worth having a permanent headquarters?
They're not lobbyists. They produce research, document how policies affect the industry, and make recommendations. They speak for the entire private sector—hotels, airlines, tour operators, restaurants, all of it. No other organization does that at that scale.