World Travel & Tourism Council Moves Global HQ from London to Madrid: New Era for Tourism Leadership

Madrid (TRI) – In a pivotal development for the global travel and tourism industry, the World Travel & Tourism Council (WTTC) has announced its decision to relocate its headquarters from London to Madrid, Spain. The move, revealed on December 18, 2025, follows a rigorous selection process involving strong bids from Geneva, Milan, Paris, and Dubai.

The unanimous approval by WTTC’s 17-member Operating Committee highlights Madrid’s standout advantages: a competitive business environment, favorable tax incentives, streamlined visa and work permit processes, lower operating costs, strong government support, and exceptional international connectivity via Adolfo Suárez Madrid–Barajas Airport.

This relocation positions Madrid – already home to UN Tourism (formerly UNWTO) headquarters – as the undisputed world capital of tourism governance, uniquely bridging public-sector (UN Tourism) and private-sector (WTTC) leadership under one roof.

Why Madrid Won – And What It Means

WTTC evaluated candidates across six key criteria:

• Office rental and operational costs
• Tax environment and incentives
• Fast-track visas/work permits
• Government backing
• Cost of living for talent retention
• Proximity to international organizations

Madrid excelled, offering immediate access to a diverse talent pool of nearly 350 million professionals across Europe, while providing synergies with UN Tourism’s new offices set to open in 2026.

The shift also addresses post-Brexit challenges from the London base, including talent mobility restrictions, allowing WTTC to operate with greater agility and global reach.

WTTC Chairman Manfredi Lefebvre stated:

“The unanimous decision to establish our Global Office in Madrid reflects a clear view among the Operating Committee about what WTTC needs to succeed in the years ahead. This move ensures we operate more efficiently, deliver more value to our members, access the best global talent and maintain a truly international outlook, strongly supported by the Spanish government.”

Interim President and CEO Gloria Guevara added:

“Spain has prioritised travel and tourism and clearly understands the enormous contribution the sector makes to global growth. Being based in a competitive city like Madrid will help WTTC go from strength to strength.”

Spanish Minister of Industry and Tourism Jordi Hereu celebrated the win, noting it reinforces Spain as a “tourism powerhouse” and positions Madrid as the hub where “the future of tourism is decided.”

Implications for Global Tourism

The relocation elevates Spain’s influence in shaping international policy, research, and investment in travel and tourism. With WTTC representing the private sector’s leading voices – from airlines and hotels to tech and cruise lines – Madrid will host collaborative initiatives, pilot projects, and a potential “global tourism campus” funded by public-private partnerships.

This strategic pivot comes as the sector navigates sustainability, digital transformation, and post-pandemic growth, placing WTTC at the heart of Europe’s regulatory and innovation ecosystem.

For the industry, Madrid’s new status signals a vibrant era of cross-sector dialogue, stronger advocacy, and accelerated progress toward resilient, inclusive tourism worldwide.

A bold move that underscores Spain’s rising stature on the global stage.