A more diverse, globally integrated leadership structure marks a decisive evolution in how the private sector will shape travel’s next growth phase
MADRID (Tourism Reporter) — The World Travel & Tourism Council (WTTC) has entered a defining new phase, unveiling a restructured global leadership team from its new base in Madrid—a move that reflects both organisational transformation and a broader recalibration of power, priorities, and participation across the global tourism ecosystem.
More than a routine leadership announcement, this moment represents a strategic repositioning of the sector’s most influential private-sector voice. Under the stewardship of Gloria Guevara, President & CEO, the organisation has moved decisively to reinforce its global mandate through a leadership model that is more representative, more specialised, and more aligned with the realities of a rapidly evolving industry.
A Structural Reset for a Changing Industry
WTTC’s newly unveiled global team reflects a deliberate shift towards functional depth and global reach. The team now features 21 nationalities across five continents—including British, Spanish, Mexican, Saudi Arabian, Indian, Chinese, and Kenyan voices—mirroring the international nature of the industry it serves.
“We have built a leadership team that reflects the current and future needs and global nature of Travel & Tourism, with a broader mix of nationalities, expertise and perspectives than ever before,” said Gloria Guevara, President & CEO. “This diversity strengthens our ability to support our members, work with governments and deliver the insights and advocacy needed to drive sustainable growth across the sector.”
The Executive Leadership Team
The new structure combines deep expertise across three primary strategic pillars:
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Esteban Velásquez Wilhelm (Executive Vice President, Business Development and Members): Leads global commercial strategy, member engagement, and strategic partnerships. A former CEO of Karisma Hotels and Price Travel, his mandate is to drive long-term value creation across the private-sector network.
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Hon. Najib Balala (Executive Vice President, Advocacy, Government Affairs and Research): Leads the global advocacy agenda and policy research. As the former Tourism Minister of Kenya for over 12 years, his appointment injects significant public-sector experience into WTTC’s diplomatic efforts.
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Maribel Rodríguez Gamero (Executive Vice President, Destinations): Works with global destination leaders to support growth and representation within the Council, leveraging over 25 years of experience across aviation and hospitality.
Madrid: More Than a Headquarters
WTTC’s operations are now firmly anchored in Madrid, supported by regional directors across Latin America, the Caribbean, North Asia, South-East Asia, the Middle East, Africa, North America, and Europe. This geographic distribution is a strategic move to understand local market dynamics and deepen relationships with regional stakeholders.
From Representation to Influence: The Global Spine
The transformation is supported by a robust tier of Vice Presidents and Directors who operationalize the Council’s global advocacy:
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Sarah Jukes (Vice President, Strategic Communications and Content): Oversees messaging to amplify the sector’s voice.
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Julio Solvas (Chief Financial Officer): Manages global financial strategy and governance.
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Christopher Imbsen (Vice President of Policy): Drives the development of industry standards and frameworks.
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Lola Uña Cárdenas (Vice President of Government Affairs): Leads the interface between the private sector and global administrations.
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Sarah Wang (Regional Director Greater China) & Mansor Waleed Al Abdullah (Regional Director Middle East): Leading critical growth markets.
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Juan Antonio Arellano (Regional Director LATAM) & Roberto Palais (Regional Director Europe & Africa Destinations): Ensuring regional advocacy is localized and impactful.
The internal and strategic operations are further reinforced by Esmeralda Rios (Chief of Staff), Natalie Duggal (Finance Director), Nejc Jus (Research Director), and Pablo Dopacio (Human Resources Manager).
The Strategic Path Ahead
The inclusion of specialised leadership roles—such as Caroline Moultrie (Strategic Lead, Together in Travel), Daniela Wagner (Commercial Director), Marcela Lizarraga (Strategic Partnership Director), and Adolfo Reyes (Europe Membership & Engagement Director)—highlights a shift toward a more granular, results-oriented organizational model.
Manfredi Lefebvre, WTTC Chairman, emphasized the institutional significance of this reset:
“I’m proud of the WTTC global team that brings together exceptional experience from across the world, positioning WTTC to play an even more influential role in shaping the future of Travel & Tourism.”
The Bottom Line
WTTC’s unveiling of its new global team from Madrid marks a structural evolution. By bringing together former C-suite leaders, industry experts, and former Ministers, the organisation is positioning itself to operate with unprecedented depth. In an era where travel is transitioning from recovery to reinvention, this leadership architecture ensures that the private sector remains the primary architect of the industry’s future.
About WTTC
The World Travel & Tourism Council (WTTC) serves as the primary global authority for the private sector in the Travel & Tourism industry. Its membership is comprised of Chairmen, Presidents, and Chief Executives from the world’s most prominent travel and tourism enterprises, including airlines, hotels, cruise lines, tour operators, and technology firms. Utilizing this collective influence, WTTC collaborates with governments and international bodies to champion sustainable growth, bolster exports, generate employment, and foster global prosperity.
For over 30 years, WTTC has advocated for the significant economic and social impact of the Travel & Tourism sector. Through rigorous, evidence-based research, the Council quantifies the industry’s influence on GDP, jobs, exports, and broader societal welfare. These insights are instrumental in shaping policy, increasing public awareness, and strengthening collaboration between the public and private sectors
Tourism Reporter provides strategic insight into the global tourism economy—where policy, investment, and traveller behaviour intersect.
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