VALLETTA (MALTA) (ITALPRESS/MNA) – The three-day Global Summit of the World Travel and Tourism Council (WTTC) opened in Malta on Wednesday, bringing together hundreds of tourism industry leaders, government officials and journalists.
WTTC Chairman Manfredi Lefebvre described the gathering as the “Davos of tourism”, with the annual summit held in a different country each year.
WTTC President and CEO Gloria Guevara said more than 200 business leaders and 60 government officials were attending, alongside a large contingent of journalists.
She said the global tourism sector grew by 2.5% in 2025, with further figures on the European market due to be released during the summit.
Malta recorded the strongest tourism performance in Europe, Guevara said, with the sector growing by 16.8% in 2025. She attributed the result to strong policies and partnerships.
Malta Tourism Authority CEO Carlo Micallef said the country aimed to play a meaningful role in global tourism.
He said Malta’s long-term strategy was shifting towards high-value, year-round tourism that benefits local communities while preserving the country’s distinct identity.
MTA Chairman Charles Mangion said destinations must rethink how they attract visitors while balancing tourism growth with responsibility.
Tourism has been central to Malta’s development, he said, creating jobs while allowing visitors to experience Maltese culture and communities.
Mangion highlighted evolving consumer expectations, geopolitical uncertainty, changing travel preferences and climate change as key challenges facing the sector.
He said long-term thinking was needed to ensure tourism delivered meaningful benefits to communities and the people who give destinations their character.
Tourism Minister Jo Etienne Abela said the summit brought together the industry’s “movers and shakers” to discuss not only economic growth but also human experiences.
He expressed hope that the summit would lead to productive and fruitful discussions for the global tourism industry.
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(ITALPRESS).
