Switzerland Tourism is the destination marketing organisation responsible for promoting Switzerland as a travel destination. Working in partnership with the tourism industry and the public sector, it positions the country as a high-quality, sustainable and year-round destination for leisure and business travel.

Headquartered in Zurich, ST is active in 35 offices across 21 source markets in Europe, the Americas, Asia, and the Middle East. In total, the organisation has around 280 employees, corresponding to 255 full-time equivalents (FTEs).

WTTC President & CEO Gloria Guevara said: “Switzerland is known for its unique alpine landscapes, rich cultural heritage, and wide range of year-round experiences for both leisure and business travellers. We look forward to working together to support sustainable tourism growth and further strengthen Switzerland’s position as a high-quality destination on the global stage.”

Switzerland Tourism CEO Martin Nydegger said: “Joining WTTC enables Switzerland Tourism to engage more closely with global tourism leaders, contribute Swiss perspectives to international discussions, and help advance a tourism sector that is sustainable, resilient and economically strong. As a nationally mandated, but independently managed body co-financed by taxpayers and industry partners, Switzerland Tourism wants to benefit from WTTC’s industry-led ecosystem, which facilitates direct engagement with global business leaders.”

(Source: WTTC)

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IATA reported that capacity, measured in available seat kilometres (ASK), decreased 1.7% year-on-year. The load factor was 83.6% (+3.1 ppt compared to March 2025).

International demand fell 0.6% compared to March 2025. Capacity was down -6.2% year-on-year, and the load factor was 84.1% (+4.7 ppt compared to March 2025). 

The overall decline in international traffic was driven by a -60.8% drop in the Middle East.

Meanwhile, domestic demand increased 6.5% compared to March 2025. Capacity increased 5.6% year-on-year. The load factor was 83.0% (+0.7 ppt compared to March 2025).

“Demand for air travel continued to grow in March despite disruptions in the Middle East. The nearly 61% decline in international traffic by carriers in the Middle East did, however, restrain global growth to 2.1%. Outside of the Middle East, demand grew by 8%,” said IATA’s Director General Willie Walsh.

“Everybody’s watching what’s happening with jet fuel—both supply and pricing. On the supply side, over the next few months, we could see shortages in parts of the world that rely heavily on Gulf supplies, especially in Asia and Europe. And the extraordinarily high cost of jet fuel is increasingly being reflected in ticket prices. While this has not impacted March traffic or forward bookings to date, it remains to be seen at what point high prices could start to shift passenger behaviour. So far, the summer is shaping up to be a normally busy time for travel. That’s positive news, but airline resilience is being tested and stabilising the supply and price of fuel is crucial. In the meantime, it’s important for regulators to be prepared to grant airlines some flexibility on slots, considering the extraordinary circumstances of airspace capacity restrictions and potential fuel rationing,” said Walsh.

Regional Breakdown – International Passenger Markets 

International RPK fell -0.6%, the first decline since March 2021. This fall was due to a major decrease in traffic in the Middle East. In contrast, other international markets grew by 9%, and the passenger load factor rose in all regions except the Middle East.

Asia-Pacific airlines achieved an 11.5% year-on-year increase in demand. Capacity increased 1.5% year-on-year, and the load factor was 91.2% (+8.1 ppt compared to March 2025). Traffic in the region was boosted by the tail end of the Lunar New Year travel period, as well as by international routes (except those to the Middle East), which saw double-digit expansion.

European carriers saw a 7.7% year-on-year increase in demand. Capacity increased 3.2% year-on-year, and the load factor was 81.4% (+3.4 ppt compared to March 2025). Traffic between Europe and Asia surged 29.3% as direct services replaced traffic transiting through the Middle East.

North American carriers saw a 3.7% year-on-year increase in demand. Capacity increased 0.9% year-on-year, and the load factor was 85.5% (+2.3 ppt compared to March 2025). Transatlantic travel grew 3.3%, and the growth rate between Asia and North America more than doubled compared to February.

Middle Eastern carriers saw a 60.8% year-on-year decrease in demand. Capacity decreased 56.9% year-on-year, and the load factor was 67.8% (-6.6 ppt compared to March 2025). These figures are a direct result of the US-Israel-Iran war, which closed much of the airspace in the region.

Latin American airlines achieved a 12.1% year-on-year increase in demand. Capacity climbed 8.4% year-on-year. The load factor was 83.8% (+2.7 ppt compared to March 2025).

African airlines saw a 19.2% year-on-year increase in demand. Capacity was up 4.2% year-on-year. The load factor was 77.7% (+9.8 ppt compared to March 2025).

(Source: IATA)

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IPS has a global footprint and a diversified customer base across the public and private sectors, and the EUR1.2 billion acquisition, upon closing, will further strengthen Amadeus’ biometric and identity capabilities by leveraging IPS’ market-leading technology, end-to-end platform, and strong global blue-chip client base. It will follow Amadeus’ 2024 acquisition of Vision-Box.

With trusted digital identity becoming a foundational layer across the end-to-end travel journey, and as biometric adoption quickly accelerates across the travel industry, this acquisition will accelerate Amadeus’ growth in airports and border verticals, enhancing its position in this space, underlining the company’s deliberate strategy to bring biometric identity capabilities into its core travel platform.

By integrating biometric capabilities with airline, airport, border, and hotel systems, Amadeus can support the next phase of automation, delivering more seamless, automated, and AI-enabled travel journeys while ensuring a secure identity layer is in place across the entire journey. A combined Amadeus-IPS offering will also drive further digitalisation of core travel processes, delivering faster, more secure interconnectivity among a range of stakeholders. 

Biometrics enable instant identity verification, leading to faster processing, stronger security, and more efficient operations.

At the same time, this acquisition will increase Amadeus’ ability to connect touchpoints across the traveller journey, aligning it with its ambition to be an orchestrator of the travel ecosystem and enabling it to support a more integrated passenger journey from booking through airport processing and boarding.

“This demonstrates further our long‑term commitment to biometrics as part of our broader platform strategy. Alongside AI, biometrics is one of the most transformative technologies for delivering fast, convenient, and secure end‑to‑end traveller journeys. This will enable us to deliver our services across more traveller touch points, in turn reducing friction and improving the traveller experience, while supporting our ambition to expand biometric capabilities further, extending traveller ID throughout the journey,” said Amadeus President and CEO, Luis Maroto. “In a fast‑evolving AI world, the bridging of physical and digital identity will be critical for seamless travel. By combining Amadeus and IPS capabilities, we will be able to create more joined‑up travel journeys in the future, better connecting the travel ecosystem and linking the traveller to the different steps of the journey.”

The intended acquisition is subject to customary closing conditions, including regulatory approvals, with closing expected mid-2027.

There is an agreed earn‑out structure that supports long‑term value alignment between the parties, which could result in total consideration of EUR1.35 billion.

BNP Paribas is acting as the exclusive financial advisor to Amadeus

(Source: Amadeus)

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The leadership team demonstrates WTTC’s evolution to meet the current and future needs of the global private sector, with a broader mix of nationalities and expertise across different sectors. 

WTTC’s expanding team features 21 nationalities across five continents, including British, Spanish, Mexican, Saudi Arabian, Indian, Chinese and Kenyan.

WTTC’s new leadership structure combines deep expertise across key strategic priorities:

Esteban Velásquez Wilhelm, Executive Vice President, Business Development and Members, leads global commercial strategy, member engagement, and strategic partnerships.

With more than 25 years of experience across the global travel, hospitality, and travel technology sectors, as the former CEO of Karisma Hotels and Price Travel, Esteban brings a strong track record of driving growth and long-term value creation. 

Hon Najib Balala, Executive Vice President, Advocacy, Government Affairs and Research, leads WTTC’s global advocacy agenda, government engagement, and policy research.

A globally recognised public-sector leader and former Tourism Minister of Kenya for more than 12 years, Najib brings extensive experience in shaping national and international tourism policy and strengthening enabling environments for Travel & Tourism growth. 

Maribel Rodríguez Gamero, Executive Vice President, Destinations, works closely with destination leaders worldwide to support their growth and increase their representation in WTTC.

With over 25 years of international experience spanning aviation, hospitality,  global events and destination development, Maribel brings deep expertise in shaping destination strategy and strengthening global tourism ecosystems. 

Sarah Jukes, Vice President, Strategic Communications and Content, oversees messaging and content development to amplify the voice of Travel & Tourism and position WTTC’s advocacy efforts.

She rejoins WTTC from Burson, London and brings significant experience in strategic communications, international affairs and thought leadership across three continents, supporting engagement with governments, global institutions, and key stakeholders.

Julio Solvas, Chief Financial Officer, oversees WTTC’s global financial strategy, governance, planning and reporting. With more than three decades of experience in multinational and travel-related organisations, Julio brings expertise in financial management, multi-country operations and supporting organisational growth.

Other team appointments
Caroline Moultrie, Strategic Lead, Together in Travel

Christopher Imbsen, Vice President of Policy 

Lola Uña Cárdenas, Vice President of Government Affairs

Natalie Duggal, Finance Director

Nejc Jus, Research Director

Esmeralda Rios, Chief of Staff 

Pablo Dopacio, Human Resources Manager

Marcela Lizarraga, Strategic Partnership Director

Mansor Waleed Al Abdullah, Regional Director Middle East

Adolfo Reyes, Europe Membership & Engagement Director

Juan Antonio Arellano, Regional Director LATAM

Roberto Palais, Regional Director Europe & Africa Destinations

Sarah Wang, Regional Director, Greater China

Daniela Wagner, Commercial Director

WTTC’s operations are based in Madrid, with regional directors located across Latin America & the Caribbean, North Asia, Southeast Asia, the Middle East, Africa, North America, and Europe.

This expanded regional presence strengthens the organisation’s relevance and engagement with both Members and destinations.

It also enhances WTTC’s ability to understand local market dynamics, deepen relationships with key stakeholders, and deliver more impactful advocacy and research across the global Travel & Tourism sector.

WTTC President & CEO, Gloria Guevara commented: “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.

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.”

WTTC Chairman Manfredi Lefebvre noted: “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.”

(Source: WTTC).

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The new service expands the airline’s North American network to nine destinations, strengthening ITA Airways’ position in the US — its most important market outside Italy. Houston, the fourth-largest city in the US and a global energy hub, has historically lacked nonstop service to Rome. The new route is expected to support growing business, tourism, and family travel between the two markets.

Launch events were held in both Rome and Houston with government officials, airport leaders, and company executives, underscoring the route’s economic and cultural significance.

“Houston is a key addition for our airline, representing a further growth in our long-haul network, on which we intend to build our future development. It’s a vibrant city that combines its role as a global energy capital with a growing arts and cultural scene. The new service opens up more of Italy to Houstonians and the wider Gulf Coast region, providing a direct gateway to Rome, and onward connections across Italy and Europe,” said ITA Airways CEO and General Manager Joerg Eberhart. “We are proud of our service, where travellers can begin to experience Italy from the moment they depart Houston.”

Houston, and more broadly Texas, represents a market of primary strategic importance, underpinned by a highly developed industrial base and strong potential for business travel between Italy and the United States. Houston stands out as a global hub for the energy and aerospace industries, with a particular focus on key sectors such as aerospace, defence, and government. The region is also distinguished by the presence of major corporate groups, which contribute to steady, well-established demand.

ITA next-generation Airbus A330-900 flies the direct Rome-Houston service. Houston joins ITA Airways’ North American network alongside New York, Boston, Miami, Los Angeles, San Francisco, Washington DC, Chicago, and Toronto. The new connection will initially operate three weekly frequencies, increasing to five from 1 June, 2026. It will offer convenient connections to numerous Italian destinations through the airline’s extensive domestic network from Rome Fiumicino and Milan Linate, reinforcing ITA Airways’ role as a bridge between North America, Italy, and Europe. 

(Source: ITA)

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The GNTO is based at the Singapore-German Chamber of Industry and Commerce (SGC). Tourism executives and institutional partners celebrated the launch of the GNTB’s Singapore office on the evening of 28 April.

The establishment of a dedicated base in Singapore underscores the growing importance of Southeast Asia as a key inbound market for Germany. Between 2015 and 2025, overnight stays from Southeast Asia in Germany increased by 216,204 (+14%), reflecting resilient demand and continued travel interest in the destination. 

In 2025, the region accounted for 1.73 million overnight stays in Germany. Southeast Asian travellers are also a high-value segment: in 2025, travel-related revenue reached EUR 1. 34 billion, with an average length of stay of 10.3 nights.

The GNTB was represented in the Southeast Asia market from 2017 to 2020, but the office closed due to the COVID-19 pandemic. The return to Singapore reflects renewed momentum and long-term commitment to the region, supported by positive regional economic fundamentals, with Southeast Asia projected to record 4% economic growth in 2025. (Source: Germany Trade & Invest – GTAI).

The Singapore GNTO will serve as a hub for the GNTB’s sales and marketing activities across key ASEAN markets, including Indonesia, Singapore, Malaysia, Thailand and Vietnam. In close collaboration with the German travel industry, private -sector partners, and trade associations, the GNTO develops targeted campaigns to strengthen Germany’s position as a preferred business and travel destination.

The establishment of our Singapore GNTO marks an important milestone in strengthening Germany’s tourism presence in Southeast Asia. As a dynamic and well-connected market, Singapore provides an ideal platform to deepen engagement with key ASEAN countries.

Following a competitive tender process, we have opted to establish our GNTO within the Singapore-German Chamber of Industry and Commerce, given its strong network and support for German-Singapore business cooperation. We look forward to working closely with our partners to further position Germany as a diverse and attractive destination for both leisure and business travellers,” said  German National Tourist Board (GNTB) CEO Petra Hedorfer.

With this new GNTO, the GNTB expands its footprint in Asia, complementing its existing presence in Tokyo and Beijing and strengthening its on-the-ground engagement with Southeast Asian markets. The Singapore GNTO will also support stronger partnerships with airlines, the travel trade, and tourism stakeholders, and enable more market-specific activations aligned with evolving traveller preferences.

(Source: GNTB)

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The third ship in the Icon Class sails the open ocean for the first time, marking one of the final phases of construction before welcoming its first vacationers.

Over the next 10 days, more than 2,000 engineers and specialists will put Legend through a comprehensive series of technical tests to evaluate its systems, from testing how the ship moves in the open water to pushing its engine performance to the limits and more. Legend will cover approximately 2,400 nautical miles before returning to the Meyer Turku shipyard for its final stages of construction.

After its inaugural European summer season, the new ship will head to Fort Lauderdale, Florida, and take vacationers on six-night Western Caribbean getaways and eight-night Southern Caribbean adventures, including visits to the vacation brand’s top-rated destination at Perfect Day at CocoCay in The Bahamas.

(Source: Royal Caribbean)

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Throughout August 2026, ITA Airways’ direct flights from Rome Fiumicino to Bangkok will increase from three to five weekly, while the route between Rome Fiumicino and Delhi will be upgraded to daily.

“In a phase where the geopolitical landscape makes the ability to reach Asia through direct and reliable connections even more valuable, the increase in frequencies to Delhi and Bangkok during August 2026 is a concrete sign of confidence in the market and in ITA Airways’ ability to respond quickly to passenger demand,” said ITA Airways CEO and General Manager Joerg Eberhart.

This strategic decision by ITA Airways is aimed at effectively meeting customer needs, supporting both tourism and business travel during the peak summer period. The goal is to offer passengers greater reliability and a wider range of options for direct flights to Bangkok and Delhi from Rome.

At the same time, the increase in capacity will allow passengers from Thailand and India to reach, via Rome, summer destinations across the ITA Airways network and those of its partners in Italy, Europe, Africa, North and South America.

Tickets for the additional flights are now available at the airline’s website or through its mobile app.

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St Louis became the 27th US destination to join the British Airways network, as the inaugural flight to the ‘Gateway to the West’ landed. 

British Airways is the only UK airline to offer direct flights to St Louis, in a launch that coincides with the 100th anniversary of Route 66, which runs through the city, and the country-wide celebrations for 250 years of American Independence. With nearby Kansas City serving as one of the World Cup host cities, St Louis is also an easy jumping-off point for fans heading to the action this summer.  

British Airways operates four weekly flights from London Heathrow Terminal 5 for the summer season. The route is operated by a Boeing 787 fleet that is currently being fitted with Starlink, the fastest Wi-Fi in the sky. Customers have a choice of three cabins — World Traveller (economy), World Traveller Plus (premium economy) and Club World (business class).  

Guernsey in the Channel Islands also joined the British Airways route map on Sunday, becoming the only direct flight connecting the picturesque island to London Heathrow. The route operates daily, throughout the year.  

British Airways Chief Planning and Strategy Officer Neil Chernoff said: “It’s always a proud moment when we see a new route take to the skies, after months of careful planning. These two new destinations offer our customers even more choice and opportunities to explore, whether that’s across the Atlantic to America’s mid-West, or a short hop off the coast to the Channel Islands, there’s a breadth of options for travellers looking to get away this summer holiday season.” 

Later in the summer, British Airways will also launch flights to Tivat in Montenegro, a scenic coastal town on the Bay of Kotor. Seasonal flights to Tivat start from London Heathrow Terminal 3 on 14 May 2026, and operate three times weekly. 

(Source: British Airways)

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While 2025 saw the best year ever for the Travel & Tourism sector, with GDP growth of 4.1%, the story was very different for North America, which was the slowest-growing region globally, rising just 1%, and by only 0.9% in the US. 

80 million more people travelled internationally in 2025 than in the previous year, yet they chose different destinations. US visitor numbers declined by 5.5% compared with 2024, and international visitor spending fell by 4.6% to USD176 billion. 

While the US continues to lead in scale, contributing USD2.63 trillion to global GDP, WTTC highlights that the country is now at a crossroads in its tourism development. 

With the right actions, it has a significant opportunity to restore international visitor spending, sustain job creation, and strengthen its global leadership — particularly as competition intensifies from fast-rising markets in the Asia Pacific, such as China.

In 2025, the Travel & Tourism sector in the US supported 20.4 million jobs, up 1.2% year-on-year, and added approximately 242,000 new jobs, a positive signal for both the sector and the wider economy. Domestic visitor spending remained strong at USD1.54 trillion, up 0.3% year-on-year and 14.3% above pre-pandemic levels.

Sustaining this momentum will depend on increasing investment and promoting the US as a rebuilding force to revive international demand, changing perceptions, and ensuring the US remains competitive as a global destination.

With the country set to co-host major football events in 2026, WTTC highlights a significant and immediate opportunity. The FIFA World Cup, jointly hosted by Canada, Mexico, and the US, should attract around 1.24 million international visitors, offering a powerful platform to showcase the American experience and convert visitors into promoters of travel to the US.

China, the world’s second-largest market, is rapidly gaining ground, with Travel & Tourism contributing USD1.75 trillion to GDP in 2025, up 9.9% year-on-year and supporting 84.6 million jobs (+2.0%). Both international visitor spending (up 10.5% to USD 135 billion) and domestic spending (up 10.7% to USD 890 billion) recorded strong gains.

This momentum reflects the broader strength of the Asia-Pacific region, now the fastest-growing Travel & Tourism region globally. The region’s GDP grew 8.2% in 2025 to reach USD3.29 trillion, with several markets outperforming the global average, led by Malaysia (11.2%) and the Philippines (10.8%), followed by China (9.9%), India (7.3%), and Indonesia (7.2%).

WTTC, President & CEO Gloria Guevara said: “The US remains the largest Travel & Tourism market in the world and has an amazing foundation. To avoid losing its leadership position, the US. must invest in promoting its attractiveness, both in international markets and during the summer of football; change perception and position the US as a welcoming destination; and grow international visitor spend, encouraging stopovers and new experiences.”

Chase Travel CEO Jason Wynn said: “WTTC’s latest research shows the US Travel & Tourism sector continues to demonstrate remarkable resilience, supporting millions of jobs and driving trillions of dollars in economic growth, even amid global headwinds. With the US set to host a series of global events through 2028, we have an extraordinary opportunity to welcome new visitors and bring travellers from around the world closer together, fostering meaningful connections across countries and communities.”

”At Chase Travel, we are committed to being the go-to partner and provider for both domestic and international travel, leveraging our world-class marketplace to empower travellers, advisors, and partners to elevate every trip and drive lasting growth for the industry.” 

(Source: WTTC)

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