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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During the 26th Agency Programme Joint Council (APJC) Malaysia Meeting held on 4 May 2026, MATTA rejected the implementation of the new remittance frequency, saying discussions on this matter remain incomplete and counterproposals, along with concrete industry concerns, have not been fully addressed. 

“Despite this, IATA Malaysia insisted on proceeding, citing internal resolutions and directives from its headquarters, a position MATTA formally disputes,” MATTA said in a press statement.

MATTA emphasises that travel agencies in Malaysia are not IATA members but operate as IATA-accredited agents under the Passenger Agency Programme. As the national association representing these accredited agents, MATTA consistently advocates for transparent, consultative engagement on all regulatory and procedural matters impacting the industry.

“Any change that affects the financial and operational stability of accredited agents must be developed through a fair, transparent, and consultative process,” MATTA Vice President of Air Transportation, Dr Fazil Khan, stated. “The decision announced by IATA Malaysia does not reflect such a process.”

MATTA further clarified that, as IATA-accredited entities, each travel agency and tour operator must independently decide whether to comply with the new remittance frequency. MATTA does not have the authority to compel compliance or non-compliance.

Accordingly, MATTA will not assume responsibility for any consequences or adverse actions taken by IATA against agencies that choose not to comply with the revised requirements.

MATTA will escalate this matter to the Passenger Agency Programme Global Joint Council (PAPGJC) for further deliberation to secure a more balanced and equitable outcome for Malaysian-accredited agents.

MATTA remains committed to safeguarding the interests of the travel agency community and will continue to engage constructively with all relevant stakeholders.

(Source: MATTA)

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ATIA showcases the work of accredited travel agents and tour operators across mainstream and social media, and those on ATIA’s Media Roster have been quick to share case studies and their love of their roles.

ATIA is running a full social media activation today and throughout the week, with member callouts on LinkedIn, Facebook, and Instagram. ATIA-accredited members have a kit in their inbox right now to bring the campaign into their shopfront and client communications.

Members can amplify their profile on the day by downloading the ATIA-branded tile suite, printing the in-store poster, and using the client email template, all of which are in the kit distributed this week. 

ATIA CEO Dean Long commented: “On Global Travel Advisors Day, we want everyone to help celebrate our members and the tremendous work and commitment they bring in supporting every client. This year, the stories are again extraordinary with clients protected, thousands saved, and disasters turned into highlights. ATIA is running the national campaign so our members can focus on what they do best: taking care of their clients.”

About ATIA (www.atia.travel)
The Australian Travel Industry Association (ATIA) is the peak body representing Australia’s AUD69 billion travel industry. ATIA represents the majority of Australian travel agents, corporate agents, tour operators, wholesalers and ITOs.

(Source: ATIA)

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MATTA President, Nigel Wong, said the shift towards electric mobility in tourism must be understood as a systemic transformation that extends beyond transport policy alone, involving energy planning, financial mechanisms, infrastructure development, and tourism governance.

He explained that without strong coordination between ministries and industry stakeholders, efforts to electrify tourism vehicles would remain fragmented and insufficient to achieve a meaningful impact.

“This is not simply about replacing petrol and diesel vehicles. It is about building a practical ecosystem that enables tourism operators to adopt EVs confidently, affordably, and at scale,” Wong explained.

MATTA highlighted international examples where strong, coordinated government action has successfully accelerated the adoption of electric vehicles across transport systems, including tourism mobility. 

Examples of EV uptake

In Norway, a comprehensive ecosystem of incentives, supportive policies, and an extensive nationwide charging network has driven widespread EV uptake, extending to rental car fleets that service key tourist routes, including fjords and other scenic travel corridors.

Across the European Union, coordinated climate policies within the broader decarbonisation framework have supported cities like Amsterdam and Paris in transitioning tourism transport services, including hotel shuttles and sightseeing fleets, towards electric mobility, with regulatory measures such as low-emission zones.

In China, strong state-led coordination has enabled rapid electrification, particularly in cities such as Shenzhen, where entire public bus fleets have transitioned to electric power. It demonstrates how large-scale tourism and urban transport systems can be transformed when infrastructure, incentives, and policy direction are aligned.

These international experiences demonstrate the importance of whole-of-government leadership in ensuring successful EV transitions.

“The common thread across these countries is not just investment in electric vehicles, but a coordinated policy and implementation framework that brings together energy, transport, and tourism under a unified direction,” said Wong.

He added that Malaysia already has a strong foundation through initiatives such as the Low Carbon Mobility Blueprint 2021–2030, which provides a strategic direction for reducing emissions in the transport sector while supporting economic development.

MATTA emphasised that Malaysia must now strengthen coordination across agencies to ensure the effective rollout of charging infrastructure at key tourism destinations, highways, and urban centres, and to provide targeted incentives to support tourism operators in transitioning their fleets to electric vehicles.

The association also highlighted the importance of integrating renewable energy into the EV ecosystem to ensure that emissions reductions are genuine and not shifted to other sectors.

MATTA also urged government-linked companies and public sector agencies to lead by example in adopting electric vehicles for official and tourism-related transport use, noting that public sector leadership would help build confidence and accelerate private sector adoption.

“Tourism is one of Malaysia’s most important economic sectors. If we want to remain competitive globally, we must align ourselves with international sustainability trends and ensure our mobility systems reflect that direction.”

Wong concluded that a whole-of-government approach is not only necessary but urgent, as it provides the coordination, scale, and policy certainty required to transform tourism mobility in a meaningful and sustainable way.

(Source: MATTA)

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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 collaboration underscores a shared commitment to fostering tourism development and enhancing travel experiences.

Agoda and TPO are aligning their strengths through this strategic partnership, combining TPO’s intercity network with Agoda’s global travel insights. By launching a Memorandum of Understanding (MoU), the two organisations aim to support cities in transitioning from ad-hoc tourism promotion to data-informed, long-term stewardship of visitor economies. This approach positions tourism as a catalyst for urban resilience, cultural vitality, and inclusive growth.

The cooperation will focus on three key pillars: leveraging data insights for informed decision-making, developing tourism professionals through capacity-building and leadership programmes, and launching destination marketing initiatives on Agoda’s platform.

Tourism Promotion Organisation for Global Cities, Secretary General Kang Da-eun remarked: “This partnership represents a pivotal moment in repositioning tourism from a promotional activity to a core urban policy. Building on Agoda’s global data and platform capabilities, TPO will support its member cities in developing more sophisticated and sustainable tourism strategies.”

Agoda Chief Commercial Officer Damien Pfirsch stated: “Through this collaboration, we aim to leverage our digital travel platform to bolster city-level tourism strategies across global urban destinations. We are thrilled to announce this partnership and look forward to sharing best practices to help develop the tourism ecosystem across destinations.”

(Source: Agoda)

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The half-day event is supported by the Gyeongsangbuk-do Culture and Tourism Organisation (GCTO), Pohang City, and the PATA Thailand Chapter. 

Taking place on the sidelines of the PATA Annual Summit 2026 (PAS 2026), the symposium will align with the Summit theme, Navigating Towards a Resilient Future. Examining how the public and private sectors collaborate in response to rapidly evolving global realities, the event will help equip youths with adaptable skills and knowledge to ease their transition from the educational sphere to the workforce.

PATA CEO Noor Ahmad Hamid emphasised the goal of the event, stating, “This symposium gives young people a clearer view of where the industry is heading, the skills that are in demand, and insights directly from experts. It aims to help them better understand what to expect, prepare for their future careers, and provide a platform to share their perspectives.”

Gyeongbuk Cultural Tourism Organisation (GCTO), CEO Nam-Il Kim said: “The PATA Youth Symposium is a meaningful platform where young people, who will lead the future of the tourism industry, can share their creative ideas and passion. We hope that participants from diverse cultures and backgrounds will engage with one another and explore the direction of sustainable tourism together. We believe this symposium will serve as an important stepping stone for participants to grow into global tourism leaders, and we will continue to expand an open platform for collaboration with the younger generation.”

The half-day agenda will feature keynote speeches, interactive panel discussions, and student-led dialogues. Speakers include Sharzede Datu Haji Salleh Askor, CEO, Sarawak Tourism Board; Jules Shin, Area Manager for Korea, Booking.com; Mike Stewart, Regional GM South East Asia, Intrepid Travel; and Ben-Jie Lim, Chief People & Partnership Officer, AirAsia MOVE. 

Visit the event page for the latest updates and registration: www.pata.org/pata-youth-symposium-2026-pas. 

(Source: PATA)

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For almost 25 years, PATA has annually presented its PATA Face of the Future Award to single out exceptional ‘rising stars’ in the travel and tourism industry. 

This honour is granted to selected young professionals who have exhibited initiative and leadership in the advancement of tourism and demonstrate commitment to the sustainable development of the Asia Pacific travel industry in line with PATA’s mission.

PATA CEO Noor Ahmad Hamid explains: “The PATA Face of the Future is the association’s most prominent award for young talents; a great motivation for the next generation to pursue the path that leads to a difference. This year, as the award also coincides with PATA’s 75th Anniversary, we would be delighted to celebrate a new face of leadership at the beginning of our new chapter, and look forward to seeing how they set the standards for the generation that follows.

Additionally, the winners will be featured in the 2026 Face of the Future Winner E-Booklet. See the 2024 edition of the Winner E-Booklet here: https://static1.squarespace.com/static/5f24290fd0d0910ecab2b02e/t/6811f883e409cb06185cfe93/1746008255176/Face+of+the+Future+2024-Booklet-1Apr..pdf

For full application details, eligibility requirements, and judging criteria, visit www.pata.org/pata-face-of-the-future-2026 or contact Nick Chun, PATA Manager of Membership & Youth Programme, at fof@pata.org.

(Source: PATA)

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This decisive move is both timely and necessary. MATTA strongly supports the imposition of maximum penalties against offenders under the Tourism Industry Act 1992. Strict enforcement, including substantial fines and imprisonment, is critical to send an unequivocal message that non-compliance will not be tolerated.

President of MATTA Nigel Wong said: “We fully commend MOTAC and its partner agencies for taking firm and coordinated enforcement action. This is exactly the kind of sustained effort needed to address the long-standing issue of illegal operators in our industry.”

He added: “Enforcement must go hand-in-hand with impactful penalties. Imposing maximum penalties, including prison sentences where appropriate, will send a strong deterrent signal and demonstrate that Malaysia is serious about upholding the rule of law in tourism.

We wish to emphasise that these legal requirements apply to all parties, including individuals offering tourism-related services without proper licensing, whether through online platforms, social media, or physical channels. The law is clear that any person or entity conducting a tourism business without a valid licence commits an offence.

Wong stressed: “This is not limited to companies alone. Individuals who are operating illegally, including those marketing or selling tourism services online, must also be held accountable under the law.”

The issue of unlicensed operators is not merely a regulatory concern but a longstanding systemic problem that continues to undermine the tourism industry. It fuels unfair competition, results in tax leakages, compromises safety and service standards, and erodes traveller confidence in Malaysia as a safe and professionally managed destination.

“Illegal operators distort the market and create an uneven playing field. Licensed businesses that comply with regulations, invest in quality and pay taxes should not be disadvantaged by those who operate outside the system,” Wong said.

From a broader perspective, addressing illegal operations is also essential to ensuring the long-term sustainability of the tourism sector. A sustainable industry must be built on strong governance, regulatory compliance, and a level playing field for all legitimate industry players.

Highlighting this, Wong noted: “If we are serious about building a sustainable tourism industry, enforcement is fundamental. Good governance and compliance are the foundations of long-term growth and resilience.”

In line with strengthening industry integrity, MATTA will continue to encourage its members to exercise due diligence when engaging or collaborating with third parties, ensuring all partnerships are conducted only with properly licensed operators to safeguard compliance and uphold industry credibility.

“Ultimately, what we want is to restore balance in the industry where legitimate operators can compete fairly, consumers are protected, and Malaysia’s reputation as a trusted destination is strengthened,” he added. This will, in turn, encourage investment, elevate professionalism, and strengthen the overall competitiveness of Malaysia’s tourism sector,” Wong concluded.

MATTA remains fully committed to working with MOTAC and relevant enforcement agencies to combat illegal operators and uphold the integrity of the tourism industry.

(Source: MATTA).

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According to a recent survey conducted by MATTA on tour bus and van operators, 68.5% of tour van operators consume more than 1,500 litres of diesel per month per vehicle. In comparison, 54.8% of tour bus operators consume more than 3,500 litres per month per bus.

These figures highlight the significant fuel dependency of tourism transport operators, many of whom are already operating at minimal return on investment (ROI) and can only maintain day-to-day operations and fulfil existing contractual obligations.

The continuing increase in diesel prices is threatening the business viability of operators and the wider tourism ecosystem. MATTA is recommending temporary measures, such as targeted subsidies and a surcharge mechanism, to help provide relief to stakeholders during the current crisis.

To preserve customer trust while ensuring business continuity, MATTA recommends implementing a temporary fuel surcharge mechanism, similar to that adopted in the aviation sector, that emphasises transparency and the adoption of industry best practices to address this challenge.

Such surcharges should be implemented in a manner that does not contradict any relevant laws or regulations, with each company independently determining the appropriate surcharge based on its actual fuel consumption and operational profile.

This ensures that the surcharge remains fair, proportionate, and directly reflective of the additional costs incurred. The mechanism must also be clearly communicated to consumers, applied transparently, and be strictly temporary, with removal once diesel prices stabilise.

It should also be designed solely to offset the additional fuel costs incurred by operators, rather than to generate excess profit.

“The continued rise in diesel prices is placing an unsustainable burden on tourism transport operators, many of whom are already operating on very thin margins. We must adopt practical, balanced measures to ensure business continuity without compromising consumer trust. A temporary and transparent fuel surcharge mechanism, combined with targeted government support, will help the industry navigate this challenging period while maintaining service standards across Malaysia’s tourism sector,” said MATTA President Nigel Wong.

At the same time, MATTA calls on the Government to introduce targeted diesel subsidies to support tourism transport operators.

A proposal of up to 3,500 litres per month per vehicle operated by legitimate tour operators would provide immediate and meaningful relief, helping operators manage escalating fuel costs while continuing to deliver essential services to the tourism industry.

“Tourism transport operators are not in a position to absorb continuous fuel cost increases. A temporary, transparent fuel surcharge mechanism is the most practical way to ensure service continuity while maintaining customer trust,”  said MATTA Vice President of Land Transportation, Subramaniam Kandasamy. “At the same time, targeted subsidies, such as the proposed monthly allocation of 3,500 litres, would provide immediate relief to operators who are struggling to sustain operations under current market conditions. This is not about increasing profits, but about survival and maintaining the integrity of Malaysia’s tourism supply chain.”  

(Source: MATTA)

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