Leaders highlight value of communities at WTM London Summit

Destination Leaders say working closely with heads of state, private investors and local communities are all key to generating sustainable, successful tourism growth.

Speaking at the inaugural Leaders’ Summit at WTM London, the Leaders highlighted examples from their own destinations of multimillion-dollar infrastructure investments and community initiatives.

Phillipa Harrison, Chief Executive at Ras Al Khaimah Tourism Development Authority, said 5% of the emirate’s GDP currently comes from tourism and the aim is to make that 20-30% in the next five-10 years.

She said the community and public-private partnerships are both key elements in that strategy.

“We need to attract more talent… and make sure locals have opportunities – a win-win, to create a sustained cultural offering will resonate well with visitors”, she said.

She said the head of state is “very invested in tourism” and there is a masterplan reaching as far as 2040.

As the northernmost emirate, Ras Al Khaimah is close to the Strait of Hormuz but she highlighted the strength of the economy and infrastructure, despite the conflict in the Middle East, noting the “stability” during the “trying times”.

“There is a huge gap between perception and reality in the Middle East…the Middle East is confident and looking to the long-term,” she told the summit.

Ahmed Youssef, Chief Executive at the Egyptian Tourism Authority, said tourism is at the “heart” of Egypt’s economy and 20% of GDP has been invested in developing infrastructure in recent years, to build better airports, and develop clean energy such as solar and hydro-electric power.

He told those attending the Summit that visitor numbers are growing by about 5% in 2026, even with the challenges in the Middle East, and the wider issues of the global economy, inflation and energy crisis.

The tourist board has been diversifying source markets and “rallying” local communities with a campaign called We Are Egypt, to show the importance of tourism to the economy.

Michelle Fridman, Secretary of Tourism for the state of Jalisco in Mexico – which recently co-hosted the FIFA World Cup – pointed to the region’s mountains, cities, beaches and traditional towns as opportunities for investors.

“We need to give certainty to investors… and convince investors of the demand, infrastructure and investment in promotion,” she commented.

She highlighted the need to challenge the perceptions about safety in the state and to engage local communities who bring “authenticity and sustainability”.

Gloria Guevara, President and Chief Executive at the World Travel & Tourism Council (WTTC), told the summit that destinations are “the heart of our industry” and described how collaboration between the public and private sectors is essential.

She reiterated the WTTC’s list of seven priorities that foster investment, such as legal certainty and regulatory stability; stakeholder involvement; fiscal and investment incentives; strong head of state commitment; masterplans with a visible project pipeline; and sustained demand growth and market potential.

Representatives from the Spanish Tourist Office also spoke at the summit to outline the success of the Spain For All accessibility campaign, launched in 2024.

Barbara Couto, Chief Marketing Officer at Turespana, noted the importance of working with content creators and influencers such violinist Matthew Castle and his blind husband Paul Castle, a visual artist and author – and how they showcased a wide range of sensory experiences in Spain.

Jesus Ruiz, Head of Sustainability and Impact at the Spanish Tourist Office in the UK, said the initiative’s advisory board can show how small issues can be a barrier, such as a little step or the wrong signage, which leads to anxiety and frustration.

“Spain For All can help develop a roadmap for the whole industry and share good ideas, good examples and models that can be replicated,” he said.

“Spain can be a benchmark destination and a catalyst to transform the way that the global travel and tourism industry can deliver inclusion.”

Chris Carter-Chapman, WTM London Event Director, told delegates that the Spanish Tourist Office is the inaugural official accessibility partner for WTM London 2026.

A new campaign, Spain, a Country for All, which expands on the existing Spain for All initiative, was also unveiled at WTM London during Day One.

Go to www.wtm.com for more.