Switzerland Tourism joins the World Travel & Tourism Council as a Destination Partner and Barceló Group as a Global Member.

The World Travel & Tourism Council (WTTC) is pleased to welcome Switzerland Tourism (ST) as a Destination Partner.

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

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

Gloria Guevara, WTTC President & CEO, said: “We are delighted to welcome Switzerland Tourism as a Destination Partner of WTTC. 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.”

Martin Nydegger, CEO of Switzerland Tourism, 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.”

As a Destination Partner, Switzerland Tourism underscores its commitment to international collaboration and to shaping a sustainable, competitive future for global tourism, while promoting Switzerland as a must-visit destination worldwide.

Barceló Joins the World Travel & Tourism Council as a Global Member

The World Travel & Tourism Council (WTTC) is pleased to welcome Barceló as a Global Member.

Founded in Mallorca in 1931, Barceló Group has grown into one of the world’s leading hospitality companies, with a presence across Europe, the Americas, Africa, and the Middle East. The Group operates a diverse portfolio of 288 hotels under four distinct brands, ranging from luxury boutique properties to large-scale resorts and urban hotels, reflecting its broad reach across global travel markets.

As part of its continued international growth, the group also operates in the United States through Crestline Hotels & Resorts, strengthening its footprint in one of the world’s most competitive hospitality markets.

In March 2026, they unveiled a strategic alliance with Kempinski Group to manage a collection of luxury hotels. In addition, 2026 has already seen the brand announce and launch several properties, including: Royal Hideaway Casablanca and Occidental Casablanca Medina, Morocco; Barceló Roma, Italy; Barceló Dresden Newa, Germany; Occidental Istanbul City, Turkey; and Occidental Cairo Gran Museum, Egypt.

The company has placed sustainability at the core of its strategy, advancing a regenerative approach to tourism through its Barceló ReGen programme. This focuses on reducing environmental impact while enhancing the social and economic value its operations bring to local communities.

Gloria Guevara, WTTC President & CEO, said: “We are delighted to welcome Barceló Group as a Global Member of WTTC. Their global footprint, combined with a strong commitment to regenerative tourism, brings valuable leadership to our membership. Barceló’s approach reflects the direction our sector must take — delivering growth that is both sustainable and meaningful for destinations and communities.”

Simon Pedro Barceló, Executive Co-Chairman of Barceló Group, said: “It is an honour to join the World Travel & Tourism Council as a Global Member, contributing to the global leadership shaping the future of our sector. We are committed to building a regenerative future for Travel & Tourism, where value is measured through emotion, impact, and enduring human connection.”

As a Global Member, Barceló Group will work alongside WTTC’s global network of industry leaders to support policies and initiatives that drive a more sustainable, resilient, and inclusive Travel & Tourism sector.