A $16 trillion future for travel & tourism industry, ET TravelWorld

As the global travel & tourism industry rebounds post-pandemic, it is set to contribute over USD 11 trillion to the global economy in 2024 while supporting 347 million jobs. In an exclusive interaction with ETTravelWorld, Julia Simpson, President & CEO of the World Travel & Tourism Council (WTTC), envisions even greater growth over the next decade, predicting contributions of over USD 16 trillion and employment opportunities for nearly 450 million people.

With a focus on fostering inclusivity, empowering SMEs, addressing climate change, and promoting peace through tourism, Simpson outlines WTTC’s pivotal role in driving innovation, resilience, and long-lasting impact worldwide. “We aim to drive growth that genuinely serves our communities, economies, and the planet,” Simpson emphasises, highlighting the sector’s role as a “job creation juggernaut.”

Promoting tourism in emerging markets
WTTC is actively collaborating with leaders in emerging markets, particularly in India. Simpson commends the contributions of Indian industry stalwarts such as Puneet Chhatwal (of Indian Hotels Company Limited ) and Vikram Oberoi (Oberoi Group) in driving growth within the country.

“India is one of the world’s fastest-growing tourism economies. By collaborating with governments, industry leaders, and local communities, we aim to promote tourism that benefits everyone, ensuring long-lasting growth,” she noted.

Tourism as force for peace
Amid global geopolitical tensions, WTTC sees tourism as a bridge to foster understanding and healing. “Conflicts are human tragedies, but tourism can rebuild trust, connections, and economies,” says Simpson. The council supports initiatives that highlight shared heritage and values to strengthen resilience in affected regions.

Empowering SMEs
Small and Medium Enterprises (SMEs), the backbone of the travel & tourism sector, are a focal point of WTTC’s efforts. The council’s ‘Together in Travel’ initiative empowers these businesses with mentorship, training, and a global network to ensure resilience in a fast-changing environment.

Simpson elaborates, “Our long-term vision is to cultivate a thriving community where SMEs can flourish. Paid membership options will provide premium insights, access to strategic partners, and tools to help them scale effectively.”

Sustainability at the core
Addressing climate change remains a top priority for WTTC. The council is working toward achieving net-zero emissions by 2050 through carbon offset programs, renewable energy solutions, and ecosystem protection.
“We’re sharing best practices and advocating for policies that support sustainable initiatives, from travel to reducing environmental footprints,” Simpson explained.Emerging trends in the industry
Simpson also highlighted key trends that are reshaping the travel & tourism landscape. Sustainability tops the list, with travellers increasingly prioritising eco-friendly options, pushing businesses to adapt. Digital transformation is another driving force, as AI-powered personalisation and seamless technology redefine travel experiences.

Experiential travel is gaining traction, with a growing demand for meaningful cultural connections that benefit local economies and preserve heritage. Additionally, health and safety remain critical, shaping traveller expectations and government policies alike.

With a vision rooted in sustainable growth, inclusivity, and innovation, Simpson is steering WTTC to lead the global Travel & Tourism sector into a promising future. As she aptly sums up, “Travel & Tourism is a powerful force for good, fostering connections, rebuilding economies, and creating opportunities that benefit everyone.”