WTTC Launches Seven Principles for Attracting Tourism Investment

Date: 18 June 2026

The World Travel & Tourism Council (WTTC) today launched its new global framework, The Seven Principles for Attracting Tourism Investment, setting out the key conditions destinations need to become investment-ready, attract private capital, strengthen competitiveness, and accelerate sustainable tourism growth.

Launched by WTTC President & CEO Gloria Guevara, the framework draws on the common characteristics of the world's most successful tourism investment destinations and provides a practical roadmap for governments seeking to create the conditions for long-term tourism growth.

The principles reflect WTTC's vision of best practice for attracting long-term investment and are designed to help destinations unlock economic growth, job creation, infrastructure development, and sustainable tourism expansion.

The Seven Principles are:

1. Legal Certainty and Regulatory Stability - a transparent, predictable legal environment that gives investors confidence to commit for the long term.
2. One-Stop-Shop for Tourism Investment - a single, empowered point of contact that simplifies and accelerates the investment journey.
3. Tourism Strategy with Full Stakeholder Alignment - coordinated planning between government, industry, communities, and investors.
4. Competitive Fiscal and Investment Incentives - attractive tax and financing frameworks that improve project viability.
5. Strong Head of State Commitment - visible leadership that positions tourism as a national priority.
6. Comprehensive Destination Master Plans with a Visible Project Pipeline - long-term destination planning supported by clearly defined investment opportunities.
7. Sustained Demand Growth and Market Potential - strong tourism fundamentals supported by connectivity, demographics, market demand, and a skilled workforce.

Gloria Guevara, President & CEO of WTTC, said:

"Around the world, the destinations attracting the greatest levels of tourism investment share a common set of characteristics: policy stability, long-term planning, strong leadership, and effective collaboration between government and the private sector.

"Our Seven Principles for Attracting Tourism Investment provide a practical framework for destinations looking to become investment-ready, strengthen competitiveness, and attract global capital.

"Travel & Tourism has enormous potential to drive economic growth, create quality jobs, and support communities. By creating the right investment environment, destinations can unlock sustainable long-term development while enhancing their competitiveness in the global tourism market."

Notes to Editors:

WTTC's Seven Principles for Attracting Tourism Investment has been developed to support governments and destination leaders in creating investment-ready environments that encourage sustainable private sector investment across the Travel & Tourism sector.

ENDS

For more information about WTTC, please visit wttc.org

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About the World Travel & Tourism Council

The World Travel & Tourism Council (WTTC) is the global body representing the private sector of Travel & Tourism and the leading authority on the sector's economic and social contribution worldwide. Its members include Chairmen, Presidents and CEOs of the world's leading travel and tourism companies across hotels, airlines, airports, cruise lines, tour operators, technology platforms and destinations, spanning every major region globally.

WTTC works to advance sustainable growth across the Travel & Tourism sector by driving collaboration between industry leaders and governments, shaping global policy, and providing authoritative research on the sector's economic impact worldwide.