The World Travel & Tourism Council (WTTC) announced two further high-profile speakers for its 26th Global Summit in Valletta, Malta, taking place between 7–9 October 2026 at the Mediterranean Conference Centre. José María Aznar, former Prime Minister of Spain, and His Excellency, Ambassador Nick Adams, U.S. Tourism Minister, will join more than 1,000 delegates from over 100 countries including 200 of the world’s leading Travel & Tourism CEOs, senior executives and government leaders.
Their participation will bring two powerful perspectives to the Summit: the experience of a former European head of government who led Spain through a period of significant economic transformation, and the voice of the United States’ first-ever Special Presidential Envoy for Tourism, reflecting the growing strategic importance governments are placing on Travel & Tourism.
Held under the theme “FUTU[RE]SET”, the Summit will bring together global business and political leaders to examine the forces reshaping the sector and explore how governments and industry can work together to unlock investment, strengthen competitiveness and build a more resilient future.
José María Aznar, who served as Prime Minister of Spain from 1996 to 2004, will bring his experience of leading a major European economy and navigating periods of profound geopolitical and economic change. His participation will add a senior international perspective to discussions around leadership, Europe’s future competitiveness, global cooperation and the role of Travel & Tourism as a bridge between economies, cultures and people.
His Excellency, Ambassador Nick Adams, the first U.S. Tourism Minister, said of his keynote speech: “Tourism is diplomacy with a suitcase. I’m proud to bring America’s voice to Valletta and help lead the partnerships that will define the next decade of travel.”
With the United States representing the world’s largest Travel & Tourism market, Ambassador Adams’ participation reflects the increasing recognition of tourism as a driver of economic growth, investment, jobs and international engagement.
H.E. Adams has made stronger public-private collaboration a central focus of his international engagement, highlighting the role governments and businesses can play together in unlocking investment, removing barriers to growth and strengthening the long-term resilience of Travel & Tourism.
Together, the two speakers will contribute to a Summit programme examining some of the most pressing questions facing the sector, from geopolitical change and global competitiveness to investment, technology, connectivity and the changing traveller.
The programme will also explore how Travel & Tourism can continue to create jobs, attract investment and deliver economic opportunity while adapting to a rapidly changing global environment. With governments increasingly recognising the strategic importance of the sector, FUTU[RE]SET will provide a platform to examine what effective leadership and stronger collaboration can deliver in the decade ahead.
For Malta, the gathering will further reinforce its position at the centre of global Travel & Tourism. More than 200 CEOs and senior leaders, government representatives and international media will gather in Valletta, giving Malta an exceptional opportunity to showcase its tourism success story, hospitality, heritage, connectivity and diverse visitor offering.
The 2026 Global Summit follows WTTC’s ongoing efforts to bring together the most influential voices in Travel & Tourism and strengthen the relationship between governments and the private sector at a pivotal time for the industry. The Summit in Malta will provide a unique opportunity for leaders to challenge conventional thinking, exchange ideas and help shape the next chapter of global Travel & Tourism.
Gloria Guevara, President & CEO, WTTC, said: “We are delighted to welcome two leaders of such distinction to our Global Summit in Malta. José María Aznar brings decades of experience at the highest level of government, while Ambassador Nick Adams represents a new era of U.S. leadership in Travel & Tourism. Their perspectives will add tremendous value to the global conversation taking place in Valletta.
FUTU[RE]SET is about looking beyond today and asking what leadership, collaboration and investment are needed to build the future of our sector. Bringing political and business leaders together in Malta gives us a unique opportunity to challenge conventional thinking, share ideas and turn ambition into action.”
Carlo Micallef, CEO, Malta Tourism Authority, said: “We are proud to welcome the WTTC Global Summit to Malta and to host some of the most influential voices shaping the future of Travel & Tourism. The participation of José María Aznar and Ambassador Nick Adams further strengthens an exceptional programme that will bring together global leaders from business and government. This Summit offers a unique opportunity to showcase Malta’s hospitality, heritage and connectivity, while fostering the dialogue and collaboration needed to drive sustainable growth and innovation across the sector.”
