As the World Travel & Tourism Council opens its 26th Global Summit in Malta, the numbers it brought with it make a confident case for European tourism: the sector is set to grow 3.1% this year, comfortably ahead of the wider economy and an improvement on the 2.6% recorded in 2025.

The figures were unveiled at the Summit's opening press conference, before an audience of more than 1,000 delegates, among them over 200 of the industry's top CEOs and government leaders. More than 100 speakers will take the stage over the coming days, including former Canadian Prime Minister Justin Trudeau, former Spanish Prime Minister José María Aznar, European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas, and Nick Adams, the first U.S. Presidential Envoy for Tourism.

A resilient sector in uncertain times

Despite geopolitical and economic headwinds, WTTC expects global Travel & Tourism to expand by 2.5% in 2026, again outpacing the global economy. Last year the sector contributed US$11.6 trillion, or 9.8% of global GDP, and supported 366 million jobs, nearly one in every nine worldwide.

Europe is set to do better still. International visitor spending is projected to rise 5.8%, with leisure and business travel spending growing 3.1% and 4.2% respectively. The sector already supports around one in ten jobs across the region.

Travel & Tourism continues to demonstrate remarkable resilience," said WTTC President & CEO Gloria Guevara, who was quick to add a note of urgency. The sector, she said, is ready to invest and innovate, but governments must do their part by enabling seamless travel, strengthening connectivity, developing talent and backing sustainable growth. "The choices made today will determine how much of this opportunity Europe captures.

Malta, the overachiever

The host nation is itself a case study in momentum. WTTC projects that tourism will contribute US$4.9 billion to Malta's economy in 2026, equal to 16.9% of GDP and supporting more than one in five jobs. In 2025, Malta posted the largest annual rise in Travel & Tourism GDP contribution of any European economy, 16.8% against a continental average of 2.6%.

For Maltese officials, the Summit is as much about direction as achievement. Malta Tourism Authority CEO Carlo Micallef framed the island's ambition in terms of value rather than volume:

We want tourism that is sustainable and resilient… and above all, tourism that remains a force for good.

Chairman Dr Charles Mangion struck a similar note, stressing that community well-being must stay "at the heart" of growth so that its benefits are shared and development remains sustainable for generations.

What's on the agenda

Under the banner of FUTU[RE]SET, leaders will tackle investment, connectivity, technology and artificial intelligence, workforce development, destination competitiveness and sustainable growth: the issues that will shape how the industry responds to shifting traveller demand and a changing global economy.

WTTC Chairman Manfredi Lefebvre said the gathering is designed to "strengthen partnerships" and "advance new initiatives.

With the right people in the room, the Council hopes Valletta will be where those conversations turn into action.