Barcelona, Dubai, Geneva, Milan, Madrid, and Paris Compete to Host WTTC’s New Global Office – What It Means for the Future of Tourism Leadership

Published on December 15, 2025

The World Travel & Tourism Council (WTTC) is considering six major cities as potential locations for its new global office, a move that has sparked a debate about tourism leadership and power dynamics in the industry. These cities—Barcelona, Dubai, Geneva, Madrid, Milan, and Paris—are being scrutinized not only for their logistical appeal but also for their broader influence on global tourism policy.

A Turning Point for Global Tourism Power

WTTC’s decision to relocate its headquarters raises significant questions about the role of small and medium-sized enterprises (SMEs) in the global tourism sector. While the WTTC primarily represents large corporations in travel and tourism, its move could highlight the widening gap between these influential entities and the millions of family-run businesses that make up the backbone of the industry, particularly in developing regions. Many countries, especially in Africa, Central Asia, and the Caribbean, rely on SMEs for their tourism economies, and this divide could have far-reaching implications for the industry’s future.

The Debate: Representation and Values in Tourism

Unlike UN-Tourism, which represents governments, the WTTC’s mission focuses on the private sector. The organization, however, has faced scrutiny over its narrow focus on major corporations. As the tourism industry increasingly emphasizes sustainability, human rights, and diversity, the WTTC’s new office location could reflect a shift in its core values.

Barcelona: Resistance to Overtourism

Barcelona, known for its iconic architecture and vibrant culture, has become a symbol of the resistance to overtourism. The city has implemented policies to reduce the negative impact of tourism on local communities, making it a less-than-ideal location for an office representing global tourism interests. With tourism regulations in place, the city could face pushback for hosting a body representing mass-market tourism.

Dubai: A Hub of Capital and Controversy

Dubai, a thriving financial and transport hub, offers global connectivity and efficiency. However, its reputation for issues surrounding human rights and diversity may weigh heavily on the WTTC’s decision. Dubai has faced international criticism for its treatment of workers and limited freedom of expression, raising concerns about the ethics of placing a global tourism organization there.

Geneva and Milan: Neutral Grounds

Geneva, known for its neutrality and credibility in governance, stands out as a potential choice due to its status as a global center for diplomatic negotiations. While it lacks the vibrant tourism culture of other cities, its political standing might appeal to WTTC’s goals of fostering cooperation between the private sector and governments.

On the other hand, Milan offers a more practical solution. As a major international hub for trade and tourism, Milan’s BIT Milano travel trade show highlights the city’s ongoing commitment to tourism. The city’s neutral stance and strong tourism economy could make it a favorable option for the WTTC.

Madrid: The Institutional Stronghold

Madrid, already home to UN-Tourism, presents a logical choice for WTTC’s new office. As the capital of Spain, the city is a critical player in global tourism governance. Madrid’s position as a center for both private-sector tourism (through WTTC) and public-sector tourism (through UN-Tourism) could foster better cooperation and coordination between the two entities. It is also known for its strong tourism infrastructure and historical significance.

What This Means for Global Tourism

The location of the WTTC’s new office will set a precedent for the future of global tourism leadership. Whether the office ends up in a city known for financial influence, like Dubai, or a city with a strong commitment to sustainability and governance, like Paris or Madrid, the decision will shape the tourism industry’s values moving forward. Additionally, it will signal which countries or cities hold the most sway in shaping tourism policies at the international level.

What Should Tourists Know?

Tourists planning to visit these cities may want to consider how tourism policies in each location could affect their travel experience. Overtourism in places like Barcelona might result in stricter tourism regulations, while Dubai’s efficient infrastructure makes it a top choice for business travelers. Additionally, cities with strong sustainability policies, such as Paris and Madrid, are increasingly becoming attractive destinations for responsible tourists looking to minimize their environmental impact.

Travel Tips for Visiting These Cities

• Barcelona: Be prepared for tourism caps on certain attractions. The city has implemented visitor restrictions to combat overtourism, so make sure to book tickets in advance.
• Dubai: A modern metropolis with top-tier services, Dubai offers convenience but requires travelers to respect local cultural norms and regulations.
• Milan: Milan is a global fashion and design capital. Plan your trip during major events like Fashion Week or EXPO Milan to experience the city’s full vibrancy.
• Geneva: Known for its international diplomacy, Geneva offers a more relaxed travel experience with plenty of outdoor activities in the surrounding Alps.
• Madrid: Madrid’s historical significance and cultural heritage make it an essential destination for tourists looking to immerse themselves in Spanish history.