WTTC Welcomes Rotana as New Regional Member to Lead in Travel and Tourism Innovation, Get the Details Here

Published on December 3, 2025

The World Travel & Tourism Council is pleased to welcome Rotana Hotel Management Corporation as its latest Regional Member. This membership further solidifies the rise of Rotana within the global hospitality landscape by bringing this regional powerhouse and its innovative approach onto the world stage. By joining the WTTC, Rotana will contribute significantly to the future of travel and tourism, including on sustainability, digital transformation, and workforce development.

Rotana’s Regional Influence and Vision for the Future

Rotana, one of the leading hotel management companies in the Middle East, Africa, Eastern Europe, and Türkiye, has been a cornerstone of the hospitality sector since its inception in 1992. With nearly 80 properties across 29 cities in 14 countries, Rotana’s regional footprint and strong presence make it a key player in the hospitality industry. Its ongoing expansion, with a development pipeline set to increase its portfolio to over 120 properties in 22 markets, demonstrates its commitment to growth and innovation in hospitality.

As a WTTC Regional Member, Rotana will provide valuable insights into regional tourism trends and bring its operational expertise to global initiatives aimed at advancing sustainability, digital transformation, and workforce development. With its deep understanding of the dynamics in the Middle East and beyond, Rotana is well-positioned to contribute meaningfully to the ongoing global conversation about shaping the future of travel and tourism.

Rotana’s Commitment to Sustainability and Digital Innovation

Rotana has long been recognized for its leadership in the Middle East’s hospitality sector. The company’s commitment to sustainability and innovation has been a driving force behind its success. By integrating cutting-edge technology with exceptional service, Rotana offers an elevated guest experience while embracing eco-friendly practices to minimize environmental impact.

In addition to its sustainability efforts, Rotana has prioritized digital transformation, using technology to enhance operational efficiency and customer satisfaction. The company’s focus on innovation ensures it remains at the forefront of the hospitality industry, continually adapting to meet the evolving needs of travelers.

As a WTTC Regional Member, Rotana will continue to advocate for sustainable practices, leveraging its regional expertise to promote environmentally responsible tourism and encourage the adoption of digital tools across the hospitality sector.

The Impact on Global Travel and Tourism

Rotana’s partnership with the WTTC comes at a pivotal time for the travel and tourism industry. With the world recovering from the impact of the COVID-19 pandemic, the sector is looking to reimagine itself through sustainability, inclusivity, and technological innovation. The collaboration between Rotana and WTTC will help accelerate these efforts, ensuring that tourism growth is not only robust but also sustainable and responsible.

The hospitality industry, particularly in the Middle East and Africa, is witnessing a period of rapid growth. By joining forces with WTTC, Rotana strengthens its role in shaping the future of tourism in the region and globally. WTTC’s influence and global reach, combined with Rotana’s regional expertise, will create new opportunities for innovation and sustainable growth within the travel and tourism industry.

Empowering Workforce Development in Travel and Hospitality

An important focus of Rotana’s contribution to WTTC will be its commitment to workforce development. Rotana has long been dedicated to creating employment opportunities and nurturing talent within the hospitality sector. The company’s workforce development initiatives are integral to its mission of delivering exceptional service while supporting local economies and communities.

By joining WTTC, Rotana will expand its efforts to empower talent on a global scale. As the tourism sector continues to recover, there is a growing need for skilled workers who can contribute to the industry’s resilience and future growth. Rotana’s experience in training and developing a skilled workforce will be crucial in addressing this need, particularly in emerging markets where the demand for tourism-related jobs is on the rise.

WTTC’s Support for Rotana’s Vision

Gloria Guevara, Interim President and CEO of the WTTC, expressed enthusiasm about Rotana’s membership, emphasizing that the company represents the strength, innovation, and ambition that define the modern travel and tourism sector. “Rotana’s leadership in regional development, sustainable operations, and talent cultivation aligns perfectly with WTTC’s mission to drive long-term inclusive growth and resilience across global Travel & Tourism,” said Guevara.

This partnership will provide a platform for Rotana to share its best practices with other global leaders in the industry, furthering the goal of a more connected, sustainable future for tourism worldwide.

Rotana’s Vision: Strengthening Global Connections and Expanding Its Reach

Rotana’s CEO, Philip Barnes, expressed excitement about the new chapter in the company’s journey. “We are truly thrilled to join the World Travel & Tourism Council’s global community. This collaboration marks an exciting new chapter for Rotana, allowing us to contribute our regional expertise and innovative spirit to a global dialogue shaping the future of travel and hospitality,” said Barnes.

At Rotana, the core belief is in the power of connection—between people, cultures, and ideas. Partnering with WTTC will allow Rotana to amplify this purpose on an international scale, working alongside other industry leaders to champion sustainability, empower talent, and drive meaningful growth for the communities it serves.

A Vision for the Future of Travel and Tourism

Rotana’s addition to the WTTC as a Regional Member is a strong step toward being one of the drivers of the future of travel and tourism worldwide. Backed with regional presence, commitment toward sustainability, and digital transformation, Rotana is ready to play an important part in shaping the post-pandemic tourism scene. The partnership between Rotana and WTTC will unlock new opportunities for innovation, adoption of practical and sustainable behavior, and an overall more inclusive tourism sector that benefits travelers, businesses, and society at large.