Tourism leaders at WTM London’s inaugural Leaders’ Summit have highlighted the importance of public-private partnerships, government commitment and community engagement in driving sustainable tourism growth.

Representatives from destinations including Ras Al Khaimah, Egypt and Mexico outlined major infrastructure investments, marketing initiatives and strategies to attract investors, while emphasising the need to involve local communities in tourism development.

Phillipa Harrison, Chief Executive of Ras Al Khaimah Tourism Development Authority, said tourism currently contributes 5% of the emirate’s GDP, with ambitions to increase this to 20-30% over the next five to 10 years.

She identified community engagement and public-private partnerships as essential to achieving this target, alongside attracting talent and creating opportunities for residents.

“We need to attract more talent… and make sure locals have opportunities – a win-win, to create a sustained cultural offering will resonate well with visitors”, she said.

Harrison said the emirate’s head of state is “very invested in tourism”, with a long-term masterplan extending to 2040.

Addressing concerns about regional instability, she highlighted Ras Al Khaimah’s economic and infrastructure resilience despite its proximity to the Strait of Hormuz.

“There is a huge gap between perception and reality in the Middle East…the Middle East is confident and looking to the long-term,” she told delegates.

Ahmed Youssef, Chief Executive of the Egyptian Tourism Authority, said tourism remains at the “heart” of Egypt’s economy. He noted that 20% of GDP has been invested in infrastructure development in recent years, including improved airports and clean energy projects such as solar and hydro-electric power.

Egypt is recording visitor growth of around 5% in 2026, despite regional conflict and wider economic pressures, including inflation and the energy crisis.

Youssef also highlighted efforts to diversify source markets and engage residents through the We Are Egypt campaign, which promotes awareness of tourism’s contribution to the national economy.

In Mexico, Michelle Fridman, Secretary of Tourism for the state of Jalisco, identified opportunities for investment across the region’s mountains, cities, beaches and traditional towns. Jalisco recently co-hosted the FIFA World Cup.

“We need to give certainty to investors… and convince investors of the demand, infrastructure and investment in promotion,” she commented.

Fridman also stressed the importance of addressing safety perceptions and involving local communities, whose participation brings “authenticity and sustainability” to tourism.

Gloria Guevara, President and Chief Executive of the World Travel & Tourism Council (WTTC), described destinations as “the heart of our industry”, underlining the importance of public-private sector collaboration.

She outlined seven investment priorities, including legal certainty, regulatory stability, stakeholder involvement, fiscal incentives, strong government commitment, long-term masterplans with visible project pipelines, and sustained demand growth.

The summit also showcased Spain’s approach to accessible tourism through its Spain For All campaign, launched in 2024.

Barbara Couto, Chief Marketing Officer at Turespana, highlighted the role of content creators and influencers, including violinist Matthew Castle and his blind husband, visual artist and author Paul Castle, in showcasing Spain’s sensory experiences.

Jesus Ruiz, Head of Sustainability and Impact at the Spanish Tourist Office in the UK, said the campaign’s advisory board had demonstrated how seemingly minor barriers, such as steps or inadequate signage, could cause anxiety and frustration for visitors.

“Spain For All can help develop a roadmap for the whole industry and share good ideas, good examples and models that can be replicated,” he said.

“Spain can be a benchmark destination and a catalyst to transform the way that the global travel and tourism industry can deliver inclusion.”

WTM London Event Director Chris Carter-Chapman confirmed that the Spanish Tourist Office is the event’s inaugural official accessibility partner for 2026.

A new campaign, Spain, a Country for All, expanding on the existing Spain For All initiative, was also unveiled on the first day of WTM London. -TradeArabia News Service