The city of Valletta, in Malta, has been chosen by the World Travel & Tourism Council (WTTC) to host the 2026 Global Summit. This decision positions the country favorably regarding sustainability, innovation, and how the future of global tourism can adapt to this context. Hosting the event also represents an opportunity for economic transformation and cultural and environmental investment for Malta, a world-renowned tourist destination that attracts many foreign visitors every year.
How the WTTC connects global leaders and inspires sustainable solutions in tourism
The WTTC Global Summit is an event that brings together ministers, CEOs, and experts from the travel and tourism industry. The idea is that the 2026 edition, in Valletta, will continue with this format, featuring three days of debates and networking among influential figures from both the public and private sectors. It’s important to note that the choice of Malta was not random. In recent years, the country has become a benchmark for cultural preservation policies and urban planning focused on the well-being of residents and visitors.
Valletta, now recognized as a UNESCO World Heritage Site, boasts a historic mosaic of temples, museums, Baroque architecture, and views of the Mediterranean. The capital carries the image of a “jewel of the Mediterranean.” The country is experiencing an expansion of its tourism activity, with projections from the WTTC indicating that the sector will generate €3.6 billion for the economy by 2026, exceeding pre-pandemic levels by almost 44%.
And this growth will be one of the topics to be discussed at the event, since the expansion of tourism also brings concerns about cultural heritage and the natural environment, raising the question of what alternatives should be adopted to preserve them in this context of growth. How can we prevent urban destinations from becoming mere empty landscapes, disconnected from their communities?
Valletta and Malta as a global showcase for resilience and innovation in the sector
The decision to host the Global Summit is an important milestone for Malta. For the tourism sector, the event will serve as a global showcase, highlighting the country’s role as a benchmark in sustainable policies. One of the main objectives of the event is to convey the vision that tourism can generate a positive social and environmental impact, not just revenue.
Due to this relevance, a relationship of dependence is generated in relation to this sector, which demands responsibility. Malta invests in the digitization of cultural heritage, archaeological preservation, and regulation to curb predatory tourism. Boutique hotels restored from historic buildings, integrated mobility systems, and incentives for seasonal tourism outside of summer are some examples. All these measures aim to reduce the environmental burden.
Valletta harmonizes its historical heritage with urban innovation
Valletta is a city that stands out for its beautiful balance between tradition and modernity. Cobblestone streets and centuries-old buildings coexist with technology hubs, conference centers, and routes for visitors interested not only in beaches, but also in knowledge and culture.
Purpose-driven tourism: how events can transform the travel experience
The 2026 Summit aims to convey the message about the importance of stimulating tourism that cares for the host community. In other words, practices that are sustainable, value local labor, and respect cultural identities. For the average traveler, these discussions directly impact the travel experience, leading to better-organized destinations, quality services, and less impact on natural areas.
Valletta will host the WTTC Global Summit at an opportune time for the tourism sector. The city will bring relevant discussions that go beyond luxuries and profitability issues related to local tourism. The main goal will be to encourage the construction of a more humane and sustainable industry. By 2026, Malta intends to show the world that tourism can be a tool for responsible and lasting transformation.
