Gloria Guevara in Washington: U.S. tourism under pressure from politics, borders and global competition
Gloria Guevara, President and CEO of the World Travel & Tourism Council, is once again at the center of one of the most sensitive debates in global tourism: how to restore travelers' confidence in the United States of America at a time when the American market remains enormous but is showing signs of weakening. According to reports from the tourism sector, during her stay in Washington, Guevara spoke with representatives of American institutions and people connected with the White House, carrying the message that security policy, border control and economic interest must not be viewed as opposing goals. The tone of her appearance is important: she is not advocating a relaxation of security standards, but systems that clearly let travelers know what awaits them and enable faster, more predictable entry for those who meet the conditions. That is precisely why Global Entry, the U.S. program for pre-screened low-risk travelers, is increasingly being placed in the foreground, described in the tourism industry as an example of how security and efficiency can be combined without additional pressure on the border.
Tourism diplomacy without a government function
Guevara did not come to Washington as a government official, but as the head of an organization that brings together the private travel and tourism sector at the global level. WTTC does not issue visas, does not manage borders and has no authority to adopt regulations, but it represents a powerful circle of companies whose business results depend on how much people, capital and trust move across borders. This difference explains why her talks have political weight, although they do not belong to classical diplomacy. When the industry warns that the perception of a country as a destination is worsening, this is not only a question of image, but a question of revenue for hotels, airlines, restaurants, the congress industry, the entertainment sector and numerous small businesses that depend on international guests. Guevara therefore acts as a mediator between governments that must respond to security and migration pressures and the business sector that seeks stable rules, clear procedures and a message of welcome toward lawful travelers.
The U.S. remains the largest market, but no longer has room for complacency
WTTC data show that the global travel and tourism sector achieved a strong result in 2025, with a contribution to world GDP of 11.6 trillion U.S. dollars and growth faster than the overall global economy. According to WTTC, the sector accounted for 9.8 percent of the world economy and supported around 366 million jobs. Such a picture at the global level appears optimistic, but the American context is more complex. Combined figures for the world show a return of demand, while for the U.S. it is increasingly emphasized that the country still has the largest tourism market, but is losing part of its momentum in international arrivals and spending. This is especially sensitive for Washington because American tourism has long relied on brand strength, air connectivity, business travel, entertainment content, national parks, major cities and the country's status as a global center of events.
The WTTC warning does not mean that American tourism is collapsing. Domestic travel remains an important pillar, and total spending remains enormous. The problem is that the international traveler cannot be taken for granted. If travel is perceived as administratively uncertain, politically unpleasant or more expensive than before, part of the demand can be redirected toward other destinations. In the tourism economy, such a shift does not have to be dramatic to be costly: a few percentage points fewer international visitors can mean billions of dollars less in spending, weaker hotel occupancy, lower revenues at airports and pressure on jobs in service activities. It is precisely at this point that Guevara's diplomatic role and WTTC's business logic meet.
Figures that reinforce the industry's concern
The American National Travel and Tourism Office monitors international arrivals to the U.S. in its projections for the period from 2025 to 2029, including total arrivals, overseas markets and the largest source countries. Earlier forecasts predicted continued recovery and the possibility of reaching the goal of 90 million international visitors by 2027, connected with the American national tourism strategy. But data and industry estimates during 2025 and at the beginning of 2026 show that the recovery is not proceeding equally strongly in all segments. In its fall 2025 forecast, the U.S. Travel Association states that international arrivals to the U.S. in 2025 could fall for the first time since 2020, while recovery is expected in 2026 because of major events such as the FIFA World Cup and the marking of the 250th anniversary of the United States.
This difference between official long-term ambitions and short-term pressure explains why the industry wants to get involved before negative perception becomes a more lasting trend. For the tourism market, it is not enough to have stadiums, hotels and airports; travelers also need confidence that the entry procedure will be understandable, reasonable and consistent. In 2026, the U.S. is entering a period of exceptional visibility because it will be one of the hosts of the World Cup, while at the same time it will be facing debates about immigration policy, visas, the border and the treatment of travelers. If in that situation the message to the world is reduced only to stricter controls, the tourism sector fears that some potential visitors could choose other countries or shorten planned trips.
Global Entry as a model, but not the only solution
In the talks that tourism media connected with Guevara's stay in Washington, Global Entry is mentioned in particular. This is a program of the U.S. Customs and Border Protection intended for pre-approved low-risk travelers, who after screening can use expedited procedures when entering the U.S. Official information from American authorities describes trusted traveler programs as systems that simultaneously facilitate lawful travel and increase the efficiency of security checks. In practice, this is important because a traveler who has passed screening receives a more predictable procedure, while border services can direct more attention to more complex cases.
For Guevara, Global Entry is a politically usable example because it does not require a choice between openness and security. The message is that borders can be protected with less friction for travelers who enter lawfully and transparently. Still, the program by itself cannot solve the broader problem of perception. Not all travelers use it, not all come from countries with equal access to such arrangements, and the decision to travel is often made long before arriving at the airport. If stories about unclear rules, long waits, problems with visas or unpleasant experiences at the border accumulate in the public space, even the best expedited program will not by itself reverse market sentiment. That is why the industry talks about a package of measures: clearer communication, faster visa processing, better coordination of institutions and a message that lawful visitors are welcome.
The politics of perception becomes an economic issue
Tourism is particularly sensitive to the impression of safety, hospitality and predictability. Travelers compare not only the prices of air tickets and hotel rooms, but also the general sense of risk. In the American case, that sense has been shaped in recent months through several parallel debates: the administration's immigration policy, individual cases of detention or refusal of entry, tensions with other countries, travel costs, and the broader political atmosphere. The Associated Press reported that Amnesty International and numerous American civil and human rights organizations issued an advisory for World Cup visitors, warning of the possibility of arbitrary denial of entry, detention and searches of digital devices. Tourism representatives in the U.S. rejected such an assessment as exaggerated and politically motivated, but the debate itself shows how much reputational risk has become part of the economic calculation.
This is precisely where Guevara's approach becomes relevant. She is not trying to lead American domestic policy, but she warns that the messages sent to the world have a market price. When a potential visitor from Europe, Asia, Latin America or Canada chooses a destination, the political atmosphere can become just as important as the price of the package. Tourism decisions are often emotional, but their consequences are measurable: fewer reservations, weaker off-season demand, pressure on congress tourism and lower revenue for local communities that depend on foreign guests with higher average spending. That is why the tourism industry is asking for security policy to be implemented with clear communication and without creating the impression that travelers are welcome only on paper.
The World Cup and America 250 as a test of American readiness
The year 2026 has special weight for the U.S. because the country's international visibility is increasing further. The FIFA World Cup is being held in North America, with matches also played in eleven American cities, alongside hosts in Canada and Mexico. At the same time, the U.S. is marking the 250th anniversary of independence, an event that should encourage domestic and international travel. The U.S. Travel Association therefore expects that 2026 could bring recovery after a weaker 2025, but such a scenario is not automatic. Major events can open the door to millions of visitors, but only if logistics, visas, borders, security and public communication function in coordination.
The World Cup is especially demanding because it attracts travelers of different profiles: fans traveling for the first time, business guests, sponsors, media, families, workers connected with the event and tourists who combine coming to a match with visiting other destinations. Every obstacle in the system can quickly turn into an international story, especially in a digital environment in which experiences from the border or airports are shared almost in real time. Because of this, the tourism sector sees the pressure not only in the figures for one season, but in the reputation that will be built or damaged before a global audience.
Why the private sector is now speaking louder
WTTC positions itself in this debate as the voice of companies that have an interest in travel remaining open, but also secure enough to maintain the confidence of governments and the public. This is a delicate balance. Too harsh criticism of the administration can close the door to political dialogue, while too cautious an appearance can look like ignoring the real problems reported by travelers and business partners. Guevara therefore uses pragmatic language: less ideology, more procedures; less public conflict, more operational solutions. In this sense, her Washington mission reflects a broader change in tourism, where industry leaders increasingly have to deal with geopolitics, security, migration and public trust, and not only destination marketing.
For the U.S., the stakes are higher than one tourism season. If the country wants to retain its leading place in global tourism, it must convince travelers that arrival is possible, safe and predictable. If it wants to make use of the World Cup and the anniversary year, it must show that mass international arrivals are not a burden, but an economic opportunity. Guevara's message from Washington can therefore be reduced to a simple assessment: American tourism has the infrastructure, brand and events that can bring a strong recovery, but without a clear policy toward international travelers, that potential can turn into missed revenue. At a time when global competition is growing and travelers are increasingly able to choose alternative destinations, trust becomes as important as the attractions being offered.
Sources:- World Travel & Tourism Council – announcement on the appointment of Gloria Guevara as President and CEO of WTTC (link)- World Travel & Tourism Council – Economic Impact Research, global data on tourism's contribution to GDP, employment and spending in 2025 (link)- National Travel and Tourism Office / International Trade Administration – forecast of international arrivals to the United States of America for the period 2025–2029 (link)- U.S. Travel Association – fall travel forecast for the U.S., including estimates of international arrivals and spending (link)- U.S. Department of Homeland Security – official information on trusted traveler programs (link)- Associated Press – report on the advisory by human rights organizations ahead of the World Cup and reactions from the tourism sector (link)- eTurboNews – report on Gloria Guevara's stay in Washington, talks about Global Entry and pressure on American tourism (link)
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Creation time: 25 April, 2026