The need for smarter, sustainable and inclusive investment models that will ensure the fair distribution of tourism benefits was at the heart of the 19th Ministerial Summit of WTM London 2025, held in partnership with UN Tourism and the World Travel & Tourism Council (WTTC).
This year’s summit focused on how the public and private sectors can work together effectively to finance opportunities and manage the challenges arising from the rapid growth of tourism markets.
Incentives and tax breaks for sustainable investment
Philippines Tourism Secretary Christina Frasco presented her country’s incentive model, which includes tax breaks and the creation of new economic zones dedicated to tourism. These investments target sustainability, green innovation and job creation, while the government is accelerating private sector participation with plans to privatize several airports.
Kenya is following a similar strategy, where – as Tourism Secretary Rebecca Miano reported – tax incentives and special economic zones are encouraging private investment along the country’s 500 kilometers of coastline. At the same time, the government is working to improve air connectivity and expand the network of airlines serving Kenya.
New Air Networks and Regional Development
Costa Rica is prioritizing increasing air capacity to address declining U.S. visitors. The country is aggressively promoting its product in Europe and seeking to create more direct flights from the continent.
Ecuador, for its part, is using tax incentives to attract visitors from the Galapagos Islands to the mainland. The government has allowed private sector participation in the management of protected areas and is encouraging investments that promote agrotourism and cooperation with indigenous communities.
In Lebanon, Deputy Minister of Tourism Laura El Khazan Lahoud announced that the country is close to opening a new airport in the north that will serve low-cost airlines, while it is also upgrading Beirut International Airport with the participation of private investors. She noted that the ministry is also investing in human resources, training civil servants to become more “tourist-friendly” in anticipation of the Pope’s upcoming visit.
Education, skills and a narrative for the new generation
Investment in education and training emerged as a common denominator in the positions. WTTC President and CEO Gloria Guevara stressed that the industry needs to “work on the narrative” of tourism, highlighting the economic and professional benefits it can offer young people, such as mobility and international career opportunities.
The UK’s new tourism minister, Stephanie Peacock, highlighted the need to broaden the definition of education, giving young people the specialized skills needed by tourism and hospitality businesses.
Antonio Lopez De Avila from UN Tourism highlighted the importance of digital literacy and capacity building to transform data into actionable decisions, noting that tourism needs to become more effective in managing and leveraging data.
“Investing with long-term value”
Closing the session, Chris Carter-Chapman from WTM London highlighted that this year’s discussion focused on investing in infrastructure, incentives and education, highlighting the “long-term value” that comes when capital is directed not just into projects, but also into the people who support the tourism industry.
As he noted, “the theme of 2025 was investment – in airports, incentives and people. We look forward to working on the theme of 2026, which will mark the 20th anniversary of the Ministerial Conference.”
