Thursday 08 / October / 2026
Valletta: The World Travel & Tourism Council (WTTC) has presented its prestigious WTTC Icon Award to Dr Taleb Rifai, recognising his extraordinary contribution to global Travel & Tourism and his tireless efforts to strengthen cooperation between governments and the private sector.
The award was presented during a VIP Dinner at WTTC's 26th Global Summit in Malta, bringing together more than 1,000 delegates, including over 200 of the world's leading Travel & Tourism CEOs and government ministers.
The WTTC Icon Award recognises individuals whose lifetime contribution has shaped destinations, institutions or the Travel & Tourism sector itself, leaving a lasting impact on the industry and the communities it supports.
Dr Rifai served as Secretary-General of the World Tourism Organization from 2010 to 2017, following a distinguished career that included serving as Jordan's Minister of Tourism and Antiquities.
During his tenure, he transformed the relationship between the public and private sectors, bringing business leaders closer to the heart of international tourism policymaking and strengthening collaboration between WTTC and the World Tourism Organization.
Under his leadership, WTTC and the global tourism body joined forces to advocate for the sector before more than 80 heads of state and government, elevating Travel & Tourism as a strategic priority for economic growth, investment and employment.
One of the most significant examples of this collaboration was the Tourism Open Letter and Golden Book initiative, which brought together heads of state, government leaders and industry executives to champion Travel & Tourism as a driver of jobs, growth and prosperity. The initiative became a landmark demonstration of how governments and the private sector could work together to advance the global tourism agenda.
Dr Rifai's passionate advocacy of tourism as a force for peace, understanding and cultural exchange inspired policymakers and industry leaders alike, helping create a stronger and more unified voice for the sector.
Gloria Guevara, President & CEO, WTTC, said: "Dr Taleb Rifai has been one of Travel & Tourism's greatest champions and one of WTTC's strongest partners. He understood that the future of our sector depended on governments and businesses working together and dedicated his career to making that partnership a reality.
"From helping create the Golden Book initiative and engaging more than 80 heads of state and government, to building an unprecedented relationship between WTTC and the World Tourism Organization, his leadership helped create a stronger and more united voice for Travel & Tourism. His legacy of collaboration, optimism and global leadership continues to benefit our sector today."
Throughout a career spanning government, international organisations and global advocacy, Dr Rifai helped establish Travel & Tourism as a critical contributor to economies and societies worldwide. The award recognises his unwavering commitment to the sector and his enduring legacy as one of its most respected global leaders.
Presented at WTTC's 26th Global Summit in Malta, the recognition forms part of a celebration of leaders whose vision, influence and achievements have helped shape the modern Travel & Tourism sector.
