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From policy makers to cultural entrepreneurs, these are the people changing how — and why — the world travels.
A tourism minister rewrites a national strategy in response to rising seas. A cultural activist in Italy hangs a protest sign in the heart of Venice. A theorist in Paris reshapes urban life into walkable rhythms. These aren’t trends — they are signs of a travel world in transformation. And these are the voices driving it.
Looking for the most influential tourism experts to follow worldwide? These ten global figures — from destination strategists and cultural storytellers to sustainability pioneers and urban innovators — are not just reacting to change. They’re leading it.
Whether you’re a professional in travel, a tourism board advisor, or simply passionate about the evolution of the industry, this list maps out the people who are shaping its future.
Rafat Ali (USA)
Founder & CEO of Skift
He built the world’s leading travel intelligence platform, combining journalism, data, and analysis to guide the industry. His work shapes how destinations, brands, and investors plan and adapt.
Gloria Guevara (Mexico)
Tourism advisor, former CEO of WTTC
She has guided global recovery efforts and advised governments across Latin America and the Middle East. Her leadership connects tourism policy with economic resilience and international cooperation.
Simon Anholt (UK)
Place branding expert and creator of the Good Country Index
He redefined how nations shape their global image, advocating for reputation based on global contribution. His work is a reference point for governments, diplomats, and marketers worldwide.
Jeremy Jauncey (UK)
Founder of Beautiful Destinations
He transformed visual storytelling in tourism and built a global media brand. Today, he advises governments and brands on aligning beauty with sustainability and long-term value.
Doug Lansky (USA/Sweden)
Travel futurist and keynote speaker
He challenges outdated tourism models and advocates for smarter, more sustainable travel systems. His talks push destinations to rethink their purpose and impact.
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Caroline Bremner (UK)
Head of Travel Research, Euromonitor International
She delivers strategic insight through data and forecasting, helping destinations and businesses prepare for what’s next. Her work bridges market intelligence and tourism strategy.
Ruben Santopietro (Italy)
Founder & CEO of Visit Italy
He coined the term “Checklist Era” and leads Italy’s independent cultural platform. His “99% of Italy” campaign gained global praise for challenging overtourism and reframing national identity.
Carlos Moreno (France)
Urban theorist and creator of the 15-Minute City
His model reshapes cities into human-scaled ecosystems, influencing travel, mobility, and quality of life. From Paris to Bogotá, his ideas are changing how people move, connect, and explore.
Elizabeth Becker (USA)
Journalist and author of “Overbooked”
She exposed the social and environmental costs of mass tourism with sharp, investigative depth. Her voice remains essential in rethinking travel with balance, equity, and cultural respect.
Taleb Rifai (Jordan)
Former Secretary-General of the UNWTO
He remains a respected voice in tourism diplomacy, known for promoting inclusion, responsibility, and long-term vision. His legacy continues to shape global tourism governance.
What connects these global tourism experts?
They are not just commentators — they are catalysts. They don’t chase visibility. They shape meaning.
Each of them offers a different lens on what travel can (and should) become — not as an industry of volume, but as a force for cultural connection, ecological balance, and shared futures.
In a fragmented world, their ideas help reconnect the purpose of travel with the people it should serve — residents, visitors, and future generations alike.
A final note
This is more than a list of top travel professionals.
It’s a map of influence for anyone who believes tourism can be better — more human, more just, more intelligent.
Whether you’re working in global tourism policy, destination development, marketing, or storytelling: these are the people worth following, listening to, and building with.