Travel leaders discuss passport-free borders, AI booking and sustainable tourism at Malta summit

The World Travel & Tourism Council convened its 26th Global Summit in Malta, drawing senior figures from airlines, airports and hospitality brands. Panels examined how digital identity could eliminate passports at borders, with Dubai Airports' chief citing coordination challenges rather than technology limits. Google’s EMEA partnership director described travelers becoming "super-empowered" through AI planning and called for trust in AI-handled bookings.

Luxury hotels showcased health-focused amenities, but experts argued all properties should support basic wellness for jet-lagged guests. Tourism officials from Mexico and Spain stressed a strategic shift toward attracting longer-stay, higher-spending visitors who respect local culture, warning against elitist approaches. Former Canadian Prime Minister Justin Trudeau highlighted tourism as a antidote to growing global insularity, promoting Montreal as a must-visit destination.