Najib Balala lands senior role at world tourism council

Former CS Najib Balala with Manfredi Lefebvre, chairman of the WTTC and Gloria Guevara, WTTC's president and CEO /HANDOUT

Former Tourism CS Najib Balala, has been appointed to a senior leadership position at the World Travel & Tourism Council (WTTC), where he will lead global advocacy and government engagement efforts.

In his new role, Balala will serve as executive vice-president for advocacy, government affairs and research at the Madrid-based global tourism body, which represents the private sector in the travel and tourism industry worldwide.

The WTTC said Balala will be responsible for steering its global policy agenda, strengthening engagement with governments and guiding research aimed at supporting the growth and resilience of the sector.

Balala, who has more than two decades of experience in public service and international tourism policy, previously served as Kenya’s Tourism and Wildlife Cabinet Secretary for more than 12 years.

During his tenure, he played a key role in shaping tourism policy, promoting destination branding and strengthening Kenya’s position as a leading tourism hub in Africa.

He is widely credited with steering the sector through major challenges, including global disruptions and political transitions, while maintaining close collaboration with private sector players in tourism and hospitality.

During the Covid-19 pandemic, Balala led Kenya’s tourism recovery strategy, implementing policy and operational measures aimed at restoring confidence in travel.

Kenya became the first country globally to receive the “Safer Tourism Seal,” recognising its health and safety protocols within the industry.

His appointment to the WTTC comes as the organisation continues to expand its global influence, bringing in experienced leaders to support its advocacy work and policy engagement with governments and industry stakeholders.

Balala will report to WTTC president and chief executive officer Gloria Guevara, who welcomed his appointment, noting that his extensive experience in government will strengthen the council’s ability to advance the global tourism agenda.

“Najib Balala’s substantial experience as a cabinet minister on the world stage will help WTTC grow our sector even further,” Guevara said.

She said the council is strengthening its leadership team as it continues to attract new members and re-engage former partners in efforts to build a stronger global tourism industry.

Balala also expressed optimism about his new role, saying he is committed to leveraging his experience in the public and private sectors to support WTTC’s strategic objectives.

“I am looking forward to working with the WTTC leadership and bringing my experience in bridging the public and private sectors to strengthen global tourism policy and engagement,” he said.

He said effective collaboration between governments and industry stakeholders remains key to sustainable tourism growth and resilience in the face of global challenges.

Balala’s appointment marks a continuation of his long-standing involvement in the global tourism sector, transitioning from national leadership in Kenya to a broader international policy and advocacy role.

The WTTC, headquartered in Madrid, serves as a leading global forum for the travel and tourism industry, focusing on economic impact, sustainability, and policy development across the sector.