Madrid, Spain, March 20, 2026 / TRAVELINDEX / The World Travel & Tourism Council (WTTC) is pleased to welcome Pernod Ricard as its newest industry partner, further strengthening the Council’s network of leading organisations supporting the strategic development of the global travel & tourism sector.
Headquartered in Paris, Pernod Ricard is a worldwide leader in the spirits and champagne industry, with affiliates present in more than 60 countries. The Group is home to a portfolio of more than 200 premium brands, including: Absolut vodka, Ballantine’s and Chivas Regal scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liquor, and Mumm and Perrier-Jouët champagnes.
Through its global network of 28 Brand Homes across 18 countries, welcoming over one million visitors each year, Pernod Ricard plays a growing role in shaping the future of experiential and destination-led travel. These immersive spaces bring the Group’s convivial spirit to life — offering experiences rooted in local heritage and shaped by storytelling, craftsmanship, mixology, culinary innovation, art, and culture. By elevating Spirits Tourism, Pernod Ricard contributes to diversifying tourism offerings and deepening connections between travellers and local communities.
Gloria Guevara, WTTC President & CEO, said: “Pernod Ricard joins WTTC at a time when experiential travel continues to redefine how destinations engage with visitors. Their Brand Homes demonstrate how global brands can create meaningful, culturally rich experiences that contribute to local economies and celebrate heritage.
Their commitment to responsible growth and sustainable brand building aligns closely with WTTC’s mission to support a resilient, innovative, and experience-driven Travel & Tourism sector.”
Laura Sileo, Pernod Ricard’s Global Brand Homes Director , said: “Joining the World Travel & Tourism Council is a significant step forward for Pernod Ricard. Our Brand Homes are increasingly strengthening their role as cultural destinations, as we pioneer new reasons to explore. We are proud to join this leading organisation and help shape a more innovative, sustainable and experience-driven future for global travel.”
By joining as an industry partner, Pernod Ricard will contribute to WTTC’s evidence-based programmes, policy initiatives, and strategic dialogues, supporting efforts to enhance long-term resilience and ensure the sector continues to deliver economic and social value for travellers, businesses, and communities worldwide.