Pernod Ricard Joins WTTC: A New Era for Experiential Travel
Madrid, Spain, 10 March 2026: The World Travel & Tourism Council (WTTC) has announced a significant partnership with Pernod Ricard, a global leader in the spirits and champagne industry. This collaboration aims to enhance the strategic development of the travel and tourism sector, further enriching the experiences available to travelers worldwide.
Pernod Ricard: A Global Leader
Headquartered in Paris, Pernod Ricard boasts a remarkable presence in over 60 countries, with a diverse portfolio of more than 200 premium brands. Some of the most recognizable names in the spirits industry, such as Absolut vodka, Ballantine’s and Chivas Regal scotch whiskies, Jameson Irish whiskey, and Mumm and Perrier-Jouët champagnes, are part of this esteemed collection. This extensive range not only highlights the company’s commitment to quality but also its ability to cater to various consumer preferences across the globe.
The Role of Brand Homes in Tourism
Pernod Ricard operates a global network of 28 Brand Homes across 18 countries, attracting over one million visitors annually. These immersive spaces are more than just tasting rooms; they serve as cultural destinations that celebrate local heritage through storytelling, craftsmanship, and culinary innovation. By elevating the concept of Spirits Tourism, Pernod Ricard is diversifying tourism offerings and fostering deeper connections between travelers and local communities.
A Vision for Experiential Travel
Gloria Guevara, WTTC President & CEO, emphasized the importance of experiential travel in today’s tourism landscape. She noted that Pernod Ricard’s Brand Homes exemplify how global brands can create meaningful, culturally rich experiences that not only engage visitors but also contribute to local economies. This partnership aligns with WTTC’s mission to promote a resilient and innovative travel sector, focusing on experiences that resonate with travelers.
Commitment to Sustainability
Both WTTC and Pernod Ricard share a commitment to responsible growth and sustainable practices. Laura Sileo, Pernod Ricard’s Global Brand Homes Director, expressed enthusiasm about joining WTTC, highlighting the company’s dedication to pioneering new reasons for exploration. This partnership aims to shape a future where tourism is not only economically viable but also environmentally and socially responsible.
Contributions to Policy and Strategy
As an industry partner, Pernod Ricard will actively contribute to WTTC’s evidence-based programs and policy initiatives. This collaboration will support efforts to enhance long-term resilience in the travel and tourism sector, ensuring that it continues to deliver economic and social value for travelers, businesses, and communities around the world.
About Pernod Ricard
Pernod Ricard stands out as a leader in the spirits and champagne industry, blending traditional craftsmanship with modern brand development and distribution technologies. The company’s mission focuses on long-term growth while respecting people and the environment. With consolidated sales reaching €10,959 million in fiscal year FY25, Pernod Ricard continues to shape the future of premium spirits and experiential tourism.
About WTTC
The World Travel & Tourism Council serves as the global voice for the travel and tourism industry, representing the leaders of major travel companies, including airlines, hotels, and technology firms. For over three decades, WTTC has championed the economic and social contributions of travel and tourism, using rigorous, data-driven research to quantify the sector’s impact on GDP, employment, and societal benefits. Through collaboration with governments and international institutions, WTTC aims to drive sustainable growth and prosperity globally.
This partnership between Pernod Ricard and WTTC marks a pivotal moment in the evolution of experiential travel, promising to enrich the travel landscape while fostering a deeper connection between travelers and the cultures they explore.
