Pernod Ricard Joins World Travel & Tourism Council as Industry Partner to Support Experiential Tourism Growth

(IN SHORT) The World Travel & Tourism Council has welcomed Pernod Ricard as its newest Industry Partner, expanding the organisation’s global network of companies shaping the future of travel and tourism. The Paris-based spirits and champagne producer operates in more than 60 countries and manages a portfolio of globally recognised brands including Absolut, Jameson, Chivas Regal, and Martell. Through its network of 28 Brand Homes across 18 countries, Pernod Ricard attracts more than one million visitors annually with immersive experiences focused on heritage, craftsmanship, and local culture. By joining WTTC, the company will contribute to research initiatives, policy discussions, and industry collaboration aimed at supporting sustainable tourism growth and strengthening the sector’s economic and cultural impact worldwide.

(PRESS RELEASE) MADRID, Spain, 2026-Mar-10 — /Travel PR News/ — The World Travel & Tourism Council (WTTC) has announced that Pernod Ricard has joined the organisation as its newest Industry Partner, strengthening the council’s network of companies supporting the long-term development of the global travel and tourism sector.

Headquartered in Paris, Pernod Ricard is one of the world’s leading producers of spirits and champagne, with operations in more than 60 countries. Its portfolio includes well-known brands such as Absolut, Ballantine’s, Chivas Regal, Jameson, Martell, Havana Club, Beefeater, Malibu, Mumm, and Perrier-Jouët. In fiscal year 2025, the group reported consolidated sales of €10.96 billion.

Beyond its beverage portfolio, Pernod Ricard has been expanding its presence in experiential tourism through a network of Brand Homes located in 18 countries. These immersive destinations allow visitors to explore the heritage, production processes, and culture behind the company’s brands. Collectively, the network includes 28 Brand Homes and welcomes more than one million visitors annually.

These locations are designed to provide travellers with interactive experiences that combine storytelling, craftsmanship, mixology, gastronomy, art, and local culture. By developing what it describes as “Spirits Tourism,” the company aims to enrich tourism offerings while strengthening connections between visitors and the communities where the brands originate.

Gloria Guevara, President and CEO of WTTC, said Pernod Ricard joins the organisation at a time when travellers are increasingly seeking authentic and immersive experiences at destinations around the world. She noted that the company’s Brand Homes demonstrate how global brands can contribute to culturally meaningful tourism experiences while supporting local economies.

Guevara added that Pernod Ricard’s focus on responsible growth and sustainable brand development aligns with WTTC’s objective of building a more resilient, innovative, and experience-driven travel and tourism sector.

Laura Sileo, Global Brand Homes Director at Pernod Ricard, said the partnership with WTTC reflects the company’s growing role in tourism and cultural experiences. She explained that the Brand Homes concept has evolved into a network of destinations that invite travellers to explore heritage, craftsmanship, and local traditions connected to the company’s brands.

Through its new role as an Industry Partner, Pernod Ricard will contribute to WTTC’s research programmes, policy discussions, and strategic initiatives aimed at strengthening the global travel and tourism ecosystem.

The council works with both private sector leaders and public institutions to support sustainable tourism development and promote the sector’s contribution to economic growth, job creation, and international trade.

Pernod Ricard’s participation is expected to support ongoing collaboration between travel companies, governments, and destination stakeholders as the industry continues to evolve toward more experience-driven travel models.

 

About Pernod Ricard

Pernod Ricard is a worldwide leader in the spirits and champagne industry, combining traditional craftsmanship with cutting-edge brand building and responsible growth. Driven by a mission to nurture its brands sustainably and foster a culture of authentic convivialité across its global teams, the Group continues to shape the future of premium spirits and experiential tourism.

Its Brand Homes network brings this spirit to life through immersive destinations across 18 countries, welcoming over one million visitors annually. More than tours, these spaces create lasting memories — celebrating local heritage, creativity, and craftsmanship while strengthening the connection between brands, communities, and travellers.

About WTTC

The World Travel & Tourism Council (WTTC) is the global, private sector voice of the Travel & Tourism industry. Its members include the Chairmen/women, Presidents and Chief Executives of the world’s leading travel and tourism companies, spanning airlines, hotels, cruise lines, tour operators, technology firms and more. Through this unified membership, WTTC works with governments and international institutions to drive sustainable growth, support exports, create jobs, and deliver prosperity globally.

For more than three decades, WTTC has championed the economic and social contribution of Travel & Tourism. Its rigorous, data-driven research quantifies the sector’s impact — on GDP, employment, exports and wider societal benefits — helping shape policies, raise awareness, and foster public-private collaboration.

Contact:
Tel: +44 (0) 207 481 8007
Email: enquiries@wttc.org

SOURCE: World Travel & Tourism Council