WTTC Welcomes Pernod Ricard as Industry Partner

Pernod Ricard Joins WTTC as Industry Partner to Support Experiential Travel Initiatives

The World Travel & Tourism Council (WTTC) has announced that Pernod Ricard has joined the organization as an Industry Partner, expanding WTTC’s network of companies involved in the development of the global travel and tourism sector.

Headquartered in Paris, Pernod Ricard operates in the spirits and champagne industry with affiliates in more than 60 countries. The company’s portfolio includes brands such as Absolut, Ballantine’s, Chivas Regal, Jameson, Martell, Havana Club, Beefeater, Malibu, and champagne houses Mumm and Perrier-Jouët.

In the financial year 2025, the company reported consolidated sales of €10,959 million.

Pernod Ricard operates a network of 28 Brand Homes across 18 countries, which together receive more than one million visitors annually. These spaces host experiences centred on local heritage, storytelling, craftsmanship, mixology, culinary culture, art and design, contributing to destination-based travel experiences.

Through these initiatives, the company is also contributing to the growth of spirits tourism, a segment that connects visitors with the history and production of spirits while supporting local tourism economies.

Gloria Guevara said Pernod Ricard’s involvement comes at a time when travellers are increasingly seeking experience-based journeys. She noted that the company’s Brand Homes demonstrate how brands can create culturally focused visitor experiences that support local economies and reflect regional heritage. Guevara added that Pernod Ricard’s focus on responsible growth aligns with WTTC’s efforts to support a resilient and innovative travel and tourism sector.

Laura Sileo said joining WTTC marks an important step for the company as its Brand Homes continue to evolve as visitor destinations. She added that the partnership provides an opportunity to collaborate with the wider travel and tourism community on initiatives focused on sustainable, experience-led travel.

As an Industry Partner, Pernod Ricard will contribute to WTTC’s research programmes, policy discussions and industry initiatives aimed at supporting the long-term resilience and economic contribution of the travel and tourism sector.