The Advisory Board is responsible for assuring the quality of World Tourism Forum Lucerne. It determines the themes for the forums and decides on the general content by including current topics from around the world and addressing cultural differences through an international body of renowned experts.

The Advisory Board consists of the following members:

• Adelbert Bütler (Chairman of the Board of Directors Lucerne Tourisme Ltd)
• Thea Chiesa (Head of Aviation, Travel and Tourism Industry, World Economic Forum)
• Olivier Jankovec (Director General ACI Airports Council International European Region)
• Prof. Kaye Chon (Chair Professor and Director of School of Hotel & Tourism Management, The Hong Kong Polytechnic University)
• Geoffrey Lipman (Director greenearth.travel, Advisor to Secretary General UNWTO)
• Andreas Meyer (CEO SBB)
• Sir David Michels (deputy Chairman of Marks and Spencer Plc, board member of Strategic Hotels and Resorts and Jumeirah Hotels, President of the British Hospitality Association
• Vijay Poonoosamy (Vice President International & Public Affairs Etihad Airways)
• Samih Sawiris (Chairman and CEO Orascom Development Holding SA)
• Jürg Schmid (Director Switzerland Tourism)
• Franz Steinegger (Chairman, Swiss Museum of Transport)