Mission and principles

The World Tourism Organization (UN Tourism) is the United Nations specialized agency for responsible, sustainable and universally accessible tourism. In collaboration with its 160 Member States, 6 Associate Members and over 500 Affiliate Members, UN Tourism works to position tourism as a key driver of economic growth, inclusive development and environmental sustainability.

The Organization promotes the inclusion of tourism in national and global agendas, advocating for its potential to reduce poverty, generate employment, foster innovation and contribute to the achievement of the 17 Sustainable Development Goals (SDGs). The Management Vision endorsed by its Members aims to strengthen knowledge creation, expand partnerships and deliver greater value to both current and future members.

UN Tourism focuses on five strategic priorities: accelerating innovation and digital transformation; enhancing sector competitiveness through investment and entrepreneurship; generating employment and expanding training opportunities; improving resilience and ensuring safe, seamless travel; and protecting cultural and natural heritage while supporting local communities.

Tourism education and capacity building are central to the Organization’s work. From high school to higher education and professional development, UN Tourism leads efforts to equip the sector with the skills it needs. It supports Member States in assessing and addressing educational gaps and creates platforms for knowledge sharing across borders and sectors.

The Organization also works to improve Member States’ tourism competitiveness through data and research, human resources development, and support in areas such as policy planning, marketing, statistics, sustainable development and crisis management. Through technical assistance and development projects in over 100 countries, UN Tourism promotes inclusive and sustainable tourism practices that respect cultural authenticity and protect the environment.

In close cooperation with public and private partners, UN Tourism fosters innovation by supporting start-ups and scaling new ideas. The Organization also monitors trends, identifies investment opportunities and connects destinations with global investors to boost sustainable growth.

The UN Tourism General Assembly serves as the supreme organ of the Organization, while the Executive Council, which oversees the implementation of decisions in consultation with the Secretary-General. Based in Madrid, Spain, the Secretariat is led by the Secretary-General and is organized into thematic and regional departments. These include teams dedicated to sustainability, marketing, statistics, ethics, education and crisis management, as well as regional departments for Africa, the Americas, Asia and the Pacific, Europe and the Middle East. The Technical Cooperation and Silk Road Department manages development efforts, while the Affiliate Members Department serves as the bridge to the Organization’s vast network of private sector, academic and civil society partners.

Through leadership, partnership and knowledge, UN Tourism continues to shape a more sustainable, inclusive and resilient tourism sector worldwide.