UN Tourism: Putting Communities at the Centre of Tourism Development in the Americas

• Americas
• 3 May 2024

UN Tourism has reaffirmed its commitment to innovation to enhance the evolution of the sector with a seminar on community-based tourism in Cuba.

The Seminar “Enhancing Tourism Development through Innovation in Community-Based Tourism” was held within the framework of the 69th meeting of the UN Tourism Regional Commission for the Americas. The meeting served as a prelude to the institutional event and brought together leading players in the sector to address challenges, strategies and good practices in this tourism segment. The aim of the Seminar was to promote the development of community-based tourism through the empowerment of and investment in local populations, as well as the promotion of innovation in their products. 

It is necessary to continue exploring models that promote the autonomy and participation of communities in the tourism management of their territories. Creativity, collaboration and commitment to local traditions are fundamental pillars in this journey towards more inclusive and responsible tourism.

Zurab Pololikashvili, Secretary-General of UN Tourism, said: "Community-based tourism in the region of the Americas shows great diversity and opportunities for the sustainable development and economic inclusion of local communities. It is necessary to continue exploring models that promote the autonomy and participation of communities in the tourism management of their territories. Creativity, collaboration and commitment to local traditions are fundamental pillars in this journey towards more inclusive and responsible tourism.”  

After the opening, Natalia Bayona, Executive Director of UN Tourism, highlighted: "Community-based tourism is a great opportunity for social innovation and allows us to be creative with the tourism product itself. In 2022, the global market for this type of tourism amounted to USD 575.9 million. Latin America and the Caribbean, with their natural resources and great nature areas where local communities flourish, announced 80 greenfield projects between 2018-2023 representing USD 3.89 billion."  

The challenges of tourism and the role of communities 

The topic of “Challenges, Strategies and Good Practices for Sustainable Tourism Development through Empowerment and Investment in Community Tourism”, was discussed by a panel including the Cuban Minister Juan Carlos García Granda and the Vice-Ministers of Tourism of Panama, Magda Durán; of Peru, Madeleine Burns, and of Colombia, Arturo Bravo. Gustavo Santos, Regional Director for the Americas of UN Tourism acted as the moderator of the discussion, as the participants outlined the current situation, shared experiences and expressed their proposals for the future of the sector. 

A second panel consisted of a discussion involving both the private sector and representatives of the academic field. On this occasion, with the title “Promoting Social Innovation in Tourism through Impact Investments in Community Tourism, Human Capital and Business and Territorial Strategies”, the debate focused on investments. 

A place for entrepreneurs and communities 

Two startups belonging to the UN Tourism ecosystem participated in the last of the seminar's debates. On the one hand, the company Quantum Temple, dedicated to the application of new technologies to conserve the cultural and natural resources of communities in Indonesia, and on the other, SmArt for Sustainability, from Panama, which incorporates cutting-edge technology and integration practices to move towards sustainability.  

In addition to these meetings, local communities also had their space to publicize their work and showcase success stories, including the Women's Association 'Weaving Dreams and Flavours' of Mampuján, Colombia, which has been an example of transformation for more than two decades. This group of women, including victims of sexual violence and displaced persons, has been able to weave suffering and transform it into a hymn to peace and a historical testimony. 

The conference reflected UN Tourism's efforts to promote the evolution of community-based tourism, among others, through its innovation network that includes a wide variety of startups and projects that promote this segment, as well as innovation challenges, which strengthen tourism initiatives in local communities, while helping to develop new strategies and give visibility to these projects at a global level. 

Rural development

The Seminar concluded with a final panel in which Antonio López de Ávila, coordinator of the Programme of Tourism for Rural Development, shared the activities carried out by UN Tourism in this field. He was joined by representatives of Raqchi (Perú) y Oyachí (Ecuador), both members of the Best Tourism Villages Network. They have shown how sustainable and inclusive tourism can significantly support development, create jobs, retain rural populations, generate extra income, and add to the general wellbeing of communities.

Enhancing Tourism Development through Innovation in Community-Based Tourism

Varadero, Cuba

Enhancing Tourism Development through Innovation in Community-Based Tourism

Varadero, Cuba

Enhancing Tourism Development through Innovation in Community-Based Tourism

Varadero, Cuba

Enhancing Tourism Development through Innovation in Community-Based Tourism

Varadero, Cuba

Enhancing Tourism Development through Innovation in Community-Based Tourism

Varadero, Cuba

Related Links

• Download News Release on PDF
• Investments Strategy
• Innovation, Education and Investments

UN Tourism Members Promote Investment and Education as International Arrivals to the Americas Grow

• Americas
• 30 Apr 2024

The 69th meeting of the UN Tourism Regional Commission for the Americas brought together prominent representatives of countries of the region in the Cuban city of Varadero. The meeting addressed the challenges and opportunities of the tourism sector that the region is facing.

The meeting was held in a positive context, as data for 2023 shows an 88% recovery in international arrivals, compared to the results recorded before the pandemic. This percentage translates to 1.3 billion trips globally, which is 34% more than in 2022.  

In the case of the Americas, the UN Tourism Secretary-General, Zurab Pololikashvili, highlighted the good figures recorded, which even exceeded the global average: “The region recovered 90% of pre-pandemic levels in 2023. In addition, only four subregions around the world have increased the number of arrivals compared to the 2019 figures, with two of them belonging to the region’s area of influence: Central America and the Caribbean, with growth of 5% and 1% respectively. For its part, South America almost reached the results of 2019, recovering 94% of arrivals, while North America registered 87%. These figures lead us to consider a new scenario for tourism in the Americas." 

The investment framework in the region 

For its part, South America almost reached the results of 2019, recovering 94% of arrivals, while North America registered 87%. These figures lead us to consider a new scenario for tourism in the Americas.

Tourism investment was one of the main topics of the Regional Commission, taking into account that, between 2018 and 2023, Latin America and the Caribbean received 359 greenfield foreign direct investment (FDI) projects, which totalled 29.526 billion US dollars and represent more than 115,000 jobs.  

During the meeting, the specific case of Cuba was presented. The country is among the ten leading countries in terms of receipt of investment announcements in the tourism cluster. This list is headed by Mexico (109 projects announced) and Colombia (45), followed by Brazil and the Dominican Republic (with 33 each), Peru (30) and Argentina (24). This is followed by Cuba, Costa Rica and Chile with the same number of projects (17 each) and Ecuador with 6 initiatives. 

Likewise, in the presentation of the data, the importance of Latin American and Caribbean countries as investors in the Americas was also evident, since, in the same period between 2018 and 2023, entrepreneurs of the region made 80 greenfield foreign direct investment announcements, for a total of 3.898 billion US dollars.  

Education and technical training to create value in tourism development 

Education was another of the topics addressed at the meeting. Training plays a crucial role in empowering people with the skills and knowledge that tourism demands. These training activities allow them to evolve in their professional careers and move towards an improvement in employment, which has a direct impact on the development of the sector. 

Latin America has been able to recognize the importance of initiatives aimed at education and technical training promoted by associations, educational institutions, government agencies and private sector actors. In this way, it is intended to promote tourism growth that preserves cultural heritage and protects natural resources.  

In this regard, Natalia Bayona, Executive Director of UN Tourism assured: “Education is key for UN Tourism and is also present in relations with Cuba. In fact, the Organization has awarded a total of 960 scholarships in the region for online courses in our Tourism Online Academy, the virtual teaching platform with free and accessible courses for everyone. Of the total, 30 scholarships have gone to Cuba, the host country." 

Tourism Law Observatory for Latin America and the Caribbean 

Uruguay's candidature to host the office of the Tourism Law Observatory for Latin America and the Caribbean in Montevideo was also considered on the agenda of the conference.  

This entity, created jointly by UN Tourism and the Inter-American Development Bank, will be in charge of managing a pioneering digital tool that allows – in a continuous and systematic way – to collect, analyse, update and disseminate tourism regulations. The platform, which is being developed with the support of a network of academic collaborators and experts in Tourism Law, will include both the current regulations in the region and those that are in the process of development. 

Preparations for World Tourism Day  

The regional meeting closed with a review of the preparations for World Tourism Day, which will be celebrated on 27 September. In 2024, Georgia will host this celebration, which will take place under the theme 'Tourism and Peace' to highlight the role that the sector can play as a vehicle for agreement and an instrument of harmony.  

The 69th meeting of the UN Tourism Regional Commission for the Americas

Varadero, Cuba

The 69th meeting of the UN Tourism Regional Commission for the Americas

Varadero, Cuba

The 69th meeting of the UN Tourism Regional Commission for the Americas

Varadero, Cuba

The 69th meeting of the UN Tourism Regional Commission for the Americas

Varadero, Cuba

The 69th meeting of the UN Tourism Regional Commission for the Americas

Varadero, Cuba

The 69th meeting of the UN Tourism Regional Commission for the Americas

Varadero, Cuba

Related links:

• Download News Release on PDF
• International Tourism to Reach Pre-Pandemic Levels in 2024
• 69th Meeting of UN Tourism Regional Commission for the Americas
• Tourism Online Academy

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Amadeus & UN Tourism joint report reveals tourism in the Americas is on the rise

• Americas
• 30 Apr 2024

Data shows strong growth, especially in the Caribbean and Central America

Demand for travel to destinations across the Americas is on the rise, a new report released today by Amadeus in collaboration with UN Tourism shows.

"Travel Insights 2024: Focus on the Americas, May to August 2024," is the second in a series of reports providing insights into global tourism with a focus on the Americas and its subregions, North America, South America, Central America, and the Caribbean.

UN Tourism data shows that an estimated 1.3 billion international tourists were recorded around the world in 2023, an increase of 34% on 2022 volumes, and forward-looking data for 2024 suggests that demand will continue to stay strong. International tourist arrivals in the Americas in 2023 reached 90% of pre-pandemic levels.

We are happy to strengthen our partnership with Amadeus, with this newest joint report providing our Member States with valuable insights for the year ahead

Looking ahead, Amadeus data shows that searches for travel between May and August 2024¹ have increased by 132% compared to the same search period in 2023. Air travel indicators for the same search period show that airlines are responding to this growing demand for travel given that air capacity has increased for the May – August period to 111%, compared to 2023 capacity volumes.

Continued growth for the Americas

Travel volumes remain strong, with the US, UK, and Brazil as top markets that are searching for travel to the Americas during the May to August 2024 period.  North America has the greatest share of total searches among the Americas subregions for the search period, capturing the top three searched destinations by worldwide travelers: New York, Toronto and Los Angeles.

Average hotel occupancy across the Americas is tracking at the same level as 2023 for the May to August time period. However, occupancy numbers are expected to grow as the peak travel seasons draw closer due to the increase in last-minute booking patterns.

The report highlights several insights for the subregions for the May to August 2024 search period, including:

• North America – for North America, the US, the UK, and Brazil are the top markets searching for travel. However, we are seeing growth in air searches from China and Japan for travel in North America.
• Central America – the US is the top market searching for trips to Central America (followed by Canada and the UK). Costa Rica remains the most searched-for destination in the subregion.
• South America – Argentina and Brazil are also rising in popularity as destinations compared to 2023, based on searches. Buenos Aires, Sao Paulo and Santiago are the top three searched for destinations by travelers in the Americas searching for travel. 
• Caribbean – The US, Argentina and France are the top markets searching for Caribbean travel, with Punta Cana the most-searched-for destination.

Francisco Pérez-Lozao Rüter, President, Hospitality, Amadeus, "This second report from Amadeus' partnership with UN Tourism continues to show the importance of data insights for the industry. Traveler interest and search patterns continue to change throughout the year, and it is vital that travel organizations are aware of the current trends and those that could continue to evolve. For example, when it comes to hotel occupancy, the data highlights the importance for travel companies to remain flexible so they can be responsive to the last-minute patterns of travelers today."

Zurab Pololikashvili, Secretary-General, UN Tourism said, "Market intelligence is vital for destinations everywhere, especially as demand for travel continues to rise strongly. We are happy to strengthen our partnership with Amadeus, with this newest joint report providing our Member States with valuable insights for the year ahead."

Related link

• Download News Release on PDF
• Report: Travel Insights 2024: Focus on the Americas, May to August 2024

¹ The data included in the report is from Amadeus Search Analytics, Amadeus Booking Analytics, Amadeus’ Demand360®, and Amadeus Air Traffic Forecast as of February 29, 2024.

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UN Tourism International Forum – Quintana Roo “Tourism and Culture: A Picture-Perfect Relationship”

• Americas
• 19 Apr 2024

Quintana Roo and UN Tourism highlight the potential of audiovisual tourism: Current trends point to the greater dynamism of destinations that promote their cultural and tourism offerings through audiovisual content.

Organized by UN Tourism and the Government of the State of Quintana Roo through the Tourism Promotion Council of Quintana Roo – an entity that is an Affiliate Member of UN Tourism – the International Forum "Tourism and Culture: A Picture-Perfect Relationship" has put the spotlight on the potential of audiovisual tourism to boost the product offerings of destinations and its suitability for tourism marketing and promotion. Participants discussed the creation and implementation of public policies for promotion through audiovisual content, raising awareness among tourists about environmental and cultural protection through on-screen content, as well as the broader relationship between tourism, culture and creative industries.

"As part of the diversification of tourism offerings, audiovisual content can foster relationships and cultural affinity between different countries and communities. Both tourism and the audiovisual sector celebrate and promote culture, foster employment and offer opportunities for growth," said Zurab Pololikashvili, Secretary-General of UN Tourism. 

Mara Lezama, Governor of the State of Quintana Roo, said: "I am proud to share that we are moving decisively towards a new era in tourism. We have consolidated public policies that promote the diversification of our tourism offerings, including the cultural segment as one of the fundamental pillars. Our Mexican Caribbean, with its paradisiacal landscapes, its cultural wealth and first-class tourism infrastructure, is positioned as an ideal setting to strengthen our offerings and position Quintana Roo as a leading player in the audiovisual field."

Both tourism and the audiovisual sector celebrate and promote culture, foster employment and offer opportunities for growth

The event was held within the framework of the 11th edition of the Xcaret Platino Awards for Ibero-American Cinema, the largest gathering of the Spanish-speaking audiovisual industry, and brought together experts from the world of tourism and culture.

In the framework of this event, UN Tourism signed a Memorandum of Understanding with the Xcaret Group – an Affiliate Member of the Organization – that lays the foundations for collaboration aimed at jointly promoting good practices in the preservation of cultural heritage, both tangible and intangible, and the welfare of local communities.

UN Tourism, working for the development of audiovisual tourism

UN Tourism has been expanding its work in the field of audiovisual tourism to respond to the increased demand for recommendations and guidance regarding the development of public policies and the sustainable development of this tourism segment. The recent joint UN Tourism – NETFLIX study "Cultural Affinity and Screen Tourism – The Case of Internet Entertainment Services" offers policymakers and tourism sector actors valuable information and recommendations to develop and implement policies that make their destinations attractive to audiovisual producers. Likewise, it aims to help in the formulation of strategies focused on promoting tourism and the consumption of local culture, and investing in training and education to develop the film sector and local creative industries, in order to ensure a high level of talent, infrastructure and production capacity.

Destination Quintana Roo

The State of Quintana Roo continues to strengthen its position as a tourism destination, thanks to large-scale projects such as the launch of the Mayan Train. Quintana Roo received a record number of tourists in 2023, with more than 20 million, and is taking actions to safeguard its cultural and natural heritage, in line with its Quintana Roo 2030 Sustainable Tourism Master Plan.

11th edition of the Xcaret Platino Awards

With the aim of promoting, disseminating and bringing Ibero-American culture and film-making closer together, the Xcaret Platino Awards for Ibero-American Cinema annually brings together the most prominent figures of the Latin American audiovisual industry and recognizes the best audiovisual productions in Spanish and Portuguese.

Related links

• Download News Release on PDF
• UN Tourism Affiliate Members

Resilience through Diversity and Investments the Focus on UN Tourism Visit to Jamaica

• Americas
• 19 Feb 2024

UN Tourism put the focus on building a more resilient sector during an official visit to Jamaica.

With the latest UN Tourism data showing international arrivals returning to 87% of pre-pandemic levels at the end of 2023, emphasis has now shifted to protecting the sector from future shocks. The official visit of the delegation led by Secretary-General Zurab Pololikashvili coincided with the second Global Tourism Resilience Day. A series of high-level meetings in Jamaica also advanced shared efforts around ethical, inclusive and sustainable tourism as well as the priorities of education and investment.

Investments and education to build resilience

Every level of tourism must be ready to deal with shocks and emergencies and able to adapt to whatever challenge comes our way

Through the work of UN Tourism, Global Tourism Resilience Day (17 September) was established by the United Nations General Assembly in 2023 with the aim of protecting the sector, including its businesses and workers, from future shocks. The second annual celebration was held in Montego Bay, Jamaica, itself one of the leading destinations in the Caribbean and Americas. UN Tourism Secretary-General Pololikashvili joined Jamaican Minister of Tourism Edmund Bartlett and leaders from the public and private sectors for a special one-day conference on the theme. UN Tourism advanced work for greater resilience through:

• Investments: As part of an ongoing collaboration with the Development Bank of Latina American and the Caribbean (CAF), UN Tourism will add to its collection of “Tourism Doing Business” investment guidelines with an edition focused on Jamaica. The guidelines will identify opportunities for investors in the country’s tourism sector, with a focus on sustainable and resilient infrastructure.
• Education: In Montego Bay, the UN Tourism delegation advanced plans to work with Jamaica’s Centre for Resilience on a number of new, targeted education programmes. UN Tourism will also work with the Ministry of Tourism to explore plans to establish a Tourism Academy in Collaboration with UN Tourism. The Academy would serve the wider Caribbean region.

“Resilience takes many forms,” the UN Tourism Secretary-General said opening the conference. “Every level of tourism must be ready to deal with shocks and emergencies and able to adapt to whatever challenge comes our way. For many developing countries, including the least developed countries, small island developing states, countries in Africa and middle-income countries – we cannot allow the lifeline of tourism to be cut for too long."

Jamaica’s Prime Minister welcomes UN Tourism

On the eve of the Global Tourism Resilience Day celebrations, Prime Minister Andrew Holness, met with Secretary-General Pololikashvili to discuss shared priorities for growing tourism in size and impact across both Jamaica and the wider Caribbean region. The Prime Minister also invited the UN Tourism leadership to join the official opening of Parliament.

Investments and education to build resilience

UN Tourism Visit to Jamaica

Investments and education to build resilience

UN Tourism Visit to Jamaica

Investments and education to build resilience

UN Tourism Visit to Jamaica

Investments and education to build resilience

UN Tourism Visit to Jamaica

Related links

• Download News Release on PDF
• UN Tourism: Regional Department for the Americas
• Tourism Doing Business