UN Tourism Artificial Intelligence Challenge
With AI and advanced technologies reshaping the travel industry, 2024 presents a key moment to redefine tourism. As international travel reaches full recovery, the challenge focuses on using AI to improve personalized services, streamline operations, and elevate customer engagement, delivering scalable solutions that bring measurable results.
The UN Secretary-General's report highlights the need for accessible technology and AI solutions that close the digital divide. This vision drives the UN Tourism AI & Deep Tech Start-up & Scale-Up Challenge, which aims to spark innovation in tourism with practical, high-impact AI applications across the tourism value chain.
Objectives
- Innovate: Support AI-driven solutions that enhance efficiency and transform traveler experiences across the tourism ecosystem.
- Adopt: Ensure AI adoption is equitable, providing access to all communities and fostering widespread participation and benefits from these technologies.
- Drive Growth: Foster AI solutions that optimize operations and improve service delivery, benefiting stakeholders across the industry.
- Collaborate: Unify governments, industries, and experts to advance AI’s role in addressing tourism’s key challenges.
- Shape the Future: Use AI to meet user demands, from optimizing logistics to enhancing the visitor experience, reinforcing tourism as a driver of economic growth.
CATEGORIES
1. Branding, Promotion & Marketing
Elevating Brand Value: Reputation, Branding & Marketing Focus on enhancing destination branding and promotion through the use of AI and deep technologies. This category emphasizes innovative solutions that not only boost brand value but also promote sustainable practices, preserve cultural heritage, and improve the visitor experience, all while maintaining global appeal and authenticity.
2. Smart Destinations & Deep Technologies
Integrated Tech for Smart Destinations: Creating Cohesive Experiences Harness integrated technologies to create seamless and sustainable visitor experiences at smart destinations. This category targets innovations that optimize destination management, improving operational efficiency and sustainability through AI, green and deep tech solutions, while elevating the quality of the tourist experience.
EdTech for Tourism: Empowering Sustainable futures Utilize AI and digital platforms to enhance education and training in the tourism sector. This category focuses on fostering professional development and sustainable career paths, equipping tourism professionals with the skills needed to implement eco-friendly practices and support long-term sustainable tourism growth.
Tourism Flow Management & Cross-Border Efficiency Leverage AI and deep technologies to manage tourism flows and improve cross-border travel efficiency. This category emphasizes solutions that use data analytics to balance visitor distribution, minimize environmental impacts, and enhance the overall quality of visitor experiences, while ensuring secure and seamless travel operations.
The UN Tourism AI & Deep Tech Start-up & Scale-Up Challenge is strategically aimed at start up & scale-ups that have already demonstrated significant potential in the tourism or technology sectors and are poised for their next stage of growth. These are companies that have moved beyond the initial startup phase, with proven business models, established customer bases, and a track record of innovation. The target scale-ups should meet the following criteria:
1. Technological Innovation and Readiness
- Proven Technological Readiness: Demonstrated deployment of advanced, AI-driven or emerging technologies that are market-ready and address real-world challenges.
- Ethical AI and Compliance: Adherence to international regulations like GDPR, focusing on data security and ethical AI practices.
2. Market Validation and Business Viability
- Sustainable Business Model: a strong strategy to minimize risk and the capability to sustainably expand operations.
- Growth Stage with Market Traction: Strong market presence with proven revenue streams, demonstrating customer demand and effective solutions to real-world applications.
- Financial Stability: Robust financial backing and stability to support long-term growth.
3. Global Reach and Scalability
- Global Scalability and Adaptability: Vision and readiness to scale solutions globally, with the ability to customize them for diverse geographic and regulatory environments.
- Collaboration Readiness: Engagement in strategic partnerships and multi-stakeholder collaborations to advance responsible AI use in tourism.
4. Sustainability and Social Impact
- Commitment to Sustainability: Dedication to practices that support environmental conservation and contribute to the SDGs.
- Social Impact and Inclusivity: Technologies that promote inclusivity, enhancing accessibility and cultural exchange.
- Impact Measurement and Reporting: Systems for measuring and reporting the impact of their solutions on sustainability and SDGs.
Participating startups will be assessed according to their:
- Ease of value capture
- Scalability
- Potential business impact
- Maturity of the product/technology
- Maturity of the team and the organization
- Partnership readiness
- Contribution to the selected Sustainable Development Goals
Benefits for winning startups include but are not limited to:
- Pitch at the UN TOURISM Demo Day
- Acceleration Programme at SPARK, the Innovation Sphere of Les Roches
- Access to 90+ Venture Capitalists
- Access to Top Corporations and 150+ Countries
- Curated mentorship programmes
- Potential pilot project with private sector collaborators and institutions
- Plug and Play will offer a registered profile on Playbook, an invitation to participate in our Silicon Valley Summit, and access to talent and synergies with their Portfolio
Applicants are advised to adhere to the following steps to ensure their submission meets the criteria of the Challenge:
- Review Challenge Guidelines: Thoroughly read and understand the Terms & Conditions of the Challenge available on our website to ensure compliance with all requirements.
- Selection of Category: Carefully select the category under which your submission will be evaluated. Ensure that your project aligns with the specified category's objectives.
- Prepare a Pitch Deck: Develop a concise and compelling pitch deck in English, limited to no more than 15 slides, that clearly outlines the problem, solution, impact, and business model of your project.
- Compile Information: Provide a complete list of your organization's web page, social media handles, and essential contact information to facilitate effective communication.
- Submission of Application: Once your materials are prepared and reviewed, complete the Application Form in English. The form is accessible on our official website and should be submitted by the specified deadline.
Read here terms and conditions
Feel free to contact us for any inquiries at iei@unwto.org with the subject: "AI Challenge UN Tourism"
Timeline
Launch:
November 2024
Deadline submissions: March 2025
Announcement finalists:
April 2025
Final Pitch To be announced
Impact: continuous
In collaboration with:
Main partners:
Ecosystem Collaborators:
Join us in reimagining the future of tourism through the lens of Artificial Intelligence!
with the participation of:
UN Tourism Open Innovation Challenge France: Collaborations between French Travel Tech Startups and Large Tourism Companies
Organized by UN Tourism and the Ministry of Economy, Finance, and Industry, the Open Innovation Challenge France aims to reward the best collaborations between travel tech startups and large companies. The Challenge brings together travel tech startups, large corporations, public institutions, investors, and the academic community. Its goal is to highlight how innovative partnerships can transform the tourism sector and promote a more sustainable, accessible, and inclusive tourism industry in France. Selected participants will receive tailored training and mentorship, as well as networking opportunities through the UN Tourism network. They will also have the chance to present and showcase their projects to an audience of investors, industry leaders, and key stakeholders at the "UN Tourism Tech Adventure - France" (TTA) event, which will take place in France at the end of 2025.
The Challenge
Designed to encourage companies to collaborate on major issues facing the tourism industry, the challenge allows startups and large companies to present successful collaborations stemming from Proof of Concepts (POCs) that address specific challenges in the travel tech sector. Participants must submit solutions aligned with one of the following two areas:
- Better - Enhancing tourism services: these innovations should optimize the quality, accessibility, or sustainability of tourism services and include digital tools that improve the travel experience, reduce environmental impact, and promote inclusivity for travelers from all backgrounds.
- Efficiency - Accelerating the efficiency of the tourism sector through technology: leveraging cutting-edge technologies such as Artificial Intelligence, Blockchain, the Internet of Things (IoT), and big data analytics to streamline operations, optimize resource allocation, and increase efficiency within the tourism industry.
What are the objectives?:
Discover innovative collaborations between startups and large companies in the travel tech sector.
- Identifying High-Potential Open Innovation Partnerships between Startups and Large Corporations: Through a rigorous selection process, the challenge will identify partnerships with scalable and impactful solutions in travel technology.
- Providing Comprehensive Support: Selected partnerships will receive mentorship and training from industry experts. Startups will focus on scalability strategies, business model optimization, and effective pitching techniques, while large corporations will receive training on collaborating with startups, forming joint ventures, and enhancing corporate innovation.
- Facilitating Strategic Partnerships: The final Pitch Challenge will serve as a platform for startups and large corporations to connect with leading investors and key stakeholders, fostering potential collaborations and investment opportunities.
- Promoting Sustainable Innovation: Emphasis will be placed on solutions that contribute to the ecological transition and inclusivity in tourism, aligning with global sustainability goals.
- Showcasing France as a Hub of Travel Tech: By highlighting innovative solutions and successful startups, the event will reinforce France's reputation as a pioneering destination in the realm of travel technology.
Join the Partnership Challenge for French Travel Tech Startups and Large Companies!
The Challenge is open to pairs of French startups (headquartered in France) and large companies (French or foreign) in the tourism sector.
- The co-developed solution must address a use case in travel tech or tourism innovation.
- Startups must have a minimum viable product (MVP), a prototype, or a solution ready for scaling.
- Companies must be able to provide resources, mentorship, and support for implementation and expansion.
Participants will be evaluated based on the following criteria:
- The collaboration between the startup and the company generates tangible value, including innovation, efficiency, and enhancement of service offerings.
- The anticipated economic and operational impact of the solution, with an emphasis on scalability and long-term benefits for the tourism sector.
- The stage of development of the solution, including its readiness for market implementation and the robustness of the proposed technology or product.
- The experience, skills, team structure involved, and the overall organizational capacity to realize the proposed innovation.
- The ability of the startup and the company to engage in a collaborative partnership, including their strategic fit, communication, and shared goals.
More information and the Terms of Reference:
Specific Criteria for the "Faster - Accelerating Efficiency in the Tourism Sector through Technology" Category:
- Solutions must facilitate the digitization of tourism operations, including booking systems, customer engagement platforms, and data-driven decision support tools.
- Solutions should develop smart technologies for the tourism sector that integrate connected devices, AI, and data analytics to create more responsive, personalized, and efficient travel experiences.
Specific Criteria for the "Better - Enhancing Tourism Services" Category:
- Contribution to the Sustainable Development Goals (SDGs), alignment of the solution with the UN SDGs, and its potential to advance them, focusing on sustainable tourism practices. Innovations should promote eco-friendly practices in tourism, such as reducing carbon footprints, encouraging responsible travel, and managing natural resources sustainably.
This Challenge presents a unique opportunity for startups and large companies to come together, push the boundaries of travel tech, and contribute to a more sustainable future for tourism in France. Selected companies will benefit from:
- Personalized mentorship and training, with guidance from tourism experts, innovators, and key stakeholders in the UN Tourism global network, to help startups refine their business models and implementation strategies, and assist large companies in enhancing their intrapreneurship and open innovation practices.
- Opportunities to present solutions at high-profile events like the "UN Tourism Tech Adventure - France," gaining exposure to investors, government officials, and potential partners.
- Ongoing support to implement their solutions, including access to funding opportunities, strategic partnerships, and media coverage to enhance visibility.
- A key role in advancing sustainable tourism by aligning innovations with the SDGs, making a tangible impact on the environment and local communities.
- Exploring new markets and growth opportunities by showcasing scalable solutions that address urgent industry challenges, supported by a global framework;
- Receive scholarships from the UN Tourism Online Academy.
Calendrier :
October 24, 2024: Launch of the call for applications
31 Mars 2025: Deadline for application submissions
Spring 2025: Announcement of finalists
End of Spring 2025: Start of the mentorship program
Fall 2025 (to be confirmed): Final presentation at a "UN Tourism Tech Adventure - France" event
End of 2025: Continuous support for the finalists via the UN Tourism Startup NetworkAbout Innovation at UN Tourism
UN Tourism leads policies and with the United Nations' Sustainable Development Goals (SDGs). Through its Innovation, Education, and Investment Department, it has developed 32 Startup Competitions and Specific Challenges. Alongside multiple innovation and technology forums, generating an Innovation Network of more than 400 startups, 500 companies, 400 public institutions, 250 educational centers, 40 incubators/accelerators, and 290 investors. This ecosystem connection has enabled the generation of more than 2 billion US dollars in financing for new companies.
27 September 2024 | Tbilisi, Georgia
Join the celebration! #WTD24
PRELIMINARY PROGRAMME
14:00 – 16:00
Old Tbilisi sightseeing tours (Departure from Paragraph Freedom Square, a Luxury Collection Hotel)
20:00 – 22:00
Welcome Reception hosted by the First Vice Prime Minister of Georgia (Venue: Ceremonial Palace of Georgia)
Friday, 27 September
Venue: Paragraph Freedom Square, a Luxury Collection Hotel
10:00
Welcome coffee
11:00 – 11:35
Opening Ceremony & Welcome Remarks
- Irakli Kobakhidze, Prime Minister, Georgia
- Ahmed Al Khateeb, Minister of Tourism, Saudi Arabia
- Aziz Abdukhakimov, Minister of Ecology, Environmental Protection and Climate Change, Uzbekistan
- Zurab Pololikashvili, Secretary-General, UN Tourism
11:35 – 11:50
Keynote Speech: "Journey to Harmony - Tourism as a Catalyst for Sustainable Peace and a Better Future"
- Harris Whitbeck, Minister of Tourism, Guatemala
11:50 – 13:15
High-Level Ministerial Dialogue – Building Bridges Through Tourism
Tourism is way more than an economic driver; it is a powerful tool for fostering international understanding, cultural exchange, and global peace. In a world increasingly divided by geopolitical tensions, economic disparities, and cultural misunderstandings, tourism offers a unique avenue for bridging gaps and building lasting connections. The session aims to bring together government leaders, and policymakers to discuss and strategize on how tourism can be leveraged to promote peace and unity.
- Moderator: Aradhana Khowala, CEO & Founder, Aptamind Partners
Speakers:
- Mariam Kvrivishvili, Deputy Minister, Ministry of Economy and Sustainable Development, Georgia
- Aziz Abdukhakimov, Minister, Ministry of Ecology, Environmental Protection and Climate Change, Uzbekistan
- Nabeela Farida Tunis, Minister, Ministry of Tourism and Cultural Affairs, Sierra Leone
- Fatema Jaafar, Alsairfafi, Minister, Ministry of Tourism, Bahrain
13:15 – 13:30
Keynote Address: Fostering Peace and Progress Through Tourism
- Didier Mazenga Mukanzu, Special Envoy for the Chad, Economic Community of Central African States (ECCAS) and Minister of Regional Integration, Democratic Republic of the Congo
13:30– 15:00
Lunch
15:00 – 15:05
Official hand-over ceremony of the "Tourism Doing Business: Investing in Georgia" guideline
- Zurab Pololikashvili, Secretary-General, UN Tourism
- Levan Davitashvili, First Vice Prime Minister and Minister of Economy and Sustainable Development of Georgia
15:05 – 15:15
Presentation of the "Tourism Doing Business: Investing in Georgia" guideline
- Natalia Bayona, Executive Director, UN Tourism
15:15 – 15:25
Presentation: “Georgia Investment Opportunities”
- Mikheil Khidureli, CEO, Enterprise Georgia
15:25 – 16:00
Private Sector Insights: Tourism as a Driver of Global Peace
As international travel continues to grow, the private sector's role in promoting peaceful interactions, sustainable development, and economic stability becomes increasingly significant. This dialogue aims to explore the private sector's potential and responsibility and to leverage its strengths and capabilities to promote peace and stability through tourism.
Moderator: Natalia Bayona, Executive Director, UN Tourism
Speakers:
- Jerry Inzerillo, Group Chief Executive Officer, Diriyah Company, Saudi Arabia
- Mohamed Ali Janah, Group Chairman, Hotels & Resorts Investment Maldives (HARIM)
- Virginia Messina, Senior Vice President, World Travel & Tourism Council (WTTC)
16:00– 16:15
Inspirational speech: Decoding the Future of Tourism Resilience
- Edmund Bartlett, Minister of Tourism, Ministry of Tourism, Jamaica
16:15 – 16:45
Harnessing innovation, cultivating talent for peace
In today's interconnected world, the potential of tourism to contribute to global peace is immense. However, realizing this potential requires more than traditional approaches; it necessitates innovation, talent, and entrepreneurial spirit. Entrepreneurship in tourism is a key driver of innovation and economic development. By encouraging entrepreneurial ventures, particularly in emerging destinations and post-conflict areas, we can stimulate local economies and create opportunities for communities to thrive.
Moderator: Antonio Lopez de Avila, Director, Innovation, Education, and Investments, UN Tourism
Speakers:
- Ann Kalembe, Women in Hospitality, Uganda
- Ana Sofia Godoy Alonso, CEO, Étnica, Guatemala
- Li Yang, General Manager of International Affairs, Alibaba Group
16:45 – 17:15
Tourism for Peace Education Dialogue
Moderator: Cordula Wohlmuther, Regional Director, a.i. for Europe, UN Tourism
Speakers:
- Carolina Herrera, Peace Educator, Colombia
- André Mack, Managing Director a.i., EHL Hospitality Business School, Switzerland
17:15 – 17:30
World Tourism Day 2025 Handover Malaysia
- Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia
17:30
Closing Remarks
20:00
Gala dinner hosted by the Prime Minister of Georgia (by invitation only)
12:30 - 18:00
Technical Visit and Social programme (Venue: Chateau Mukhrani)
António Guterres, United Nations Secretary-General
Message For World Tourism Day: "Tourism and Peace"
Tourism brings people together.
On this World Tourism Day, we reflect on the profound connection between tourism and peace.
Sustainable tourism can transform communities – creating jobs, fostering inclusion and strengthening local economies.
By valuing and preserving cultural and natural heritage, it can help reduce tensions and nurture peaceful coexistence.
Tourism can also promote economic interdependence between neighbours, encouraging cooperation and peaceful development.
Read moreAt the same time, tourism broadens horizons. Every traveller can be an ambassador, engaging respectfully with local populations, recognizing our diversity and shared humanity, and the values that unite us all.
As we celebrate tourism, let us travel responsibly, build bridges, and promote mutual respect among cultures and nations.
Together, we can harness the power of tourism to advance peace and prosperity for all.
World Committee on Tourism Ethics Statement on World Tourism Day 2024
The World Committee on Tourism Ethics (WCTE), an impartial body reporting directly to the World Tourism Organization (UN Tourism) General Assembly, met under interim chair and with a new composition.
Host Country - Georgia
Celebrate this World Tourism Day #WTD24
World Tourism Day Celebrations around the World
Women in Tech Startup Competition Middle East 2nd Edition 2024
Her Vision, Our Future
Finalists:
- ZeNN | Muscat (Oman)
- StayK | Dubai (AE)
- Olive Gaea | Dubai (AE)
- DOSY | Alexandria (Egypt)
- BuzzAR ( registered in KSA) | Riyadh (Saudi Arabia)
- Darent | Riyadh (Saudi Arabia)
Semi-Finalists:
Innovative entrepreneurship has disrupted the tourism sector, changing the ways people travel and experience destinations, and in doing so driving digitalization and sustainability. At the same time, tourism offers many opportunities for prospective entrepreneurs in tourism-adjacent sectors to grow their businesses and capitalize on the demand for goods and services from incoming tourists. The synergies between tourism entrepreneurship and innovation are well-founded and can be meaningfully strengthened. A key enabler in this regard is fostering environments for investors to empower entrepreneurs to push the sector forward.
Why women in tech?
57% of science technology engineering and math (STEM) graduates in the Middle East are women. 34% of the region’s tech-focused startups were founded by women. However, globally, women founders secured only 2.2% of global venture capital funding in 2019.
Countries across the Middle East, have integrated innovation and women empowerment within their long-term economic development plans. This is the case of Saudi Arabia’s Vision 2030, where increasing women's participation in the labor force is a strategic target. (Saudi female participation has already risen from 16% to 35.6% between 2016 and 2021). In the GCC region, a robust entrepreneurial culture has fuelled a surge in start-up businesses led by women, averaging at 40.9% of the total, according to World Economic Forum’s (WEF’s) 2022 Global Gender Gap report.
Women in Tech 2nd Edition Theme: Creating a Sustainable Tourism Sector
This year’s theme will be directly linked with the UN Tourism Investment Framework: Investing in People, Planet and Prosperity.
Presented during World Tourism Day 2023, it reflects a growing consensus among sector stakeholders about the need to diversify away from the traditional investment framework to a new one where people (education), planet (green transformation), and prosperity (innovation) are at the center to guarantee the development of a sustainable tourism sector.
This framework is at the same time anchored on the Sustainable Development Goals (SDGs), part of the Agenda 2030. As we have already passed the halfway point to 2030, every sector must increase efforts in the path towards sustainability. The tourism sector is not different – the tourism sector has to be at the forefront of this sustainable transformation due to its multiplier impact across all economic industries, and also by offering high-quality jobs, and supporting countries in bringing prosperity to rural areas and less favored communities.
Hence, the categories of the competition will be based on the mentioned key elements, which are economic, social, and environmental factors.
- Startups must be led, owned or managed by women in the Middle East, residing in any of the following countries: Saudi Arabia, United Arab Emirates, Egypt, Qatar, Oman, Bahrain, Kuwait, Jordan, Lebanon, Syria, Iraq, Libya and Yemen.
- Be an Idea Stage, Early Stage, or Series A startups with a minimum viable product or idea that is ready to be developed and funded.
- Have a full-time team, a tested pilot, and a business plan.
- Be scalable with potential for international growth.
The competition will be divided into 3 categories: Tech categories relevant to Sustainable Tourism and connected directly to our UN Tourism Investment Framework: Investing in People, Planet and Prosperity.
Category 1:
People & Skills | Investing in People
It is no secret that people lie at the heart of the tourism sector. Millions of people support the sector either through working in tourism-related industries or simply traveling. This category focuses on solutions that build human capital capacities in the tourism sector. Top solutions will facilitate the upskilling and training of the tourism workforce around the world by utilizing innovative and creative options that are inclusive, effective, and accessible.
This category calls for start-ups that use environmentally friendly and sustainable approaches in education tech, tourism & travel tech, social & messaging, wellness, health, with cross-cutting benefits with tourism.
Start-ups involved in the above areas are invited to participate in this competition under this thematic area.
Category 2:
Green Tourism & Travel Solutions | Investing in Planet
The tourism sector relies on travel and mobility, which can contribute to greenhouse gas emissions. The sector is also vulnerable to the impacts of climate change. This category will feature solutions that aim to address emissions from traveling and/or increase the resilience of the sector to the adverse effects of climate change. Top solutions will be tailored to local contexts, manage emissions, and offer new and innovative technological solutions that can address climate change and ensure the sustainable growth of the sector globally.
This category calls for start-ups that use environmentally friendly and sustainable approaches in green tech, green infrastructure, sustainable travel & logistics, urban development, rural development, with cross-cutting benefits with tourism.
Start-ups involved in the above areas are invited to participate in this competition under this thematic area.
Category 3:
Market Innovators | Investing in Prosperity
Digitalization is no longer a trend in the Middle East, it is here to stay for all sectors, including tourism. The region is moving towards implementing a smart destinations approach to tourism that leverages different emerging technologies.
This category calls for startups working in the areas of fintech, Artificial Intelligence (AI), Augmented Reality/Virtual Reality (AR/VR), cryptocurrency, Internet of Things (IoT), blockchain and web3 technology, digital twining and the metaverse.
Start-ups involved in the above areas are invited to participate in this competition under this thematic area.
- Pitch at the UN Tourism Tech Adventure in AlUla taking place in November (TBC)
- Mentorships by UN Tourism and top partners. (TBC)
- Invited to participants to any relevant new activities related to tourism, sustainability and business.
- Invited to participate in the annual Gala WITH Female Leaders to be held in Guggenheim Museum, Bilbao in 2025.
- Invitated to participate in online training events and networking meetings.
- Tailored support for the startup.
- Membership in the UN Tourism Innovation Network.
- Scholarship opportunities for the Tourism Online Academy.
- Media, PR and communications benefits.
- Opportunities to speak as panelists and keynote in our events.
Application Launch: May 8th 
Webinar for Participants: June 19Applications Close: August 31stSept 30 – Oct 2 : Semi-Final roundsFinals (Demo Day): Tourism Tech Adventure in Nov 2024Travel Partner
Partners
Ecosystem Collaborators
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UN Tourism News
To mark the start of the United Nations ‘Decade of Action’, UN Tourism News was launched to provide the latest updates of UN Tourism’s work and key insights from the world of tourism as the sector leads the way in achieving the Sustainable Development Goals.
UN Tourism News 86
UN Tourism News 86
Diversifying tourism across Asia and the Pacific, alongside promoting more and better education, will be key to building a more resilient and sustainable sector.
UN Tourism's Impact: Boosting Gastronomy Tourism, Sustainability, and Regional CooperationUN Tourism News 85
UN Tourism News 85
Tourism leaders from across the world have met again to shape the sector’s future, emphasizing the sector’s vital economic importance while also placing it firmly on the political agenda.
From Small Islands to Global Leaders, UN Tourism Shapes the Future of TravelUN Tourism News 84
UN Tourism News 84
International tourist arrivals reached 97% of pre-pandemic levels in the first quarter of 2024. According to UN Tourism, more than 285 million tourists travelled internationally in January-March, about 20% more than the first quarter of 2023, underscoring the sector’s near-complete recovery from the impacts of the pandemic.
Focus on Boosting Tourism Performance and Investment OpportunitiesUN Tourism News 83
UN Tourism News 83
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.
UN Tourism´s impact: Driving Investment & Empowering WomenUN Tourism News 82
UN Tourism News 82
The United Nations General Assembly has held a second thematic event focused on tourism and the sector’s critical role in critical role of tourism in advancing sustainable development and resilience
Sustainable Development of TourismUN Tourism News 81
UN Tourism News 81
Europe’s national tourism authorities have met to advance shared solutions to the biggest challenges facing tourism as well as the opportunities offered by the sector’s post-pandemic return.
Global Tourism Investments Trends and OpportunitiesUN Tourism News 80
UN Tourism News 80
Offering more diverse experiences and investing in talented people will play a key role in helping mountain areas grow tourism in a sustainable and responsible manner. The 12th World Congress on Snow, Mountain and Wellness Tourism identified key challenges, among them climate change and evolving consumer trends, while recognizing the role tourism can play in the protection of the fragile mountain ecosystem, the building of resilience for mountain communities, and the preservation of the local heritage.
Diversification, Innovation and SustainabilityUN Tourism News 79
UN Tourism News 79
A groundbreaking statistical framework, developed under the leadership of UN Tourism, has been adopted by all 193 UN member states.
The Statistical Framework for Measuring the Sustainability of Tourism (MST) thus becomes the internationally agreed reference framework for measuring the economic, social and environmental aspects of tourism.
UN Tourism News 78
UN Tourism News 78
With the latest UN Tourism data showing international arrivals returning to 88% 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.
Official Visits Spotlight Tourism for Culture and Prioritise InvestmentsUN Tourism News 77
UN Tourism News 77
The World Tourism Organization (UNWTO) enter a new era with a new name and brand: UN Tourism. With this new brand, the Organization reaffirms its status as the United Nations specialized agency for tourism and the global leader of tourism for development, driving social and economic change to ensure that "people and planet" are always center stage.
Bringing the world closer
UNWTO in 2023:
Advancing Priorities and Moving Closer to Members
With its priorities for tourism clearly defined and supported by its Member States, 2023 was a year of consolidation and growth for the World Tourism Organization (UNWTO). As the tourism sector continued to rebound from the pandemic at a remarkable rate, UNWTO set the direction of travel, advancing its Programme of Work and moving even closer to its Members on the ground.
Resilience and Reliability
The first UNWTO World Tourism Barometer of the new year forecasts a return to 80% to 95% of pre-pandemic levels in 2023. Attended by UNWTO’s leadership, the official opening of China’s tourism market in February was a key element to continue rebuilding global confidence in the sector.
Results at the end of 2023 proved the predictions to be right, emphasising both tourism’s resilience and the reliability of UNWTO data as the go-to source for tourism insights for Governments, businesses and the media.
Spotlight on Investments
With investments identified as a key priority for the sector, UNWTO started 2023 strong. A new cooperation agreement with the Development Bank of Latin America and the Caribbean (CAF) further promotes tourism investments in the Americas region. Investment Guidelines were released throughout the year, emphasising opportunities in specific destinations, with a focus on Africa and the Americas. This year also saw UNWTO join the World Investment for Development Alliance (WIDA) to boost effectiveness of investment in the sector and its work towards Agenda 2030.
After being there for the country's reopening, UNWTO returned to China in September for the 10th Global Tourism Economic Forum in Macau. The gathering served as a platform to advance UNWTO's work around investments, with the role of China as the world's biggest outbound market made clear. Then in the Saudi capital of Riyadh in September, UNWTO celebrated the biggest World Tourism Day so far, this time around 'Tourism and Green Investments' while also highlighting importance of devoting significant financial resources to education. Out of this day comes the "Tourism Opens Minds" initiative to promote new and diverse destinations, and the second World Tourism Day Report, this year on investments for people, planet and prosperity.
Education and Youth Empowerment
Throughout 2023, UNWTO showed its commitment to investing in people and supporting young talent. New Academies in Collaboration with UNWTO opened in the Kingdom of Saudi Arabia and Uzbekistan, with more to follow. Reflecting UNWTO's work to advance tourism education at every stage, the Education Toolkit to support the introduction of tourism as a high school subject was launched, the final of the Students' League was held, and the first BSc in Sustainable Tourism Management was announced with the Lucerne University of Applied Sciences in Switzerland.
Finally, returning to the World Travel Market in London, UNWTO makes education the theme of its annual Ministers' Summit at one of the world's leading tourism trade fairs, concluding a year-long focus on key priority.
Education and Youth Empowerment
This year has presented unprecedented challenges to the sector but has also promoted innovation. Entrepreneurs have provided ground-breaking ideas and solutions to reboot the sector, specially aimed at mitigating the impact of COVID-19. This year’s top winning and shortlisted Startups came from all regions of the world, especially Europe and the Americas. Among the participants, 27,8% were women-leading startups, and 41% of this year’s winners were female entrepreneurs.
Among the solutions presented, Artificial Intelligence (AI) and Cloud were the preferred technologies mainly for delivering solutions related to Online Travel Agencies and Hotels & Hospitality Management. Even with the challenges of 2020, our Startups managed to source 37.122.932 USD in funding this year alone and 74.890.240 USD since the creation of the Department- ‘Angel’ and Venture Capitalists’ were identified as the main investors. Further information will be released soon in the Travel Tech Startups Ecosystem and Investment Landscape Report.
At the end of our second year of operation, UNWTO has directly supported more than 1,000 entrepreneurs around the world with numerous projects set to scale up in 2021 and beyond. These projects have the potential to restart tourism and benefit communities as well as contribute to the SDGs. Our gratitude goes to all the governments and public entities, academia, corporations, investors, Startups & MSMEs and supporting business partners who made these results possible during this unprecedented year. The 2021 UNWTO Innovation Agenda shall be full of more Challenges and Competitions to keep on encouraging the adoption of disruptive technologies and so offer more seamless and sustainable tourism, enhance capacity building and the chance to build back better, as well as the opportunity for the Startups to connect, partner, and scale-up.
List of 2020 Challenges and Competitions
JANUARY
2nd UNWTO Global Gastronomy Tourism Startup Competition set out to identify challenges and projects, and catalyzing innovations that can transform the Gastronomy Tourism sector in the near future. Partners: Basque Culinary Center (BCC). Participants: Over 300 applications from 150 countries. Winners: FoodieOn (the Republic of Korea) and Jiranis Food (Kenya)
FEBRUARY
UNWTO Rural Tourism Competition (Spain) set out to promote solutions to rural Spain's challenges, strengthen the role of tourism in addressing local problems with an emphasis on greater employment and entrepreneurship opportunities based on sustainability. Partners: Google, Ministerio de Industria Energía y Turismo de España y FADEMUR. Participants: Over 136 applications from 18/19 Spain’s Autonomous Communities. Winners: My Street Book and Vanwoow (Spain)
APRIL
UNWTO Healing Solutions for Tourism Challenge A global call to reach the most disruptive startups, entrepreneurs and drive solutions to mitigate COVID-19’s impacts on tourism. Partners: WHO. Participants: Over 1,000 applications from 100 countries. Winners: HandInScan/ Chameleon (Canada/USA), OUTPOST Healthcare (Canada), SeeTrue AI (Israel), Checkpoint (Spain) MyStay (Czech Republic), WAAM MACHINES (Poland), iBonus Limited (Hong Kong), Beautiful Destinations, Inc. and Airside (USA)
#EUvsVirus Hackathon – UNWTO played a central role within the framework of the pan-European Hackathon led by the European Commission, the European Innovation Council and in close collaboration with the EU member states to connect civil society, innovators, partners and investors across Europe in order to develop innovative solutions for coronavirus-related challenges. UNWTO Independently organized, selected and coordinated a 100+ person team with 7,000 participants to lead and coordinate the Education Pilar of the hackathon. Overall, over 20,900 people from across the EU and beyond took part, with 2,150 solutions submitted, 279 of which were selected in the field of education.
MAY
Hospitality Challenge: Supporting the Hospitality Talents of Tomorrow set out to identify ideas and individuals capable of accelerating the recovery of the tourism sector in the wake of the COVID-19 pandemic. Partners: Sommet Education. Participants: over 1,000 applications from over 95 countries. The top 30 applicants will receive full-board scholarships to world class education programmes Winners: 15 made it to the final and 4 were picked as winners of the categories of Healing for People and Healing for Destinations. (See true(Israel, smart occupancy (Spain), MyStay (Czech Republic), WAAM (Poland)
Beyond Tourism Innovation Challenge set out to identify new digital skills for the recovery phase post-COVID, and environmental sustainability. Partners: Over 214 applications from 28 countries. Participants: Over 214 applications from 28 countries. Winners: Better Batteries (Barbados), Belizing Tourism Innovation Lab (Belize), INTO (Costa Rica), Green Fins Hub (Dominican Republic), Safe Lodges Equal Safe Guests (Guyana), Caribbean Tourism Career Accelerator (Haiti), Digital Transformation of Indigenous (Panama) and Nariva Swamp (Trinidad and Tobago)
JUNE
UNWTO Inspiration Africa Branding Challenge set out to identify a campaign that positions Africa as a destination in the minds of travellers supporting the efforts of individual countries and companies, making tourism a driver of development in the continent. Partners: CNN Participants: Over 150 applications from 48 countries. Winner: UBUNTU: Africa invites you to live-Atrevia (Spain)
Desafio Brasileiro de Inovação em Turismo set out to boost innovation in the Brazilian tourism sector, by improving the competitiveness of the sector throughout the country by digitally transforming public and private organizations. Partners: Ministério do Turismo Brasil and Wakalua. Participants: Over 700 applications participants. Winners: WorldPackers (Brazil)
JULY
UNWTO Sustainable Development Goals Global Startup Competition set out to support long-term recovery through the achievement of the SDGs. Partners: Google, Mastercard, Plug and Play, Amadeus, Telefónica and the InterAmerican Development Bank (IDB) Participants: Over 10.000 participants from 138 countries. The 60 finalists from 28 countries were already announced. Winners: Not yet announced
AUGUST
UNWTO Smart Solutions for Smart Destinations Challenge set out to identify innovative, intelligent solutions that maximize the visitor’s experience of stadiums or events. Partners: Athletic Club of Bilbao and Deputy for Economic Promotion, Regional Government of Bizkaia. Participants: Over 99 applications from 37 countries. Winners: NECSUM Trisom (Spain) and Orwell Virtual Reality (Italy)
NOVEMBER
2ND edition of the Travel Tech for Good Accelerator initiative. In its second edition, this accelerator sourced top social impact startups from East Africa offering coaching for entrepreneurs, during which local and international mentors help them innovate their business models, research potential investors and clients, and bring their business pitches to the next level. Partners: Tui Care Foundation and Enpact Selected participants: Tripxio (Uganda), SINA Village (Uganda), Mauritius Conscious (Mauritius), 54HOMES (Uganda)
Voices from 2020:
Green Projects Innovation Challenge
Transforming the Tourism Sector in Latin America and the Caribbean
Semi-Finalists:
- Biofábrica de Corais | Brasil
- Célula Nace I+D | Chile
- CO2e: Compensación de carbono innovadora | República Dominicana
- Green initiative | Brasil
- Matter of Trust | Chile
- Natoure | México
- Programa turístico "Vivencias mendocinas" | Argentina
- ReciclApp | Chile
- Tequina | Panamá
- Un coral más vivo | Colombia
Powered by:
UN Tourism and the Development Bank of Latin America and the Caribbean (CAF) join forces in a momentous initiative to enhance the transformative impact of tourism, with a central focus on Green Projects. Our objective is to revitalize the industry by promoting innovation with a significant impact on sustainable infrastructure, reducing emissions and waste, but also in the social sphere, promoting rural and community tourism and generating new tourist experiences, all catalyzed by green projects in the sector.
In a dynamic world tourism scenario, we face a world where travelers' expectations are rapidly evolving, tourism is calling for innovation to create tourist experiences that are not only memorable but also transform the way the world is explored. In this changing context, entrepreneurs and tourism companies must seek to exceed travelers' expectations by applying new ideas and technologies.
Revealing the Challenge:
The relevance of this Challenge is highlighted by recognizing tourism as an essential driving force in the global economy and, more specifically, in the UN Tourism Region of the Americas, including Latin America and the Caribbean. During the period from January to July 2023, arrivals to the Americas reached 87% of 2019 levels, evidencing the resilience of the region1. Additionally, it is worth noting that for Foreign Direct Investment (FDI) trends in the tourism sector in Latin America, according to the most recent report by UN Tourism in collaboration with fDi Intelligence of the Financial Times, between 2018 and 2022, 340 FDI projects in tourism were announced in the region, with a capital investment that amounts to USD 27.9 billion2 .
In this sense, innovation is relevant in the tourism sector to contribute to the transformation of the economy of rural communities and thus, in the same way, contribute to the reduction of emissions caused by the change in land use.
This Challenge seeks to support startups, enterprises, tourism companies, new entrepreneurs that promote through innovative projects, ensure the conservation and regeneration of the ecosystems and biodiversity of Latin America and the Caribbean to redefine how tourism can generate a positive impact, also having in mind that today tourists favor these offers when making their decisions about the destinations to visit.
The Challenge aims to strengthen the role of tourism in addressing local problems and to commit to greater ventures based on economic, social, and environmental sustainability.
Green Projects:
This challenge is focused on startups, new entrepreneurs, and tourism companies that lead green project initiatives. Innovative projects are expected to contribute to sustainability and regeneration in all its pillars.
Specific working areas:
- Innovation that generates environmentally responsible and low-carbon tourism: Innovative solutions that contribute to the significant reduction of environmental impact and reduction of greenhouse gas emissions through waste management, energy efficiency, renewable energy generation; and initiatives that promote the design and development of tourist infrastructure in a sustainable and environmentally friendly manner, through technology and innovation, among others.
- Innovation that generates tourism resilient to Climate Change: Projects that address social protection and the impact of climate change in the tourism sector, seeking equitable and resilient solutions.
- Innovation conservation of protected areas through tourism: Projects that in some way contribute to the conservation of National Natural Parks, Biosphere Reserves, World Geoparks, Ramsar Sites, and areas designated for the conservation of migratory species of wild animals.
- Innovation for the regeneration of ecosystems and their biodiversity in tourist destinations: Projects that in some way contribute to the restoration of ecosystems through the tourist experience.
January 24, 2024
Fitur 2024 until June 30, 2024
June 30, 2024
June 30 until July 30, 2024
September 26, 2024
Selected finalists will have the unique opportunity to present their revolutionary ideas at the UN Tourism and Tech Adventures (venue and date to be confirmed).
continuous
The objective of the contest is to especially attract the attention of startups, entrepreneurs, tourism agencies, and operators with a presence in Latin America and the Caribbean that are focused on social and environmental impact.
Entrepreneurs, startups, tourism companies, and organizations that meet the following requirements can apply:
- They have an innovative/disruptive nature and offer sustainable and value-added solutions for the tourism sector;
- Leveraging new technologies and innovative solutions, especially in the context of the blue and green economies;
- Have the ability to offer positive impact indicators in the context of the blue and green economies;
- Have potential for growth, scalability, and application in the region;
- Have a minimum viable product or project that is ready to be developed and funded;
- Have a structured business plan;
- Have a market study that justifies the business plan.
- Opportunity to present your solution at the UN Tourism Tech Adventures: Green Projects
- USD 10,000 investment offered by CAF for the winner
- Mentoring and support from UN Tourism and top-level partners
- Personalized support for the company
- Scholarship opportunities for the UN Tourism Online Academy
- Be a member of the UN Tourism Innovation Network through which they will have continuous support and opportunities to participate in UN Tourism projects and events
About Innovation at UN Tourism:
UN Tourism believes that innovation is the key to achieving the United Nations Sustainable Development Goals by 2030. To drive the digitalization of tourism, create an Innovation and Entrepreneurship Ecosystem that will maximize the potential of the sector in terms of economic growth, job creation, and sustainable development, and anticipate, address and overcome the new challenges and trends of the tourism sector, in 2018 UN Tourism developed a framework for Innovation, Education, Digital Transformation and Investments.
The IEI Department already launched 23 global, regional, and specific challenges, and 21 Tourism Tech Adventures (Innovation Forums) in 14 countries were held, with an additional 8 online editions. Total funding of 214 + USD million has been gathered for the UN Tourism Top Startups
Acerca de la CAF:
La CAF es el banco de desarrollo comprometido con mejorar la calidad de vida de todos los latinoamericanos y caribeños. Sus acciones promueven el desarrollo sostenible y la integración regional. Apuntan a convertirse en el Banco verde y azul, y el de la reactivación económica y social de la región.
Ofrecen asesoramiento y apoyo financiero a los sectores público y privado de sus países accionistas. Además, generan conocimiento para fortalecer las políticas públicas en América Latina y el Caribe y mejorar la calidad y el impacto de los proyectos que impulsan.
Related links:
Previous UN Tourism startup competitions
CAF
Terms & Conditions
Tourism Statistics Database
UN Tourism systematically collects tourism statistics from countries and territories around the world in an extensive database that provides the most comprehensive repository of statistical information available on the tourism sector. You can explore the data available through the UN Tourism database below:
145 Key Tourism Statistics
145 Key Tourism Statistics
Data on inbound, outbound and domestic tourism, international tourism flows, tourism industries, employment and other indicators.
145 Key Tourism StatisticsSDGs Indicators
SDGs Indicators
Data on the economic contribution of tourism and the implementation of relevant standards, such as the Tourism Satellite Account (TSA) and the System of Environmental-Economic Accounting (SEEA).
SDGs Indicators
This Is The Begining Of The Tourism Opens Minds Initiative
Where It Goes Depends On You
Keep me updated!
The Pledge
Tourism moves people, ideas, and economies. It brings us directly into other people’s lives. Tourism is fatal to preconceptions, As it has the power to bridge cultures
Because when we move, so do our minds.
And the more we move, the more our minds and hearts open.
So why then do we so often close ourselves off from the world?
And allow the fear of the unknown, the feeling of not being welcome,
the worry that the way is not yet paved,
make us visit the same places, meet the same people, and have the same stories and experiences.
At The World Tourism Organization we have a duty,
To foster people’s desire to discover the entire world,
making the unknown more inviting,
and enabling new connections between strangers,
to give back to tourism the power to build bridges.
That’s why, on this World Tourism Day, we launch the Open Minds Campaign.
Starting with a symbol.
A symbol embracing all places and people,
inspired by the colors of the flags of every country in the world.
Yet, a symbol is only as powerful as the actions behind it.
For this, we take a pledge.
A pledge to develop tourism in less visited regions, to open up new opportunities,
And to create moments to establish a dialogue between strangers.
To make travel a truly heart and mind-opening experience.
For all of us, everywhere.
GOVERNMENT PLEDGES
Pledge to work with the World Tourism Organization to make lesser-known destinations more welcoming and accessible.
INDUSTRY PLEDGES
Pledge to work with the World Tourism Organization to help cater to and foster an environment that compliments lesser-known destination trips.
CONSUMER PLEDGES
Pledge to be open-minded to new cultures and destinations while holding an open heart while travelling.
The Emblem: Ways To Show Your Commitment
We have crafted a comprehensive set of guidelines that serve as a powerful symbol of your brand's unwavering commitment to this noble cause. By adhering to these guidelines in all your communications, you demonstrate that you have taken the pledge and are actively working towards its realization.
