UN Tourism Celebrates High-Level Support after Productive FITUR 2024

• All Regions
• 26 Jan 2024

UN Tourism has celebrated the first major tourism event of 2024, FITUR travel trade fair in Madrid, advancing its priorities for the sector for the year ahead.

Ahead of FITUR, UN Tourism – the new name for the World Tourism Organization (UNWTO) released its latest data. The first World Tourism Barometer of the year highlighted the sector's recovery, with international arrivals back to 88% of pre-pandemic levels at the end of 2023. With full recovery expected in 2024, UN Tourism again served as the bridge between public and private sector leaders to build a more resilient and sustainable future.

Welcoming Leaders to UN Tourism

With the new UN Tourism name and logo officially announced to Members on the eve of FITUR, the Organization then welcomed a series of high-level visitors to its Madrid headquarters. The visit of the President of the Republic of Ecuador, His Excellency Daniel Noboa Azín underscored his country's commitment to tourism as a source of growth and development, also reflected in Ecuador being the official partner country of FITUR 2024. Secretary-General Pololikashvili commended President Noboa and Ecuador's Minister of Tourism Niels Olsen Peet, for making clear the role tourism can play in bringing hope and promoting understanding even in challenging times. In recognition of his leading role, President Noboa Azín was presented with an honorary UN Tourism plaque.

Within the framework of FITUR Secretary-General Pololikashvili also held bilateral meetings with the Ministers of Tourism of Albania, Argentina, Colombia, Croatia, Cuba, Czechia, Dominican Republic, Gambia, Gabon, Haiti, Jamaica, Iran, Jordan, Palestine, Tanzania, Jordan, Serbia, Zambia and Zimbabwe.

Focus on tourism investments

UN Tourism has identified investment as a key priority for transforming the sector. Within the framework of FITUR, UN Tourism hosted "Invest in Zambia", bringing together public sector leaders from the country as well as from other African Member States, alongside high-level private sector representatives and investors.

Alongside this, UN Tourism further built on its partnership with the Investment Bank for Latin America (CAF). The two parties agreed to jointly publish "Tourism Doing Business" Investment Guidelines focused on Brazil, Honduras, Jamaica, Mexico and Peru, while also re-launching the revised guidelines for investing in tourism in Ecuador.

Building a more ethical and sustainable sector

UN Tourism gathered together a number of signatories of the Glasgow Declaration on Climate Action in Tourism. The side event reinforced the shared commitment to addressing climate challenges across the whole of the tourism sector, highlighting key challenges as well as opportunities to do better. Additionally, the International Network of Sustainable Tourism Observatories (INSTO) formally welcomed its newest members, Nuevo León (Mexico) and Petén (Guatemala). They bring the global network to 44 members.

Also growing in size and impact is the Global Code of Ethics for Tourism. UN Tourism welcomed three new private sector signatories, Piñero, Kuoni and Hotel Taimar to the Code, a comprehensive set of principles that helps to maximise the benefits and minimise the negative impacts that tourism development can have on the environment, cultural heritage and societies around the world.

Best Tourism Villages 2024 Launched

Continuing its work to grow tourism as a pillar of rural development, UN Tourism opened applications for the 2024 edition of its "Best Tourism Villages" initiative.

UN Tourism Member States are invited to submit up to eight candidate villages. Applications are open until 24 April 2024, with the selected villages announced in the third quarter of the year.

Related links

• Download News Release on PDF
• UN Tourism Opens Calls for Best Tourism Villages 2024
• UNWTO Becomes “UN Tourism” to Mark A New Era for Global Sector

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UNWTO at FITUR 2024: Investments, Sustainable Tourism and Collaboration

• All Regions
• 17 Jan 2024

With Ecuador as the official partner country, FITUR International Tourism Trade Fair (Madrid, 23-26 January) will serve once again as a platform for global tourism innovation and collaboration.

At the first major tourism event of 2024, UNWTO will emphasise fostering investment opportunities and strengthening international partnerships during the event.

Highlights include:

• Investment: UNWTO will host key investment forums, including an "Invest in Zambia" event, and, in collaboration with the Investment Bank for Latin America (CAF) officially launch its “Investment Guidelines for Ecuador”, shedding light on tourism investment prospects in these regions.
• Sustainable Development and Climate Action: A Meeting of the Committee on Tourism and Sustainability will address sustainability challenges in the global tourism sector. UNWTO will host a meeting of signatories of the Glasgow Declaration, highlighting the shared commitment to addressing climate challenges in the tourism sector.
• Coordination and Collaboration: UNWTO Secretary-General Zurab Pololikashvili will hold a number of bilateral meetings with Ministers of Tourism from all world regions to foster collaboration and strengthen partnerships to advance tourism for sustainable development.

UNWTO's yearly presence at FITUR underscores its commitment to driving positive change within the sector. The Organization remains dedicated to fostering sustainable practices, encouraging responsible investments, and facilitating global partnerships. UNWTO invites all stakeholders, industry professionals, and the public to join in the dialogue at FITUR 2024.

For more information visit FITUR 2024 programme.

Related links

• Download the News Release in PDF
• FITUR 2024
• Investments Strategy
• Glasgow Declaration

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UNWTO at FITUR 2023: Investing in a Diverse, Sustainable Future for Tourism

• All Regions
• 20 Jan 2023

At FITUR 2023, UNWTO served as the bridge between public and private leaders to advance plans to build a more diverse, resilient and sustainable tourism sector.

With the latest UNWTO data pointing to a return to pre-pandemic arrival levels in some world regions in 2023, Secretary-General Zurab Pololikashvili once again joined His Majesty King Felipe VI of Spain in opening the major travel trade fair. Reflecting the Organization's priorities, UNWTO placed tourism investments, rural development, diversification, sustainability and accessibility centre stage over the course of four days.

Investment and building trust

Against the backdrop of FITUR, UNWTO and the Development Bank of Latin America (CAF) strengthened their existing partnership to further advance UNWTO's work to attract and retain investment in tourism. The partnership will include the production of tourism investment guidelines, initially focused on Barbados, Ecuador, El Salvador, Panama and Uruguay. Both organizations will develop frameworks to attract, promote and retain foreign direct investment in sustainable tourism initiatives across the Americas.

UNWTO recognized the progress made in rethinking the role of tourism in the economies and societies of the region. The President of the Republic of Guatemala, Alejandro Giammattei, and the Executive President of Banco Popular of the Dominican Republic, Christopher Paniagua, were formally recognized by UNWTO for their commitment to mainstreaming tourism in economic policy and financing, respectively. At FITUR, President Giammattei also confirmed the adherence of Guatemala to the UNWTO International Code for the Protection of Tourists.

Widening the scope of tourism

As part of UNWTO's work to diversify the sector and enhance its status as a driver of rural development, the Spanish province of La Rioja was announced as the host of the 7th UNWTO Global Wine Tourism Conference later this year. Secretary-General Pololikashvili, the President of La Rioja, Concha Andreu, and Spain's Minister of Tourism Reyes Maroto, highlighted the importance of the growing wine tourism sector for protecting culture and supporting local jobs and businesses.

UNWTO also recognized the importance of shopping tourism, with particular reference to its close links to leisure and gastronomy. A Memorandum of Understanding, signed by UNWTO and WOW Concept, will see the two work together to promote responsible urban tourism through joint promotions and events as well as through shared efforts to monitor and share trends in tourism consumption. Further diversifying the sector's reach and impact, UNWTO also partnered with the Croatian National Tourist Board to announce the Second World Sports Tourism Congress. The agreement, signed  by Croatia’s Minister of Tourism and Sports Nikolina Brnjac, will see the event held in  the city of Zadar on 26 and 27 April.

Tourism for all

To rethink accessible travel, UNWTO, Fundación ONCE and the Spanish Association for Standardization (UNE) co-organized a Seminar on Tourism for All, gathering national tourism administrations, destinations, companies and professional industry associations, underscoring the role of accessibility for social inclusion and business opportunity. The partners presented tools aimed at implementing the international standard UNE-ISO 21902 on Accessible Tourism for All, including with a new guide to applying it in accommodation and hospitality businesses.

Sustainability: On land and in oceans

UNWTO continued to step up tourism's pace towards a more sustainable future. The Mexican State of Yucatán, home to some of the country's top tourism destinations, is the latest addition of the UNWTO International Network of Sustainable Tourism Observatories (INSTO). Already numbering more than 30 worldwide, INSTO monitors tourism's impact on local economies and habitats, allowing for smarter data-driven policymaking.

UNWTO concluded its week at FITUR by hosting a special meeting on Tourism for the Ocean and Climate Action at its Madrid headquarters. Counting on the participation of Member of the European Parliament Catherine Chabaut, as well as Ruben Eiras, Secretary General, Forum Oceano, Paul Holhtus, Founding President, World Ocean Council, and Josiane Sadaka, CEO of Blue Carbon LLC, the event saw UNWTO confirm its support for the BlueCOP28 and Dubai Blue Pact initiatives. For his work leading tourism towards greater sustainability, Frédéric Degret, the Founder and CEO at NOAH ReGen was named as the UNWTO Special Advisor for Oceans and Climate Emergency.

Strengthening relationships

FITUR 2023 provided the opportunity for UNWTO to strengthen relations with public and private sector leaders. UNWTO Secretary-General Zurab Pololikashvili held a series of bilateral meetings to keep servicing the Organization's Member States. The UNWTO leadership met with new Minister of Tourism of Jordan, Makram Mustafa Al-Qaisi, with the Minister of Tourism of Uruguay, Tabaré Viera; Deputy Minister of Tourism for Georgia, Nuno Fazenda, Minister of Tourism for Portugal, Mariam Kvrivishvili, Nuno Fazenda, Minister of Tourism for  Portugal, the Minister of Tourism of Nigeria, Lai Mohammed, the Governor of Puerto Rico Pedro Pierluisi as well as the Minister of Tourism of Puerto Rico Carlos Mercado, and also with Dario Item, Ambassador to Spain of UNWTO's newest Member State, Antigua and Barbuda.

In a working meeting with Mariana Oleskiv, Chairperson of the State Agency for Tourism of Ukraine, Secretary-General Pololikashvili reaffirmed UNWTO's firm support for Ukrainian's citizens and noted tourism's role for future recovery and as a pillar of peace. Meetings were also held with the Mayor of Madrid, José Luis Martínez-Almeida, Mayor of Skiathos Thodoris Tzoumas, the Israeli Ambassador to Spain, Rodica Radian-Gordon.

Related Links

• Download the News Release in PDF
• UNWTO International Network of Sustainable Tourism Observatories (INSTO)
• UNWTO: Accessible Tourism
• UNWTO: Gastronomy and Wine Tourism

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