UN Tourism has returned to the FITUR international trade fair to advance the sector’s shift towards greater accessibility and growth propelled by investments and innovation.
On the eve of FITUR 2025, UN Tourism gathered high-level delegates to celebrate its 50th anniversary, reaffirming its long-standing commitment to making the sector a pillar of peace and understanding. Looking to the next 50 years, UN Tourism once again used the platform of the leading tourism trade fair to advance priorities for the present and the future, with a focus on supporting new ideas and technologies and boosting investments into the sector.
Together, we have helped shape global tourism, building bridges between the public and private sectors, promoting dialogue and cooperation and advancing shared priorities around innovation, sustainability and resilience
UN Tourism Secretary-General Zurab Pololikashvili said: “As UN Tourism celebrates 50 years, FITUR meets for the 45th time. Together, we have helped shape global tourism, building bridges between the public and private sectors, promoting dialogue and cooperation and advancing shared priorities around innovation, sustainability and resilience.”
Within the framework of FITUR 2025, the UN Tourism leadership held a series of high-level meetings with delegates, including Ministers of Tourism, business leaders and representatives of its Member States.
In Madrid, UN Tourism welcomed key stakeholders for a special Investment Breakfast, hosted in partnership with the Development Bank of Latin America and the Caribbean (CAF). The event brought together experts to focus on the key opportunities and challenges for growing investments into the sector across the region.
On this occasion, UN Tourism presented the latest additions to its growing portfolio of “Tourism Doing Business” Investment Guidelines. The two new publications focus on the investment landscape of Panama and also Brazil, partner country of FITUR 2025.
Further advancing its commitment to making tourism and its benefits available to all, UN Tourism and AccessibleEU hosted a special side event at FITUR (23 January).
Organized in collaboration with the ONCE Foundation, the European Network for Accessible Tourism and ILUNION Acesibilidad, the event “Accessible Tourism: Harnessing the Benefits of Inclusive Destinations for Companies and People” celebrated the progress made in this field, making clear the advantages to destinations of being more inclusive. The event also assessed the challenges standing in the way of opening up destinations to visitors of all abilities, with a particular emphasis on infrastructure and the use of innovation to boost accessibility.
UN Tourism welcomed its growing network of Affiliate Members to FITUR 2025, further strengthening ties right across the diverse sector. A special “Affiliate Members Corner” was held, focusing on “Targeting Traveler Segments”. The event assessed key growth areas and other areas of potential for destinations looking to diversify their tourism offerings.
At FITUR, UN Tourism signed new Memorandums of Understanding with Affiliate Member CIFFT (Audiovisual Tourism Advertising), designed to advance creativity.
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.
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.
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.
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.
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.
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:
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.
