“Invest in tourism for peace”: UN Tourism Unites Ministers Around Shared Vision at ITB Berlin

• All Regions
• 5 Mar 2025

UN Tourism has returned to ITB Berlin 2025, placing the need for investments and the sector’s role as a vehicle of peace high on the agenda of the world’s biggest travel trade show.

As it celebrates its 50th year, the United Nations specialized agency is reaffirming its founding vision of tourism for peace and security whilst also looking ahead to a more resilient and inclusive sector underscored by investments and innovation. At Messe Berlin, a UN Tourism Affiliate Member, UN Tourism again served as the bridge between public and private leaders and for the first time hosted a high-level summit featuring Ministers of Tourism from 23 countries.

As we have in Berlin and in many other parts of the world, when people can travel freely and when everyone can benefit from tourism, they are more likely to back peaceful resolutions and work together

Officially opening ITB Berlin 2025, UN Tourism Secretary-General Zurab Pololikashvili said: “As we have in Berlin and in many other parts of the world, when people can travel freely and when everyone can benefit from tourism, they are more likely to back peaceful resolutions and work together. And peace and security allow us to achieve our vision for the future. Our focus on education, innovation, and investment is ensuring that tourism is not only a driver of economic growth but also a vehicle for empowerment and sustainability.”

Secretary-General Pololikashvili also congratulated His Excellency Edi Rama, Prime Minister of Albania, for overseeing his country’s remarkable growth as a destination. Albania, the host country of ITB Berlin 2025, was the top-performing country in Europe in 2024 in terms of increase in arrivals since before the start of the pandemic. It also hosted UN Tourism’s Regional Commission for Europe in 2024 and is a leading destination in tourism investments, as highlighted in the newly-updated UN Tourism Investment Guidelines for the country.

Landmark first Ministers Summit focuses on investment and peace

In Berlin, UN Tourism and ITB celebrated a landmark first with a High-Level Ministerial Discussion on “Enhancing Investment, Ensuring Peace: Harnessing Growth, Shaping the Future.” Joining Ministers of Tourism and high-level representatives of 23 countries were Julia Simpson President and CEO of the World Travel and Tourism Council (WTTC), from the UN Tourism’s global Affiliate Members Network, the International Air Transportation Association (IATA), and, the Istanbul Convention & Visitors Bureau.

The leaders focused on the vital need for peace and security to attract investments, on the importance of public-private partnerships, and on good governance to ensure that investments deliver benefits for the sector as well as for host communities, showcasing good practice from destinations worldwide.

During ITB Berlin, the UN Tourism leadership seized the chance to hold high-level meetings with several of its Member States. In Berlin, bilateral meetings were held with Ministers or other top representatives of Armenia, Cambodia Croatia, Indonesia, Poland, Montenegro and Venezuela.

Related links

• Download News Release on PDF
• High-Level Ministerial Discussion: Enhancing Investment, Ensuring Peace: Harnessing Growth, Shaping the Future
• Summit video

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Data, Sustainability and Collaboration the Focus as UN Tourism Returns to ITB Berlin

• All Regions
• 7 Mar 2024

UN Tourism returned to ITB Berlin, bringing its new name and look to the leading travel trade fair and uniting the sector around its focus on sustainability, investments and collaboration.

Secretary-General Zurab Pololikashvili joined the Governing Mayor of Berlin, Kai Wenger, and other public and private sector leaders in officially opening the 2024 event. He said: “Tourism’s return means so much to so many people. Tourism is a great uniting force. Together, we are growing new areas of our sector, to build greater resilience and spread the benefits of tourism even wider.” At the opening, the event’s host, Messe Berlin was recognized for its 40 years as a UN Tourism Affiliate Member and for its key role in advancing international meetings and events tourism and fostering partnerships in the German capital.

Together, we are growing new areas of our sector, to build greater resilience and spread the benefits of tourism even wider

Under its new look and name, UN Tourism once again made ITB Berlin a top platform for high-level collaboration and for advancing several of its key priorities for the sector:

Better data for deeper transformation

UN Tourism and the World Tourism Cities Federation (WCTF) launched a joint report highlighting the need to measure the social and environmental impacts of tourism in urban destinations in a more effective and harmonized way. The report stresses the importance of embracing big data and other forms of technology and looks ahead to the creation of a first global urban tourism database.

The launch of the publication comes in the same week that all 193 UN members adopted the Statistical Framework for Measuring the Sustainability of Tourism (MST).

Accelerating Climate Action

Continuing its leading role in the One Planet Tourism Network and the Glasgow Declaration, UN Tourism launched Policy Guidance to Support Climate Action by National Tourism Administrations (NTAs). The guide will assist NTAs everywhere to develop policies and create initiatives designed to accelerate the shift towards a low-carbon sector The guide, which also contains examples of best practice, was developed after consultations with Ministries of Tourism of Member States. The guidance is complemented by a Glasgow Declaration Engagement Pack, with practical recommendations on how to get started on climate action in tourism. Also at ITB Berlin, UN Tourism officials participated in a roundtable event on Reconciling Safety and Sustainability.

Additionally, bringing together its focus on rural development, gender equality and sustainability, UN Tourism also participated in a special side event, Sustainable Rural Tourism: A Foundation for Biodiversity Preservation and Gender Equality – Potentials and Interactions, providing insights and best practice recommendations.

Working closely with Member States

Within the framework of ITB 2024, UN Tourism Secretary-General Pololikashvili held a series of high-level bilateral meetings with Ministers of Tourism and other high-level representatives from Member States from across the world. The meetings served to advance plans for joint projects and for key upcoming UN tourism events.

Related links

• Download the News Release on PDF
• UN Adopts a New Global Standard to Measure the Sustainability of Tourism
• UN Tourism and WTCF Advance Data-Driven Approach to City Tourism
• Glasgow Declaration - Policy Guidance to Support Climate Action
• Policy Guidance to Support Climate Action by National Tourism Administrations

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UNWTO at ITB Berlin: Setting Priorities for Tourism

• All Regions
• 10 Mar 2023

UNWTO returned to ITB Berlin with a clear message: Tourism is back and committed to delivering positive change that goes beyond the sector itself.

Tourism returns – why ITB matters

ITB Berlin is the world's biggest tourism and travel trade fair. This week's event was the first in-person ITB for four years and comes as the sector's recovery is well underway. According to UNWTO, international tourism could reach 80 to 95% of pre-pandemic numbers by the end of the year, with 70 million international arrivals recorded in January alone (more than double the number of January 2022).

The return of ITB was heralded by UNWTO as proof of strong confidence in travel as "the ultimate barometer of trust". UNWTO Secretary-General Zurab Pololikashvili was invited to officially open the event, alongside Germany's Vice-Chancellor Robert Habeck, Georgian Prime Minister Irakli Garibashvili, Berlin Mayor Franziska Giffey, and public and private sector leaders.

Education and Investment: Key Priorities for Tourism

At the official ITB opening, UNWTO reinforced the importance of education, training and investments for tourism's ability to deliver on its potential.

In Berlin, UNWTO announced a new partnership that will see the Organization work with Saudi Arabia to promote education and professional development in tourism.

Alongside this, UNWTO also signed a new agreement with the Business School of Lucerne University of Applied Sciences and Arts to partner towards the creation of a new Bachelor of Science degree in International Sustainable Tourism.

The key message of investing in people was also stressed as UNWTO took part in a special Industry Roundtable. The event built on UNWTO's status as the bridge between the public and private sectors. Recognizing the vital need for more and better-targeted investments to put transformative plans into action, UNWTO also confirmed that World Tourism Day 2023 will be celebrated around the theme of "Tourism and Green Investments".

Accelerating tourism climate action

Against the backdrop of ITB Berlin, UNWTO released a new report highlighting the progress that global tourism has made in measuring greenhouse gas emissions. "Climate Action in the Tourism Sector" was developed by UNWTO with support from the German Government and in collaboration with UN Climate Change (UNFCCC). The recommendations will help ensure more reliable measurements of GHG emissions towards fulfilling the commitments of the Glasgow Declaration on Climate Action in Tourism.

Tourism for all

ITB 2023 coincided with International Women's Day. To mark the occasion, UNWTO was joined by UN Women to present a summary of the achievements of the "Centre Stage: Women's empowerment during the COVID-19 recovery" project. The initiative made clear the extent to which women working in tourism were particularly impacted by the pandemic. And while tourism remains a leading employer of women, UNWTO and UN Women jointly stress that the sector is still to deliver on its women's empowerment potential.

Finally, to further advance the diversification of the sector and the growth of areas that can deliver new benefits, a special UNWTO Roundtable Discussion on "Connecting Sports Tourism to Health" was held at ITB ahead of the 2nd World Sports Tourism Congress in Zadar, Croatia (26-27 April).

Related links

• Download the News Release in PDF
• World Tourism Day 2023
• UNWTO Regional Department for Europe
• 2nd World Sports Tourism Congress

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“Tourism Always Comes Back” – UNWTO Celebrates Official Opening of ITB Berlin

• All Regions
• 7 Mar 2023

Tourism is on track to achieve full recovery this year and ready to deliver on its potential as a pillar of peace and sustainability, UNWTO has told sector leaders at ITB in Berlin.

As the leading tourism trade fair celebrates its first in-person event since 2019, UNWTO data shows that more than twice as many people travelled internationally in January  as they did at the start of last year. According to UNWTO Secretary-General Zurab Pololikashvili, the message is clear: "Tourism always comes back", and the return of ITB, alongside the recent re-opening of China, is clear proof of renewed confidence in international travel.

Building a better tourism

Secretary-General Pololiksahvili was invited to be part of the official inauguration ceremony for ITB 2023, alongside Germany's Vice-Chancellor Robert Habeck, Georgian Prime Minister Irakli Garibashvili, Berlin Mayor Franziska Giffey, and public and private sector leaders. While welcoming the positive data, he also stressed that tourism has a "responsibility to grow back better. We must speed up and scale up to a more sustainable and resilient tourism."

Outlining UNWTO's priorities for the sector, Mr. Pololikashvili urged both governments and businesses to recognize the importance of education and training, as well as the crucial role of investment – the "missing ingredient" for turning plans for greater sustainability and resilience into reality. Investment will be the theme for World Tourism Day 2023, to be celebrated on 27 September.

UNWTO at ITB 2023

At ITB 2023, UNWTO will be part of a special Industry Roundtable, focusing on 'transitions in travel', while also sharing key knowledge and insights into tourism's climate action efforts, and expectations for tourist behaviour as the sector's recovery continues. UNWTO will also provide an update of its leading work in tourism for rural development, including through the Best Tourism Villages initiative.

Related link

• Download the News Release in PDF
• ITB 2023
• UNWTO Looks to “Re-Write Tourism History” at Official Re-Opening of China
• Tourism Set to Return to Pre-Pandemic Levels in Some Regions in 2023

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UNWTO Calls for a More Equal and Sustainable Future for Tourism at ITB Berlin Now

• Europe
• 12 Mar 2021

The World Tourism Organization (UNWTO) has returned to ITB Berlin to lead the conversation on the current challenges facing the sector, and the opportunities to be seized in the future.

As the United Nations specialized agency leads the restart of global tourism following the unprecedented crisis caused by the COVID-19 pandemic, three virtual events brought together voices from across the sector at the leading trade fair. Against a backdrop of ongoing uncertainty, UNWTO outlined a positive narrative for tourism, stressing its historic ability to lead from the front and adapt to new challenges.

Less Waste, More Opportunity

On the opening day of ITB Berlin Now, UNWTO ensured sustainability was high on the agenda, leading efforts to ensure the sector lives up to its responsibilities for planet as well as people. “Eliminate. Innovate. Circulate: Strategies from the Global Tourism Plastics Initiative”, hosted jointly by UNWTO, the United Nations Environment Programme (UNEP) and the Ellen MacArthur Foundation, featured key insights from both public and private sectors. The event showcased how addressing plastic waste and pollution within tourism can support the sustainable recovery of the sector in the aftermath of the pandemic, noting both the progress that has been made and the challenges still to face.

Alongside UNWTO’s commitment to greater sustainability, a commitment to gender equality is a key priority. On the second day of ITB Berlin, and against the backdrop of Women’s History Month, UNWTO hosted a special panel on “Gamechangers” and female entrepreneurs within tourism. The event featured presentations by the five female winners of the UNWTO SDGs Startup Competition, outlining how their enterprises can contribute to addressing key issues such as gender equality, poverty alleviation and providing decent work for all.  

Communications for Tourism’s Recovery

Also at ITB Berlin, UNWTO looked ahead to tourism’s restart, bringing together leading voices from across the media to explore the need for a new narrative to fit the rethink and restart of tourism with sustainability as the driving goal. The “Communications for Recovery” event featured expert participants from Google Arts & Culture, the BBC, Euronews and Voyages Afrique, alongside high-level private sector participants from Expedia and Stark Communications. The panel identified how the pandemic has changed the way the media present tourism and promote destinations, with members universally expressing their optimism in tourism not only returning to growth but also both tourists themselves as well as stakeholders across the sector taking a greater interest in the impact of tourism on communities and people and planet.

Alongside hosting events, UNWTO also contributed expert insights to a discussion on Tourism for Sustainable Development. The event was organized by the German Ministry for Economic Cooperation and Development (BMZ) and the German Corporation for International Development (GIZ).

Related Links

• Download in PDF
• “Eliminate. Innovate. Circulate: Strategies from the Global Tourism Plastics Initiative”
• UNWTO Changemakers: Female Entrepreneurs Driving the SDGs
• UNWTO: Communications for Recovery

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