Official Visits Spotlight Tourism for Culture and Prioritise Investments
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.
The second edition of the UN Tourism Tech Adventures, along with Infecar is focused on Tourism Technologies and Solutions for Hotels and New Business Models
In a testament to its strategic vision and robust sector growth, the Kingdom of Saudi Arabia has welcomed over 100 million tourists, marking a significant milestone in its journey to become a global tourism powerhouse.
UN Tourism World Tourism Barometer
International tourism recovered 88% of pre-pandemic levels in 2023, supported by strong pent-up demand. Following a strong rebound in 2023, international tourism is expected to fully recover pre-pandemic levels in 2024
To mark International Women's Day 2024, UN tourism is hosting a series of webinars in different world regions on the official theme of 'Invest in women: Accelerate progress'. Women make up 54% of the tourism workforce but are concentrated in lower-skilled, lower-paid and often informal employment.
UNWTO Becomes "UN Tourism" to Mark A New Era for Global Sector
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.
According to the first UNWTO World Tourism Barometer of the year, international tourism ended 2023 at 88% of pre-pandemic levels, with an estimated 1.3 billion international arrivals.
Currently, the UN Tourism Best Tourism Villages Network brings together 186 members globally, comprising 129 recognized as Best Tourism Villages and 57 villages taking part in the Upgrade Programme.
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 Ecuador as the official partner country, FITUR International Tourism Trade Fair will serve once again as a platform for global tourism innovation and collaboration.
The 'TourismConnectsRural' platform will boost collaboration across the Best Tourism Villages by UN Tourism Network, connecting around 200 rural destinations in every global region.
UN Tourism World Tourism Barometer
International tourism recovered 88% of pre-pandemic levels in 2023, supported by strong pent-up demand. Following a strong rebound in 2023, international tourism is expected to fully recover pre-pandemic levels in 2024
During the meeting, the priorities of the sector for this year were also analyzed, identifying challenges shared by both entities, including, among others; innovation, education, as well as social and environmental sustainability.
Zurab Pololikashvili led a high-level delegation to the country to join the official inauguration of the Tehran International Tourism Exhibition and for a series of bilateral meetings to advance common goals around tourism resilience, diversity and rural development.
Ten startups from all over the planet are selected as finalists of the Hospitality UN Tourism Startup Competition for Tourism Technologies and Solutions in Hotels and New Business Models, a competition created by UN Tourism and Infecar.
UN Tourism and CAF, Banco para el Desarrollo en América latina have joined forces to develop the Challenge 'Reto de innovación en proyectos verdes' a call for entrepreneurs in America Latina and the Caribbean that are promoting rural and communitarian tourism
'Negotiations in Tourism' is the name of the course developed by CITY College university of York that is available on the Tourism Online Academy of UN Tourism.
UN Tourism office in Riyadh (Saudi Arabia) has hosted an encounter with Saudi Universities on the TedQual Certification for tourism courses in academic institutions and the TFDP. For professionals.
The investment guide "Tourism Doing Business, Investing in Ecuador" is the first result of the collaboration between UN Tourism and CAF and aims to present the conditions of the country to attract foreign direct investment (FDI) in the tourism sector
Within the framework of Fitur, UN Tourism signed an agreement with Honduras, Perú Brasil, Uruguay y Panamá to start working on tourism investments in the countries.
The Secretary-General of UN Tourism has concluded an official visit to the Islamic Republic of Iran.
Zurab Pololikashvili led a high-level delegation to the country to join the official inauguration of the Tehran International Tourism Exhibition and for a series of bilateral meetings to advance common goals around tourism resilience, diversity and rural development.
Secretary-General Pololikashvili joined Iran’s President, His Excellency Ebrahim Raisi, in opening the 17th edition of the Exhibition. At the leading event, UN Tourism reaffirmed its commitment to supporting Iran grow its tourism sector through promotion and investments, while also supporting the country in educating a new generation of tourism workers. Mr Pololikashvili also met with the Mayor of Tehran, Ali Reza Zakani, with bilateral talks focusing on working together to make the city a more attractive destination both for tourists and for investors.
The Secretary-General explored the Tehran International Tourism Exhibition alongside Iran’s Minister of Cultural Heritage, Tourism and Handicrafts, Ezzatollah Zarghami and Deputy Minister Dr. Ali Asghar Shalbafian. The UN Tourism leadership commended their hard work building the sector, with particular recognition of how tourism is celebrating Iran’s diverse ethnic groups and traditions while also providing a common vision for the future of the country. Representing UN Tourism’s growing Affiliate Members network, the CEO of Abbas Abad Cultural and Tourism Area, Seyed Hossein Hejazi, also met with Secretary-General Pololikashvili to make clear the role the private sector is playing in advancing shared goals.
In line with the Organization’s emphasis on rural development, Governor Malek Rahmati was presented with a plaque to commemorate Kandovan being included in the list of Best Tourism Villages by UN Tourism. The significant potential for growing tourism as a pillar of rural development, benefitting communities across Iran, was also noted, with UN Tourism ready to work with destinations to help them join the Best Tourism Villages network.
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.
The World Tourism Organization (UNWTO) enters a new era today 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.
To achieve this goal, UN Tourism engaged the services of Interbrand, the leading global branding agency. Interbrand successfully translated the Organization’s renewed vision for tourism into a new visual identity and brand narrative.
This involved renaming the Organization, transitioning from UNWTO to UN Tourism. At the same time, a new brand narrative was meticulously crafted, one that seamlessly aligns with UN Tourism’s central mission and priorities. This narrative pivots around three main messages: the UN as a global altruistic organization, the notion of connecting humans around the world, and the concept of proactivity and movement.
Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism
By moving away from acronyms, UN Tourism adopts a more approachable stance and capitalizes on its strengths: the "UN", signifying authority, and tourism, a simple and relatable concept for all. This change has been endorsed by the Organization's membership, highlighting its united support for the profound transformation and reinvention of UN Tourism in recent years, as it has become more agile, visible, and ever closer to its Member States, partners and the sector as a whole.
With 160 Member States and hundreds of private sector affiliates, UN Tourism has its headquarters in Madrid, Spain, and Regional Offices in Nara (Japan) covering Asia & Pacific, Riyadh (Saudi Arabia) for the Middle East, as well as forthcoming Regional Offices for the Americas (Rio de Janeiro, Brazil) and Africa (Morocco). Its priorities center on promoting tourism for sustainable development in line with the UN's 2030 Agenda for Sustainable Development and its 17 Global Goals. UN Tourism promotes quality education, supports decent jobs in the sector, identifies talent and drives innovation and accelerates tourism climate action and sustainability with:
Member States - both as recipients of its services, assistance and as active stakeholders in the Organization's Programme of Work.
Individuals - specifically travelers and local communities whose lives flourish through the empowerment of the economy through tourism.
Private, semi-private, and public organizations - all engaging with UN Tourism's work, including its data and insights, events and products.
Zurab Pololikashvili, Secretary-General of UN Tourism, said: “As society progresses, the tourism sector, much like many other sectors, needs to transform to serve as a catalyst for prosperity at a universal scale. Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism. The organization takes on the role of driving a sustainable force that is now central to many economies.”
Borja Borrero, Executive Director at Interbrand, said: “Transitioning from UNWTO to UN Tourism marks a significant new phase for the organization. The revised nomenclature offers several advantages, including simplicity, enhanced comprehension, improved legibility and memorability. It also serves to clarify the agency's sphere of influence within the global tourism industry. The new elements of the brand are the foundations of a distinct and proprietary image – one that is direct, relatable, and relevant for diverse audiences.”
The new brand expression is not only limited to words and messages but also expands into a reinvented visual discourse. UN Tourism has a new design language starting from its symbol. “Bringing the world closer” is the new tagline that inspires the concept of a Pangea shaping a human figure in action. This drastic evolution from the former globe symbols reflects the Organization’s emphasis on the dynamic nature of tourism and on putting people first.
Beyond the symbol, the rebrand also includes a revamp of the entire visual system, which is now based on a grid of geographical coordinates meant to help people navigate the brand’s touchpoints, both offline and online, such as events, website, reports, social media channels and campaigns. This system unlocks a rich universe of elements including imagery, fonts, colors, and pictograms all designed to personalize social media campaigns, events, posts, and videos.
The new brand will be gradually implemented across all UN Tourism touchpoints over the next few months, beginning with digital channels such as the website, social media accounts and newsletters, followed by physical spaces such as offices and events, and elements such as reports and stationary.
UN Tourism has opened applications for the 2024 edition of its “Best Tourism Villages” initiative.
Over the past three editions, UN Tourism – the new name of the World Tourism Organization (UNWTO) - received almost 600 applications from nearly 100 countries. Currently, the UN Tourism Best Tourism Villages Network brings together 186 members globally, comprising 129 recognized as Best Tourism Villages and 57 villages taking part in the Upgrade Programme. Together, they represent 55 countries across five world regions.
UN Tourism Secretary-General, Zurab Pololikashvili, says: “Best Tourism Villages by UN Tourism” recognizes those rural destinations where tourism is being effectively embraced as an opportunity or as a tool for sustainable growth or for preserving unique cultural and natural heritage. For the 2024 edition, we look forward to seeing more examples of tourism as a force for good.”
“Best Tourism Villages by UN Tourism” recognizes those rural destinations where tourism is being effectively embraced as an opportunity or as a tool for sustainable growth or for preserving unique cultural and natural heritage.
Applications welcome
UN Tourism Member States are invited to submit up to eight candidate villages through their National Tourism Administrations (NTAs). Applications are open until 24 April 2024, with the selected villages announced in the third quarter of the year.
An external independent Advisory Board, comprising experts in various fields, evaluates applications based on nine areas: 1. Cultural and Natural Resources; 2. Promotion and Conservation of Cultural Resources; 3. Economic Sustainability; 4. Social Sustainability; 5. Environmental Sustainability; 6. Tourism Development and Value Chain Integration; 7. Governance and Prioritization of Tourism; 8. Infrastructure and Connectivity, and 9. Health, Safety and Security.
Growing tourism for rural development
The “Best Tourism Villages by UN Tourism” initiative, introduced in 2021, seeks to transform tourism into a catalyst for rural prosperity and wellbeing. The initiative takes a dual-pronged approach: valuing and preserving rural villages, their landscapes, cultural diversity, and knowledge systems, and advancing innovative strategies aligned with the Sustainable Development Goals (SDGs).
The initiative comprises three integral components:
The “Best Tourism Villages by UN Tourism” initiative recognizes outstanding examples of rural tourism destinations with cultural and natural assets, that preserve and promote rural and community-based values, products and lifestyle and have a clear committed to innovation and sustainability. Selection is based on an evaluation of their resources and initiatives in nine areas covering the three pillars of sustainable development, i.e., economic, social and environmental.
The “Best Tourism Villages by UN Tourism “Upgrade Programme”” benefits applicants that do not fully meet the criteria to obtain recognition. These villages receive support from UN Tourism and partners to address the gaps identified in the evaluation process.
The “Best Tourism Villages by UN Tourism” Network provides a space for exchanging experiences and good practices and opportunities. It includes representatives of the Best Tourism Village as well as from the Upgrade Programme and benefits from the contributions of experts, public and private sector partners engaged in the promotion of tourism for rural development. Since its inception, the Best Tourism Villages Network has organized a series of training sessions and masterclasses, reaching hundreds of participants.
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.
Following a strong 2023, international tourism is well on track to return to pre-pandemic levels in 2024.
According to the first UNWTO World Tourism Barometer of the year, international tourism ended 2023 at 88% of pre-pandemic levels, with an estimated 1.3 billion international arrivals. The unleashing of remaining pent-up demand, increased air connectivity, and a stronger recovery of Asian markets and destinations, are expected to underpin a full recovery by the end of 2024.
Middle East, Europe and Africa performed strongest in 2023
The latest UNWTO World Tourism Barometer provides a comprehensive overview of the sector's performance in 2023, tracking recovery by global region, sub-region and destination. Key takeaways include:
The Middle East led recovery in relative terms as the only region to overcome pre-pandemic levels with arrivals 22% above 2019.
Europe, the world's most visited region, reached 94% of 2019 levels, supported by intra-regional demand and travel from the United States.
Africa recovered 96% of pre-pandemic visitors and Americas reached 90%.
Asia and the Pacific reached 65% of pre-pandemic levels following the reopening of several markets and destinations. However, performance is mixed, with South Asia already recovering 87% of 2019 levels and North-East Asia around 55%.
International Tourist Arrivals (% change over 2019)
Available data shows several destinations, including both large, established destinations as well as small and emerging ones, reporting double-digit growth in international arrivals in 2023 when compared to 2019. Four sub-regions exceeded their 2019 arrival levels: Southern Mediterranean Europe, Caribbean, Central America and North Africa.
UNWTO Secretary-General Zurab Pololikashvili says: "The latest UNWTO data underscores tourism's resilience and rapid recovery, with pre-pandemic numbers expected by the end of 2024. The rebound is already having a significant impact on economies, jobs, growth and opportunities for communities everywhere. These numbers also recall the critical task of progressing sustainability and inclusion in tourism development"
International tourism hit US$1.4 trillion in 2023
The latest UNWTO data also highlights the economic impact of recovery.
International tourism receipts reached USD 1.4 trillion in 2023 according to preliminary estimates, about 93% of the USD 1.5 trillion earned by destinations in 2019.
Total export revenues from tourism (including passenger transport) are estimated at USD 1.6 trillion in 2023, almost 95% of the USD 1.7 trillion recorded in 2019.
Preliminary estimates on the economic contribution of tourism, measured in tourism direct gross domestic product (TDGDP) point to USD 3.3 trillion in 2023, or 3% of global GDP. This indicates a recovery of pre-pandemic TDGDP driven by strong domestic and international tourism.
Several destinations reported strong growth in international tourism receipts during the first ten to twelve months of 2023, exceeding in some cases growth in arrivals. Strong demand for outbound travel was also reported by several large source markets this period, with many exceeding 2019 levels.
The sustained recovery is also reflected in the performance of industry indicators. According to the UNWTO Tourism Recovery Tracker, both international air capacity and passenger demand recovered about 90% of pre-pandemic levels through October 2023 (IATA). Global occupancy rates in accommodation establishments reached 65% in November, slightly above 62% in November 2022 (based on STR data).
Looking Ahead to 2024
International tourism is expected to fully recover pre-pandemic levels in 2024, with initial estimates pointing to 2% growth above 2019 levels. This central forecast by UNWTO remains subject to the pace of recovery in Asia and to the evolution of existing economic and geopolitical downside risks.
The positive outlook is reflected in the latest UNWTO Tourism Confidence Index survey, with 67% of tourism professionals indicating better or much better prospects for 2024 compared to 2023. Some 28% expect similar performance, while only 6% expect tourism performance in 2024 to be worse than last year. Key considerations include:
There is still significant room for recovery across Asia. The reopening of several source markets and destinations will boost recovery in the region and globally.
Chinese outbound and inbound tourism is expected to accelerate in 2024, due to visa facilitation and improved air capacity. China is applying visa-free travel for citizens of France, Germany, Italy, the Netherlands, Spain and Malaysia for a year to 30 November 2024.
Visa and travel facilitation measures will promote travel to and around the Middle East and Africa with the Gulf Cooperation Council (GCC) countries to implement a unified tourist visa, similar to the Schengen visa, and measures to facilitate intra-African travel in Kenya and Rwanda.
Europe is expected to drive results again in 2024. In March, Romania and Bulgaria will join the Schengen area of free movement, and Paris will host the Summer Olympics in July and August.
Strong travel from the United States, backed by a strong US dollar, will continue to benefit destinations in the Americas and beyond. As in 2023, robust source markets in Europe, the Americas and the Middle East, will continue to fuel tourism flows and spending around the world.
Economic and geopolitical headwinds continue to pose significant challenges to the sustained recovery of international tourism and confidence levels. Persisting inflation, high interest rates, volatile oil prices and disruptions to trade can continue to impact transport and accommodations costs in 2024.
Against this backdrop, tourists are expected to increasingly seek value for money and travel closer to home. Sustainable practices and adaptability will also play an increasing role in consumer choice.
Staff shortages remain a critical issue, as tourism businesses face a shortfall in labor to cope with high demand.
The evolution of the Hamas-Israel conflict may disrupt travel in the Middle East and impact traveler confidence. Uncertainty derived from the Russian aggression against Ukraine as well as other mounting geopolitical tensions, continue to weigh on confidence.
UNWTO has launched the world’s biggest digital hub for communities focused on rural tourism. The ‘TourismConnectsRural’ platform will boost collaboration across the Best Tourism Villages by UNWTO Network, connecting around 200 rural destinations in every global region.
Empowering Village Connections
TourismConnectsRural is designed to facilitate internal communication, allowing villages to exchange experiences and insights, and take part in masterclasses focused on growing tourism as a driver of rural development. Key features of the platform include:
Experience Exchange: Villages can share their unique experiences, insights, and best practices through the platform, or work together on specific topics creating a dynamic ecosystem of knowledge.
Masterclasses: A comprehensive bank of masterclasses will allow villages to enhance their skills and sustainable tourism practices.
Interactive Communication: The platform enables real-time interaction, allowing villagers to engage in meaningful conversations, ask questions, and collaborate effortlessly.
Event Hub: Villages can showcase their events and stay informed about special occasions, fostering a sense of community through the exchange of information.
Zorista Urosevic, Executive Director at UNWTO says: "UNWTO is empowering rural communities by providing a digital space where they can converse, collaborate, and collectively learn and contribute to the sustainable development of their regions. Communities in our Best Tourism Villages Network now have unprecedented access to a space where they can communicate, share, and learn from their counterparts globally."
UN Tourism Applauds Saudi Arabia's Historic Milestone of 100 Million Tourists 
To achieve this goal, UN Tourism engaged the services of Interbrand, the leading global branding agency. Interbrand successfully translated the Organization’s renewed vision for tourism into a new visual identity and brand narrative.
Member States - both as recipients of its services, assistance and as active stakeholders in the Organization's Programme of Work.
The new brand expression is not only limited to words and messages but also expands into a reinvented visual discourse. UN Tourism has a new design language starting from its symbol. “Bringing the world closer” is the new tagline that inspires the concept of a Pangea shaping a human figure in action. This drastic evolution from the former globe symbols reflects the Organization’s emphasis on the dynamic nature of tourism and on putting people first.
