UNWTO appoints Chef Fatmata Binta and Chefs Martín Berasategi and Pedro Subijana as UNWTO Sustainable Tourism Ambassadors

• All Regions
• 5 Oct 2023

The World Tourism Organization (UNWTO) has appointed Chef Fatmata Binta and world-renowned Basque Chefs Martín Berasategi and Pedro Subijana as Ambassadors for Sustainable Tourism, in the framework of the 8th UNWTO World Forum on Gastronomy Tourism co-organized with Basque Culinary Center (BCC). The UNWTO thus recognises their work in gastronomy, the enhancement of local produce and community development.

With this nomination, the UNWTO underlines the importance of sustainable food systems, cultural preservation and capacity building as examples of the joint transformative potential of gastronomy and tourism for the development and prosperity of communities around the world.

It is a privilege to have world-renowned chefs join us today in our mission to advance the role of gastronomy and tourism for our planet and people, strengthening communities, fostering sustainable food systems and changing lives

UNWTO Secretary-General Zurab Pololikashvili highlighted the combined potential of gastronomy and tourism: "It is a privilege to have world-renowned chefs join us today in our mission to advance the role of gastronomy and tourism for our planet and people, strengthening communities, fostering sustainable food systems and changing lives."

Chef Fatmata Binta

Originally from Freetown, Sierra Leone, her extensive travels and collaborations with internationally renowned chefs have led her to promote responsible and sustainable consumption, especially in Africa, in collaboration with the Food and

Agriculture Organization of the United Nations (FAO). Her exceptional dedication has earned her international recognition, including the prestigious Basque Culinary World Prize (2022) and the Best Chef Rising Star Award (2021). She founded the Fulani Kitchen Foundation in 2020, which aims to empower women in rural Ghana through food security.

Chef Martín Berasategi

The chef from Gipuzkoa with the most Michelin Stars in Spain - 12 between seven of his restaurants - began his culinary career at the age of 15. He achieved worldwide recognition for a family business and continues to be an exponent of the best Basque gastronomy around the world, while maintaining his commitment to healthy cuisine.

Chef Pedro Subijana

Considered a visionary in the sector, author of several books and with a cooking programme for Basque television, he is co-founder of the New Basque Cuisine movement. Since 1975 he has headed the Akelarre restaurant, which has held three Michelin stars since 2007.
In addition, chefs Subijana and Berasategi are trustees of Basque Culinary Center, underlining their commitment to culinary excellence and education.
The three new UNWTO Sustainable Tourism Ambassadors join other prominent figures, who in addition to gastronomy, represent culture, sport, the arts and philanthropy.

8th UNWTO World Forum on Gastronomy Tourism

The 8th UNWTO World Forum on Gastronomy Tourism, to be held in Donostia-San Sebastian between 5 - 7 October 2023, will focus on how tourism canfoster rural development, generate economic resilience and preserve cultural heritage, and on the connections between product, gastronomy and tourism.

This year's Forum is organised by the World Tourism Organization (UNWTO) and Basque Culinary Center (BCC), with the support of the Basque Government, the Provincial Council of Guipuzkoa, the City Council of Donostia – San Sebastian and the Ministry of Industry, Trade and Tourism of Spain.

Related links:

• Download the News Release on PDF
• 8th UNWTO World Forum on Gastronomy Tourism
• Gastronomy and Wine Tourism

Winston Duke Appointed as United Nations Ambassador for Responsible Tourism

• All Regions
• 4 Oct 2023

The World Tourism Organization (UNWTO) has announced the appointment of acclaimed actor Winston Duke as its newest Ambassador for Responsible Tourism. Recognized for his exceptional talent and commitment to global philanthropic efforts, Duke will advocate for sustainable tourism practices and raise awareness about the transformative power of travel, in support of UNWTO’s latest campaign, "Tourism Open Minds."

Duke, renowned for his captivating performances in critically acclaimed films such as "Black Panther," "Us," and "Nine Days," has consistently demonstrated his dedication to social causes, making him an ideal choice for this prestigious role. As UNWTO Ambassador for Responsible Tourism, Duke will actively support UNWTO's mission to promote responsible and sustainable tourism practices. He will work closely with the Organization to advocate for the importance of tourism in fostering economic growth, preserving cultural heritage, and protecting the environment.

Winston Duke is a master storyteller and capable of showcasing the power of tourism to open minds and transform lives, and as a humanitarian, he lives tourism’s values of empathy, delivering opportunity for all and going the extra mile for the common good

The "Tourism Open Minds" campaign, launched by UNWTO on the occasion of World Tourism Day on 27 September, aims to promote inclusive and sustainable tourism by fostering dialogue, understanding, and respect among travelers and local communities. It encourages travelers to embrace diverse cultures, traditions, and perspectives, while also highlighting the positive impact of tourism on local economies and the environment.

Expressing his enthusiasm for the new role, Winston Duke stated, "I am deeply honored to join the United Nations World Tourism Organization as an Ambassador. To journey, to travel is the act of confronting the truth...in that truth, we see that we are so much more alike than we are different, and without knowing it, we build bridges.  If travel is a bridge, then tourism is the engineer. Tourism is the globe's lifeblood of our global economy. It is the most human sector of our economies. With it, we can engineer mutual respect amongst nations as it is a reminder that, though we are individual spaces, what we have in common are a bounty of beautiful people and experiences."

UNWTO Secretary-General, Zurab Pololikashvili, welcomed the appointment, saying: “UNWTO is honored to welcome Winston Duke as our Ambassador for Responsible Tourism. As an actor, he is a master storyteller and capable of showcasing the power of tourism to open minds and transform lives, and as a humanitarian, he lives tourism’s values of empathy, delivering opportunity for all and going the extra mile for the common good. UNWTO looks forward to an exciting and fruitful relationship with Duke.”

Winston Duke will actively participate in various initiatives, campaigns, and events organized by the UNWTO across the world to promote responsible tourism practices and advocate for the sector's recovery. His influential voice and global reach will undoubtedly contribute to raising awareness and inspiring positive change within the tourism industry.

About Winston Duke

Winston Duke rose to global stardom in Marvel’s critically acclaimed BLACK PANTHER franchise, the third highest-grossing film ever in the United States. Duke played the fan-favorite character M’Baku. He reprised his role in BLACK PANTHER: WAKANDA FOREVER in which he was named the King of Wakanda.

His other prominent film credits include Peter Berg’s Netflix crime drama SPENCER CONFIDENTIAL, Jordan Peele’s, US, and Sony Picture Classics’ NINE DAYS. Duke not only played the lead role, but also served as an Executive Producer.  Duke’s upcoming projects include Universal Pictures THE FALL GUY, in which he costars with Ryan Gosling and Emily Blunt.

Duke was awarded with the Advanced Imaging Society's Social Justice Lumiere Award for his work as the star and executive producer of “The Messy Truth VR Experience,” a virtual reality (VR) short doc which provides viewers with a look at the timely themes of race, mercy, and redemption through someone else’s eyes.

While onscreen, Duke is known as one of Hollywood’s most prominent rising film stars, offscreen he is equally known as a prolific champion of social justice. Duke has been appointed as the global ambassador for Partners in Health, a nonprofit global health and social justice organization dedicated to bringing the benefits of modern medical science to impoverished communities around the world. He is an advocate for the HeForShe movement which aims to promote gender equality and has joined the American Diabetes Association® to spark a national dialogue about diabetes - a disease that impacts nearly half of the U.S. adult population.

A native of Trinidad and Tobago, Duke received his Bachelor of Arts in Theatre at the University at Buffalo and Master of Fine Arts at Yale School of Drama.

Releted links:

• Download the News Release on PDF
• Tourism Opens Minds

“Tourism Opens Minds” Initiative Launched in Riyadh to Transform Travel Habits

• All Regions
• 28 Sep 2023

UNWTO has launched a new global initiative designed to unite and encourage nations, tourism sector leaders and consumers to be more open-minded when choosing a travel destination.

Announced during the World Tourism Day celebrations in Riyadh, "Tourism Opens Minds" will showcase the powerful role that tourism plays in bridging cultures and promoting a more interconnected and harmonious world. To mark the launch, delegates gathered in Riyadh were presented with a special Pledge calling on them to actively work to promote new and under-appreciated destinations.

Tourism Recovering – But Old Patterns Remain

The 'Tourism Opens Minds' initiative extends a compelling invitation for travelers to broaden their horizons and explore the uncharted corners of our world

World Tourism Day 2023 was held as new data from UNWTO underscored the sector's recovery from the impacts of the pandemic. At the same time, however, research suggests that only a minority of tourists intend to seek out new or different destinations as they start travelling again.

• According the UNWTO World Tourism Barometer, global tourism is on track to recover  80% and 95% international arrival numbers by the end of 2023.
• Notably, however, a recent YouGov survey found that 66% of tourists believe that travelling to a place that provides familiarity is important. Just under half of respondents feel uncomfortable travelling to places they know little about.
• This is despite the fact that, of those that do travel to new destinations, 83% agree that they come back with a changed or broadened perspective.

The data shows the need for initiatives such as 'Tourism Open Minds' to encourage consumers to diversify their travel habits, with UNWTO uniting the global sector behind this aim. The initiative also aims at allowing government officials, sector leaders and consumers help to mitigate the impacts of over-tourism, foster mutual understanding, conserve the environment and ensure equitable growth of the sector.

"A Unifying Force" For Good

UNWTO Secretary-General Zurab Pololikashvili says: "To ensure true global prosperity, we must work together to ensure that every country can harness the potential of a thriving tourism industry. The sector serves as a unifying force, fostering cultural understanding, strengthening bonds between societies, and championing environmental preservation.

"The 'Tourism Opens Minds' initiative extends a compelling invitation for travelers to broaden their horizons and explore the uncharted corners of our world. By doing so, it not only reveals the beauty of diverse destinations but also nurtures an appreciation for the cultures and people who call these places home."

His Excellency Ahmed Al-Khateeb, Minister of Tourism of Saudi Arabia, said: "Since embarking on our tourism journey, Saudi Arabia has been committed to enhancing the sector and generating an impact extends beyond borders. Our contributions including pivotal partnerships such as the establishment of the UNWTO Middle East office in Riyadh, the creation of the Riyadh School for Travel and Hospitality and hosting record-breaking editions of the WTTC Global Forum and UNWTO World Tourism Day, underscore the immense potential of the sector when people from across the globe are united and connected.

"The UNWTO 'Tourism Opens Minds' Initiative is another important milestone for the tourism sector, and its launch at World Tourism Day in Riyadh is a continuation of our many previous commitments to the global tourism sector."

Related Links

• Download the News Release on PDF
• Tourism Opens Minds

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World Tourism Day 2023: Recognizing the Power of Green Investments

• All Regions
• 27 Sep 2023

On World Tourism Day 2023, leaders from every global region have united around a shared determination to invest in the sector's growth and transformation. Held around the theme of "Tourism and Green Investments," the celebrations of the Global Day of Observation have been the biggest and most impactful on record.

Riyadh Welcomes the World

Hosted by the Kingdom of Saudi Arabia, the official celebrations in Riyadh brought together more than 50 Ministers of Tourism alongside hundreds of high-level delegates from both the public and private sectors. They were joined by UNWTO's Member States and other tourism stakeholders around the world celebrating in their own countries. Welcoming them all, UNWTO Secretary-General Zurab Pololikashvili and Minister of Tourism for Saudi Arabia Ahmed Al Khateeb, emphasized the need for the whole of the sector to step up investments that deliver for People, Planet and for Prosperity.

Tourism must lead the way in accelerating our shift to greater resilience and sustainability. For this, we need more investment, as well as the right kind of investment

Opening the celebrations, His Excellency Minister Ahmed Al Khateeb reaffirmed the Kingdom's commitment to tourism development and strong support of UNWTO's mission. He said: "It is a privilege and honour to host World Tourism Day in Riyadh. Let's celebrate our achievements in coming back strongly from the pandemic. But let's also travel with confidence into the future. A future where large countries and smaller countries can work together to achieve amazing things. And let's all move in harmony towards a new horizon for global tourism."

UNWTO Secretary-General Pololikashvili said: "Tourism must lead the way in accelerating our shift to greater resilience and sustainability. For this, we need more investment, as well as the right kind of investment. That is the central message of this year's World Tourism Day, a message that is being amplified from the official hosts of the celebrations, the Kingdom of Saudi Arabia, and echoed around the world by our Members everywhere."

Tourism Investments in the Spotlight

Exploring the meaning behind Tourism and Green Investments, the official World Tourism Day celebrations featured a series of expert panels, each focusing one key priority for the sector right now. These included: Investing in people, through education and jobs; Investing in destinations, including new destinations and products to reduce overcrowding and diversify benefits; investing in innovation and entrepreneurship, and Investing in green transformation.

The expert-led discussions, which featured contributions from Ministers of Tourism as well as from business and finance leaders, were complemented by strong actions as UNWTO announced several key initiatives:

• UNWTO Secretary-General Pololikashvili and Saudi Minister of Tourism Al Khateeb jointly announced plans for a new Riyadh School for Tourism and Hospitality. The School will offer eight levels of educational programmes, ranging from certificates through to courses at the Bachelors and Master's degree level, with a clear focus on bridging the current skills gaps in tourism.
• UNWTO announced the winners of its inaugural Women in Tech Start-Up Competition. The winning women-led enterprises were selected for the relevance of their work to tourism for development and for their potential to scale up. All of them will benefit from support and mentorship from UNWTO's innovation network.

Related links:

• Download the News Release on PDF
• World Tourism Day 2023

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World Tourism Day: Sector Pledges to Promote Investment, Education and New Destinations

• All Regions
• 28 Sep 2023

The legacy of the World Tourism Day 2023 celebrations will live on in the shape of greater investments in the sector's sustainability and a shared commitment to spread the benefits the sector delivers even more widely.

Hosted in Riyadh, Saudi Arabia, the official celebrations welcomed more than 50 Ministers of Tourism alongside hundreds of high-level delegates from the public and private sectors. The day featured expert-led panels focused on key topics around this year's theme of Tourism and Green Investments, with plans backed up with concrete actions as UNWTO announced several important new initiatives.

This year has been the biggest World Tourism Day ever, and we want to make sure it leaves the biggest impact too

UNWTO Secretary-General Zurab Pololikashvili said: "This year has been the biggest World Tourism Day ever, and we want to make sure it leaves the biggest impact too. From Riyadh, we have joined our global sector around a pledge to promote new destinations, to diversify the economic and social benefits of tourism, and have announced a new school that will transform tourism education in the Middle East."

Tourism Pledges to Open Minds

In Riyadh, Secretary-General Pololikashvili introduced "Tourism Opens Minds", a landmark initiative designed to showcase the powerful role that tourism plays in bridging cultures and fostering peace and understanding. With UNWTO's latest data indicating the sector is well on track to recover as much as 95% of pre-pandemic arrivals numbers by the end of 2023, Tourism Opens Minds is designed to ensure that this strong recovery is joined by a greater emphasis on tourists exploring less-visited destinations. The focus will be on:

• Making lesser-known destinations more accessible to all tourists and ensuring all visitors receive a warm welcome by host communities
• Promoting lesser-known destinations and actively working to make tourists visit them
• Working with governments and the private sector to encourage tourists themselves to be more open-minded in their choice of travel destination

To mark the launch, UNWTO unveiled a new symbol for the initiative, made up of the colours of the various flags of the world, and shared a pledge for the sector to unite around. A special pledge, to be supported by Governments, private sector leaders and tourists themselves, was shared with select delegates, calling on them to commit to promoting new and diverse travel destinations.

Investing in Tourism Education

To ensure that the World Tourism Day 2023 celebrations leave a lasting impact in Riyadh and across the wider region, UNWTO Secretary-General Pololikashvili joined with Saudi Arabia's Minister of Tourism Ahmed Al-Khateeb to announce a joint project focused on creating new generations of skilled tourism workers:

• The Riyadh School of Tourism and Hospitality will be a collaborative effort between UNWTO, the Ministry of Tourism of Saudi Arabia and Qiddiya
• With 80% of all global tourism education programs currently focused on hotel operations, the Riyadh School will deliver learning for every part of the diverse sector.
• The School will offer eight different levels of educational programs including diplomas and certificates through to professional courses and courses at the Bachelors and Master's degree level.

Related Links

• Download the News Release on PDF
• Tourism Opens Minds

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World Tourism Day 2023 to Emphasize Investments for a Sustainable Future

• All Regions
• 25 Sep 2023

The stage is set for World Tourism Day 2023, with the global sector to come together around them theme of Tourism and Green Investments.

In what is set to be the biggest celebration to date, the official celebrations will be held of 27 September in Riyadh, Kingdom of Saudi Arabia. At UNWTO's Member States will mark the occasion in every region through a range of special events and programmes.

UNWTO Secretary-General Zurab Pololikashvili says: "Tourism has never been more important for our economies or for our societies. Its potential is enormous. And so on this World Tourism Day, we celebrate tourism's ability to drive growth while also highlighting the vital need for investments to ensure such growth is inclusive and sustainable."

Tourism has never been more important for our economies or for our societies

Tourism and Green Investments

On World Tourism Day 2023, UNWTO will place the emphasis on Tourism and Green Investments. The day will focus on the importance of:

• Investment for People (by investing in education and skills),
• For Planet (by investing in sustainable infrastructure and accelerating green transformation)
• For Prosperity (by investing in innovation, technology and entrepreneurship). 

In Riyadh, UNWTO will present its Global Tourism Investment Framework and hold a series of high-level panels focusing on the challenges and opportunities surrounding investment in tourism. The official World Tourism Day celebrations will also see the winners of the inaugural UNWTO Women in Tech Startup Competition for the Middle East announced.

From Riyadh to the World

World Tourism Day is set to be the biggest celebration so far. UNWTO will welcome representatives from more than 100 of its Member States, including more than 50 Ministers of Tourism. Joining them will be high-level representatives from tourism's private sector, both from the Middle East region and globally.

World Tourism Day

The first World Tourism Day was held in 1980. As the Global Day of Observance for tourism, it offers a chance to celebrate the sector's vital role in advancing peace and prosperity and UNWTO's global regions take turns in hosting the official celebrations, always around a timely and relevant theme.  

The date of 27 September marks the day the Statutes of the Organization that became UNWTO were signed.

Related links:

• Download the News Release on PDF
• World Tourism Day 2023

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Final Sprint to a Global Standard on Measuring the Sustainability of Tourism

• All Regions
• 20 Sep 2023

In line with its commitment to promoting tourism as a catalyst for economic growth, inclusive development, and environmental sustainability, UNWTO is garnering consensus around the Statistical Framework for Measuring Sustainability of Tourism (MST).

The fourth meeting of the Expert Group for MST took place in Marbella - with the collaboration of the Consejería de Turismo, Cultura y Deporte de la Junta de Andalucía, co-financed with European Funds - to consolidate technical progress and articulate governance ambition.

UNWTO Executive Director, Zoritsa Urosevic, said "Andalusia is known for its openness, collaboration and innovation, quite a fitting symbol for this meeting and for our MST endeavour".

The relevance of measurement for sustainability

MST seeks to establish an internationally recognized reference framework for measuring the economic, social and environmental impacts and dependencies of tourism. Consequently, countries will gain access to reliable and internationally comparable data at both national and subnational levels. This ensures that sustainable initiatives adopt a unified approach and yield a lasting and meaningful impact.

Securing international recognition

UNWTO has followed a UN process that will culminate in the presentation of the Statistical Framework for MST to the United Nations Statistical Commission. The goal is to secure endorsement and thereby elevate it to the status of third statistical standard for tourism.

The framework has undergone numerous consultations, has been fed by the work of nine research teams and over 21 discussion papers, as well as close technical guidance of the MST Editorial Board.

The 4th meeting of the expert group

The meeting convened representatives from Ministries, Statistical Institutes, subnational authorities, academia, and the private sector. This momentum will see the agreed Framework undergo global consultation and presentation to the UNWTO Statistics Committee and the UNWTO General Assembly for endorsement.

The successful conclusion of this journey owes much to the valuable efforts and collaboration of 44 countries plus over 30 international organizations, academic institutions, and regional tourism authorities. To date, 28 MST pilots have demonstrated the policy relevance and technical feasibility of the Framework, which is flexible to adapt to different country situations and policy priorities

MST fills a critical gap in tourism data by offering a consensus and guidance for generating data on the economic, social and environmental dimensions of tourism's sustainability. Now, more than ever, governments, businesses and citizens require reliable and standardized data to assess performance, communicate progress, inspire the right policies and more innovative business models, and to ensure that tourism action on the ground contributes to achieving a more sustainable development.

Related links:

• Download the News Release on PDF
• The 4th meeting of the expert group
• Measuring the Sustainability of Tourism
• Empresa Pública para la Gestión del Turismo y del Deporte de Andalucía, S.A.

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International Tourism Swiftly Overcoming Pandemic Downturn

• All Regions
• 19 Sep 2023

International tourism has continued to recover from the worst crisis in its history as arrival numbers reached 84% of pre-pandemic levels between January and July 2023, according to the latest data from UNWTO. The Middle East, Europe and Africa lead the global sector's rebound.

Tourism on Track for Full Recovery

Tourism demand continues to show remarkable resilience and sustained recovery, even in the face of economic and geopolitical challenges. The new issue of the UNWTO World Tourism Barometer tracks the sector's recovery over the course of 2023 up to the end of July. The UNWTO Barometer shows:

• By the end of July, international tourist arrivals reached 84% of pre-pandemic levels.
• 700 million tourists travelled internationally between January and July 2023, 43% more than in the same months of 2022.
• July was the busiest month with 145 million international travellers recorded, about 20% of the seven-month total.

UNWTO data once again shows how tourism is recovering strongly in every part of the world. But as our sector recovers, it also needs to adapt

UNWTO Secretary-General Zurab Pololikashvili said: "UNWTO data once again shows how tourism is recovering strongly in every part of the world. But as our sector recovers, it also needs to adapt. The extreme weather events we have witnessed over recent months as well as the critical challenges of managing increasing tourism flows underline the need to build a more inclusive, sustainable and resilient sector and ensure recovery goes hand-in-hand with rethinking of our sector."

Results by Region

All world regions enjoyed strong rates of tourism recovery over the first seven months of 2023, driven by demand for international travel from several large source markets:

• The Middle East reported the best results in January-July 2023, with arrivals 20% above pre-pandemic levels. The region continues to be the only to exceed 2019 levels so far.
• Europe, the world's largest destination region, reached 91% of pre-pandemic levels, supported by robust intra-regional demand and travel from the United States.
• Africa recovered 92% of pre-crisis visitors this seven-month period and the Americas 87% according to available data.
• In Asia and the Pacific, recovery accelerated to 61% of pre-pandemic arrival levels after the opening of many destinations and source markets at the end of 2022 and earlier this year.

The UNWTO World Tourism Barometer contains results by region, sub-region and country, including best-performing destinations in terms of international arrivals and  receipts over the first seven months of the year.

International tourist arrivals _{(% change versus 2019)}

 

Looking ahead

These results show international tourism remains well on track to reach 80% to 95% of pre-pandemic levels in 2023. Prospects for September-December 2023 point to continued recovery, according to the latest UNWTO Confidence Index, though at a more moderate pace following the peak travel season of June-August. These results will be driven by the still pent-up demand and increased air connectivity particularly in Asia and the Pacific where recovery is still subdued.

• The reopening of China and other Asian markets and destinations is expected to continue boosting travel both within the region and to other parts of the world.
• The challenging economic environment continues to be a critical factor in the effective recovery of international tourism in 2023, according to UNWTO's Panel of Experts.

Persisting inflation and rising oil prices have translated into higher transport and accommodations costs. This could weigh on spending patterns over the remainder of the year, with tourists increasingly seeking value for money, travelling closer to home and  making shorter trips.

Related links

• Download the News Release on PDF
• UNWTO World Tourism Barometer
• UNWTO World Tourism Barometer EXCERPT - Volume 21 • Issue 3 • September 2023
• UNWTO Tourism Data Dashboard
• World Tourism Barometer (PPT version)

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New Data Shows Investment Returning to Global Tourism Sector

• All Regions
• 14 Sep 2023

Investment in the global tourism cluster has started to bounce back from the lows it touched during the pandemic off the back of the steady recovery of international tourist arrivals, according to a newly released report jointly produced by UNWTO and fDi Intelligence.

The report, which is based on data from fDi Markets, fDi Intelligence's proprietary database of greenfield FDI projects, as well as international tourism data from UNWTO, provides a broad overview of the ongoing investment cycle in the tourism sector, breaking down investment figures by region, segments and companies. Key findings include:

• Both FDI project numbers and job creation rates in the tourism cluster grew by 23% from 286 investments in 2021 to 352 in 2022. Job creation in tourism FDI also increased by 23% over the same period, to an estimated 36,400 in 2022.
• The leading destination region for tourism FDI projects in 2022 was Western Europe with 143 announced investments at a combined estimated value of $2.2bn.
• The number of announced projects into the Asia-Pacific region increased marginally by 2.4% to 42 projects in 2022.
• The hotel and tourism sector accounted for almost two-thirds of all projects in the tourism cluster between 2018 and 2022. FDI projects increased by 25% from 2021 to 2022.

These investments will then pave the way for a skilled workforce that can deliver exceptional growth, drive innovation and, by embracing digital technologies, enhance the competitiveness and resilience of the tourism sector

"Greenfield FDI into the tourism sector is showing signs of life after all but vanishing in the pandemic years. With Covid–19 behind us, the sector has no time to waste in addressing the biggest challenge of our times: climate change and the resulting sustainability imperative," comments Jacopo Dettoni, the editor of fDi Intelligence.

"To ensure the growth and competitiveness of the sector, significant investments must be made in education and talent by upskilling the professional workforce and implementing vocational and technical programmes. Only in this way can we equip young people — of whom only 50% have completed secondary education — with the knowledge and capabilities they need to thrive in the sector. These investments will then pave the way for a skilled workforce that can deliver exceptional growth, drive innovation and, by embracing digital technologies, enhance the competitiveness and resilience of the tourism sector," argues Zurab Pololikashvili, UNWTO Secretary-General.

"As the sector steers its course towards recovery and growth, UNWTO now, more than ever, prioritises innovation, education and strategic investments as the pillars for recalibrating and adapting to these ever-evolving market dynamics. Spearheading a series of initiatives, we equip the professional workforce with new skills through upskilling and vocational workforce programmes, creating quality job opportunities, and raising average wages across the entire tourism value chain," says Natalia Bayona, executive director of the UNWTO.

The North America and Asia-Pacific regions each contribute three companies to the top 10 investors list for tourism foreign direct investment (FDI) between 2018 and 2022. The rest of the top 10 comprises companies from Europe, with Spain-based Melia, UK-based Intercontinental Hotels Group, France-based Accor and UK-based Selina all featuring.

Related links

• Download the News Release on PDF
• The fDi Tourism Investment Report 2023 - Full Report
• UNWTO Investment Guidelines
• Investment Networks
• Tourism Doing Business

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