Kick-off in Madrid: 3rd World Sports Tourism Congress Set to Unite Global Leaders

• All Regions
• 11 Nov 2024

The third edition of the World Sports Tourism Congress (WSTC), organised by UN Tourism and the Government of the Region of Madrid, returns on 28 and 29 November at the famous Santiago Bernabéu Stadium.

For two days, under the theme "Tourism and Sport Creating a Lasting Legacy for Destinations", the congress will bring together leading personalities from the worlds of sport and tourism to share innovative ideas, best practices, and knowledge on the subject, including its economic impact, its contribution to the Sustainable Development Goals (SDGs) and strategies to effectively promote destinations through sport events and sponsorships.

Sports Tourism has the potential to drive social, economic, and environmental initiatives, accelerate development, and create a lasting positive legacy on destinations. This year, the WSTC has crafted a comprehensive experience that will feature keynote speeches, panel discussions, and personal testimonials from key figures from the Sports Tourism industry and UN Tourism Ambassadors for Sustainable Tourism.

The focus will encompass a range of topics, including the integration of Sports Tourism into government agendas, the importance of the afterlife of sport infrastructures, key success factors for hosting sports events, effective sponsorship strategies, the growing trend of hosting amateur sports events among others. This year's edition will count on the knowledge and expertise of organizations such as the Fédération Internationale de l'Automobile (FIA), the International Basketball Federation (FIBA), the Global Sports Innovation Center, the International Master Games Association, and many other leading organizations

The World Sports Tourism Congress Over the Years

Following the success of the inaugural edition in Lloret de Mar in 2021 and the second edition in Zadar, Croatia, in 2023, the WSTC continues raising awareness about the vital role of Sports Tourism in driving economic growth and social development in various destinations. In addition to evaluating the impacts of this expanding sector, the Congress also examines its potential benefits, such as its connections to health and well-being, as well as its significance in promoting destinations to larger and more diverse audiences.

Related links

• Download News Release on PDF
• 3rd World Sports Tourism Congress
• 2nd World Sports Tourism Congress
• 1st World Sports Tourism Congress
• Affiliate Members

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UN Tourism and ILO Launch Employment Dataset to Support Monitoring of the SDGs

• All Regions
• 30 Oct 2024

UN Tourism has taken another significant step forward in streamlining the sector in the wider United Nations agenda with a new dataset on tourism employment and strengthened evidence to support achieving the Sustainable Development Goals.

Filling a Critical Gap in the SDGs Monitoring

Tourism can support the achievement of the United Nations' 2030 Agenda, being explicitly mentioned in Goal 8 on economic growth and decent work, Goal 12 on sustainable consumption and production and Goal 14 on the sustainable use of oceans.

Particularly with respect to the promotion of sustainable tourism that creates jobs (Target 8.9), global monitoring has largely focused on tourism's economic contribution, through the indicator "Tourism Direct GDP". The new dataset, launched in partnership with the International Labour Organization (ILO), fills a critical data gap on tourism's role as an employment generator worldwide and in a more sustainable future.
The dataset harmonizes, and builds on, both organization's official data compilation from countries and derives from the UN-endorsed Statistical Framework for Measuring the Sustainability of Tourism.

The new dataset corresponds to the indicator "employed persons in the tourism industries" approved by the United Nations Inter-agency and Expert Group on Sustainable Development Goal Indicators (IAEG-SDGs) at its 15th Meeting in Oslo, Norway. This is the result of a proposal put forward by Austria and Spain (as co-chairs of the UN Tourism Committee on Statistics), Saudi Arabia (as Vice-Chair of the UN Tourism Committee on Statistics), CARICOM, ILO and UN Tourism as part of the 2025 Comprehensive Review of the Global Indicator Framework for the SDGs.

A First in Tourism Data

For the first time, this dataset offers new and more comprehensive insights into tourism employment and key characteristics of persons employed in tourism:

• By sex:  male/female
• By status in employment: employees and self-employed
• For the 10 tourism industries: accommodation, food & beverage serving activities, passenger transport in its various forms (air, water, railway, road), transport equipment rental, travel agencies, cultural activities, and sports and recreational activities.

Data is accessible in the Sustainable Development Goals section of the UN Tourism Statistics Database, and can support analytical insights into tourism's employment, supporting tourism policies and decision-making with respect to issues like social development, employment creation and decent work strategies, economic diversification or poverty reduction.

As well as empowering tourism stakeholders, the new data also provides useful insights for ministries of employment, social affairs, economic and industry affairs, worker representatives, private sector and academic researchers—streamlining tourism into global, national and local agendas.

Related links

• Download News Release on PDF
• Sustainable Development Goals (SDGs)
• 145 key tourism statistics
• Measuring the Sustainability of Tourism (MST)
• Fifteenth meeting of the IAEG-SDGs

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Transformational role of Artificial Intelligence Highlighted as UN Tourism Brings Leaders Together

• All Regions
• 7 Nov 2024

The World Travel Market Ministers Summit, in collaboration with UN Tourism and the World Travel & Tourism Council (WTTC), returned to focus on the growing importance of Artificial Intelligence for the sector.

The Summit featured contributions from Ministers of Tourism from diverse destinations. Taking to the floor in London were Ministers representing more than 20 countries. Providing the voice of the private sector, leaders from Expedia, HBX Group, JTB Corp and SITA, highlighted the importance of enterprise and public-private partnerships.

Opening the timely debate, UN Tourism Executive Director Natalia Bayona said: “The tourism sector needs to be prepared to make better decisions with the help of generative Artificial Intelligence. Tourism has the ability to create unique stories, and the use of technology for good in marketing and promotion of destinations, digital public infrastructure and education is crucial, and hyper personalization of travel can be our biggest asset.  Above all, Artificial intelligence needs human intelligence to be bright.”

UN Tourism is proud to lead the transformation and future-proofing of our dynamic sector

Julia Simpson, President and CEO of the World Travel and Tourism Council, said: "While we must address global issues like climate change and the need for sustainable practices, we also have incredible opportunities ahead. In 2023, our sector contributed nearly 10 trillion dollars to the global economy, supporting 330 million jobs. This year, we're set to break records again. By working hand in glove, we can ensure that Travel & Tourism continues to thrive, leveraging AI and other technologies to create a future that is resilient, sustainable, and inclusive."

A Strategic Roadmap for AI in Tourism

In London, Ms. Bayona set out UN Tourism's vision for the future of the sector. The Strategic Roadmap: AI For Good in Tourism provided the backdrop for the Ministerial debate, while also setting out the work UN Tourism is already doing to transform the sector through the rapid emergence and smart adoption of new technologies:

• Research: UN Tourism leads research on the role of AI in tourism. Its most recent analysis, to be published in collaboration with UN Tourism Affiliate Member Saxion University of Applied Sciences, "Artificial Intelligence Adoption in Tourism" sets out key considerations for sector stakeholders. In 2025, UN Tourism will also publish an in-depth analysis across member states to reveal AI adoption, challenges, and strategic recommendations. 
• Education, Upskilling, and Reskilling: With AI changing the landscape of tourism jobs, both by creating new roles and by necessitating upskilling and reskilling. Ministers debated how such technology can support the creation of jobs while helping the workforce acquire the skills needed to thrive in the future. UN Tourism is currently are enhancing its Tourism Online Academy by integrating advanced AI tools across 10 new courses. These additions will equip tourism professionals with essential resources and capabilities to thrive in an AI-driven industry, including AI-specific courses. 
• Investment: Discussions at the Ministers Summit emphasized the vital need for investment in AI and wider innovation. UN Tourism is expanding its focus to include non-traditional investments in our national guidelines, emphasizing the role of alternative funding models in bolstering the startup ecosystem. This includes exploring how AI-driven insights can guide and enhance investment strategies, particularly for emerging tourism startups.
• Innovation: At World Travel Market, UN Tourism set out its work to support entrepreneurs across the entire tourism value chain in adopting AI and other advanced technologies. Through workshops, partnerships, and dedicated programs, it empowers startups, scaleups and businesses with the tools they need to innovate and succeed in a tech-enabled future.
• Leadership and vision: A key part of the Strategy is the creation of a new Global Task Force on Universal Nomenclature for AI in Tourism. This groundbreaking initiative will be a first collaborative effort to standardize AI terminology with key experts from all UN Tourism regions from across the tourism value chain and AI, ensuring clarity and consistency for stakeholders.  

UN Tourism Secretary-General Zurab Pololikashvili adds: "UN Tourism is proud to lead the transformation and future-proofing of our dynamic sector. The rapid emergence of Artificial Intelligence brings many opportunities, for businesses, destinations and workers. By combining the abilities of the public and private sectors, we can ensure AI lives up to its massive potential."

Throughout the Ministers Summit, UN Tourism stressed the vital importance of ensuring the adoption of AI is inclusive, with all stakeholders, including small and medium-sized enterprises (SMEs) and emerging destinations, able to benefit.

AI Challenge now open for innovators

Reaffirming its commitment to innovation, in London, UN Tourism also announced the  launch of the UN Tourism Artificial Intelligence Challenge. The call is for AI-driven solutions that will shape the future of tourism, with a focus on branding, promotion and marketing, smart destinations, education, and efficient operations.

Looking ahead, UN Tourism will also launch regional awards and capacity-building efforts, to be organized with key partners such as CAF, the Development Bank for Latin America and the Caribbean.

Related links

• Download News Release on PDF
• Official Event Photo Gallery
• WTM Ministers Summit | AI for Good in Tourism: Exploring AI and Emerging Technologies
• UN Tourism Artificial Intelligence Challenge

Nature Positive Tourism Partnership Heads to COP16 in Colombia

• All Regions
• 28 Oct 2024

The Nature Positive Tourism Partnership (NPTP), made up of the World Tourism Organization (UN Tourism), the World Travel & Tourism Council (WTTC), and the Sustainable Hospitality Alliance (the Alliance), will address world leaders at the UN Biodiversity Summit (COP16) in Cali, Colombia, as it continues its drive to halt and reverse biodiversity loss by 2030.

Officially launched at COP15 in 2022, the Nature Positive Tourism Partnership brings together key tourism stakeholders, including policymakers and leading private sector players in travel, tourism, and hospitality. The NPTP will call on governments to engage strategically with the global Travel & Tourism sector in order to achieve the Global Biodiversity Framework (GBF) targets.

Showcasing tourism’s biodiversity successes

During COP26, the NPTP hosted a side panel, supported by Colombia's Ministry of Commerce, Industry, and Tourism, on Friday 25 October during the prestigious event. This side event highlighted Travel & Tourism’s role in biodiversity conservation and the achievements of the Nature Positive Tourism Partnership. It showcased successful initiatives where the sector contributes to biodiversity, explore policies that integrate biodiversity into Travel & Tourism, and support the implementation of the GBF. During the event, the NPTP also outlined its work and plans for the future with the aim of inspiring net positive commitments and demonstrate how Travel & Tourism can actively conserve and sustainably use biodiversity, positioning the sector as a key player in protecting nature for future generations.

The sector’s catalytic abilities are now widely known, like no other economic activity, tourism can be, if well managed, an agent of positive change

The NPTP will also take part in the final plenary, calling for increased recognition for the sector’s potential in delivering on GBF goals. It will also call for increased support to deliver public and private partnerships that will drive policies and initiatives towards a more nature-friendly industry. Gloria Fluxà, Vice Chairman and Chief Sustainability Officer at Iberostar, and WTTC's Sustainability Committee Chair will also address world leaders during the event.

UN Tourism SG Zurab Pololikashvili emphasised, “The sector’s catalytic abilities are now widely known, like no other economic activity, tourism can be, if well managed, an agent of positive change. Developing a Nature Positive Travel and Tourism sector is our commitment”.

Julia Simpson, WTTC President & CEO said: “The eyes of the world are upon us, and we must act. There is simply no time to waste. Travel & Tourism’s reliance on nature, combined with our expertise in creating inspiring and memorable experiences, means we are perfectly placed to be guardians of nature.”

Glenn Mandziuk, CEO, World Sustainable Hospitality Alliance, stated that: “This initiative is not just about setting new standards; it’s about sharing best practices from around the globe to inspire our sector. By laying the groundwork for future training programs, we are empowering our industry to become true stewards of our planet, ensuring that we protect the places we operate while safeguarding the well-being of our people and the environment for generations to come."

Related links

• Download News Release on PDF
• A United Vision for Nature - 'Nature Positive' Report Marks New Collaborative Era in Travel & Tourism
• Biodiversity

Statistics, Sustainability and Governance: UN Tourism Hosts Week of Meetings to celebrate Milestones and Strategize on Way Forward

• All Regions
• 8 Oct 2024

UN Tourism has concluded a week of multi-stakeholder meetings as it further establishes its leadership in the global statistics and knowledge management space.

With the global tourism sector shifting towards greater sustainability, the meetings at the Organization’s Madrid headquarters advanced work around effective governance and harmonized measurement and monitoring.

Statistics for Sustainability

The Expert Group on Measuring the Sustainability of Tourism (MST) met for the fifth time, moving on from the technical development of the landmark UN-endorsed Statistical Framework to its global implementation. Endorsed by the 55th session of the UN Statistical Commission, this framework is the first sectoral example of statistics going beyond GDP, demonstrating the integration of data across economic, environmental, and social dimensions, from global to local scales. During its meeting in Madrid, the Expert Group - made up of representatives of ministries, national statistical offices, international and regional organizations, subnational authorities, academic institutions and the private sector – explored the potential for a common set of indicators for international reporting on the sustainability impacts of the sector.

The UN Tourism Committee on Statistics celebrated its 20th anniversary, recognizing the leadership over the past mandate of Austria and Spain as co-Chairs, as well as Saudi Arabia and Seychelles as Vice-Chairs. To mark the milestones achieved so far, the Committee reflected on the future of tourism statistics. High-level representatives from 21 countries from every global region, as well as from international and regional organizations, academia, subnational authorities and the private sector, shared their experiences and vision for developing systems for tourism statistics. Additionally, delegates were informed of UN Tourism’s new dataset on tourism employment developed jointly with the International Labor Organization (ILO).

Landmark launch of tourism ESG initiative

In partnership with the University of Oxford SDG Impact Lab and with the generous support of easyJet holidays, UN Tourism is working to develop the first harmonised Environmental, Social, and Governance (ESG) Framework tailored specifically for the sector. The Madrid headquarters hosted the inaugural event of the ESG Framework for Tourism Businesses, bringing together over 45 leading experts in the ESG space, from around the world. Attendees debated key aspects of the Framework and proposed critical items for future action.

Moving forward, UN Tourism will set up an ESG Advisory Panel, and present a preliminary Terms of Reference for approval by the UN Tourism Executive Council.

Related links

• Download News Release on PDF
• Twentieth meeting - Committee on Statistics
• Measuring the Sustainability of Tourism (MST)
• ESG Framework for Tourism Businesses
• Tourism Statistics Database

World Forum on Gastronomy Tourism Heads to Bahrain to Focus on Economic Diversification and Inclusion

• All Regions
• 7 Oct 2024

The 9th UN Tourism World Forum on Gastronomy Tourism will take place in Manama, Bahrain, on 18-19 November, with the theme “Gastronomy Tourism: A Driver of Economic Diversification and Inclusion.”

This marks the first time the Forum will be held in the Middle East. Bringing together global leaders, policymakers, industry experts, and renowned chefs, the event will emphasize the transformative power of gastronomy tourism in advancing economic resilience, inclusivity, sustainability, and building a strong image for destinations.

Top chefs join sector leaders

Co-organized with the Basque Culinary Center (BCC) and hosted by the Kingdom of Bahrain, discussions will feature Ministers of Tourism from around the world and from the Middle East. Joining them will be award-winning chefs, such as Chef Alejandra Espinoza of Somos Restaurant (Ecuador), and Chef Rudolf Stefan of Konoba Pelegrini (Croatia). Key participation will include Tim Brooke-Webb, Managing Director of 50 Best, empowering chefs worldwide, and fostering a global dialogue that elevates gastronomy as a fundamental cultural, economic, and creative force.

The forum will highlight key initiatives that emphasize product quality and origins, such as Jordan's "From Farm to Fork" initiative, an example of sustainable culinary tourism, and the Collège Culinaire de France, recognized for promoting quality dining and supporting artisans committed to preserving traditional savoir-faire. The event will also showcase Grupo Sagardi from Spain, a leading hospitality group that builds on gastronomic roots to offer authentic, high-quality culinary experiences.

In line with discussions on leveraging intangible cultural heritage, the forum will explore key themes such as the use of intellectual property and branding to enhance destination branding, the preservation of culinary heritage and biodiversity, and the promotion of authentic, immersive cultural experiences that engage the entire gastronomy tourism value chain. Experts from the World Intellectual Property Organization (WIPO), the global Slow Food movement, and the Creative Tourism Network will address these topics.

Food Waste and innovation keys for sustainability

Sustainability will remain a core focus, with discussions on reducing food waste, integrating circular economy principles, and promoting local sourcing. A masterclass by LightBlue Consulting (Thailand) will delve into circular solutions for food waste reduction, followed by a session featuring contributions from renowned chef and UNEP food waste advocate for Recipe of Change, Leyla Fathallah (UAE), the One Planet Sustainable Tourism Programme coordinator (UNEP), and Ehfaaz (UAE), a circular economy start-up specializing in closed-loop recycling.

Innovation will also be a key pillar of the event, with Meta leading a masterclass on the impact of social media and technology in reshaping gastronomy tourism. A panel discussion will further explore how to build a destination's image through gastronomy. In addition, the Forum will host the final of the 4th UN Tourism Global Gastronomy Tourism Startup Competition, where startups from around the world will present innovative solutions aimed at addressing challenges within the gastronomy tourism sector.

Live cooking demonstrations by Bahraini chefs will offer participants an immersive experience of Bahrain's unique culinary traditions, while side activities will allow participants to explore the country's rich cultural and historical heritage.

Registrations are open until 31 October 2024.

Related links:

• Download News Release on PDF
• 9th UN Tourism World Forum on Gastronomy Tourism
• 4th Global Gastronomy Tourism Startup Competition

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