In times of global instability, Asia Pacific nations are leading the way in acknowledging tourism´s potential to bring positive economic, political and social change, with five nations in the region having already committed to supporting UNWTO and WTTC´s joint Global Leaders for Tourism Campaign since its launch in March 2011.

Next month marks the first anniversary of the campaign, which seeks to encourage top-level political recognition of tourism´s potential to generate sustainable socio-economic growth and development, create jobs and aid in the global shift toward a responsible, sustainable, Green Economy.

So far in the Asia Pacific Region, leaders of Indonesia, China, Korea, Malaysia and Brunei have received one of UNWTO/WTTC´s Open Letters, which outline the importance of prioritizing travel and tourism in national policies to maximize the sector´s potential.

“Tourism has provided job opportunities for millions of people across the globe; is one of leading exports of developing countries; and is a key stimulus in the transformation to a green economy,” said Indonesian President Susilo Bambang Yudhoyono, the first Asia Pacific recipient of the Open Letter.

Other recipients have been equally enthusiastic about the initiative, with the Malaysian Prime Minister Dato' Sri Mohd Najib bin Tun Abdul Razak vowing to become ´an ambassador for world tourism´ and China declaring the sector a strategic pillar of its national economy and policy.

With Asia and the Pacific emerging from recent years of global economic downturn as one of the strongest tourism regions (both South Asia and South East Asia have seen double-digit growth in international tourist arrivals according to recent statistics from the World Tourism Barometer, at 13% and 12% respectively), these countries are now showing firm leadership in exploring avenues to rejuvenate national economies. To date, countries from the Asia Pacific Region make up 25% of those already committed the Global Leaders for Tourism Campaign.

 “Tourism needs to be regarded as a new growth engine of the 21^st century,¨ said Korean Prime Minister Kim Hwang-sik. Dr Taleb Rifai, Secretary-General of UNWTO highlighted the importance of the Global Leaders for Tourism Campaign in doing this, stating that “we need to garner support for tourism from outside the sector if we are to continue to grow and contribute to global wellbeing.”

Three other countries in the region have expressed  interest in endorsing the Open Letter over the coming months.

UNWTO´s strong relationship with China was reiterated recently, following a visit by Tianjin City´s Vice Mayor Mr. Ren Xue-feng to the Organization’s Madrid Headquarters and discussions with Secretary-General Taleb Rifai about the future of tourism in Tianjin and the city´s ongoing collaboration with UNWTO.

The visiting delegation from Tianjin, which also included Mr. She Qing-wen, Director-General of Tianjin Tourism Administration and high level representatives from the tourism, banking and investment sectors, met with Dr. Rifai and other UNWTO senior officials from 1-2 February to reflect on the positive relationship between Tianjin and the organization ever since their first cooperation at Tianjin Tourism Industry Expo in 2009.

UNWTO is very happy with the achievements made by Tianjin, which, through focusing on its industrial character and hosting events like the unique Tourism Industry Expo and the UNWTO Asian Pacific Training Program on tourism marketing in 2011, is setting itself apart from other Chinese cities and creating a niche.

China, which in 2010 attracted US$45.8 billion in foreign exchange earnings from international tourism and the equivalent of almost US$200 billion from domestic tourism, has become the third most visited country in the world. The country´s tourism industry, which has shown steady growth in both inbound and outbound markets for a number of years, is reflective of the overall success of the Asia and Pacific Region, both in domestic and international tourism.

Just half an hour from Beijing, Tianjin is the gateway to China´s capital and the so-called Pearl of the Bohai Bay. In recent years, the city has developed its tourism industry, focusing on its regional strengths and characteristics and working in collaboration with UNWTO to host international events including the Tourism Industry Expo and Asia Pacific Training Program.

UNWTO emphasized that through proper planning and management, Tianjin has the capability to convert its rich tourism resources into attractive tourism products, building up Tianjin into a key Chinese tourism destination.

Mr. Ren, after thanking Mr. Rifai and UNWTO representatives for their promise to continue supporting Tianjin´s tourism development, committed to hosting and sponsoring the Asian Pacific Training Program for another five years and increasing its involvement in the activities of UNWTO by joining the UNWTO Observatory Program, a group of reporting stations across Chinese cities which monitor the environmental and socio-economic impacts of tourism in a region.