Tourism has committed to embrace its unique role as a pillar of peace and understanding. On World Tourism Day 2024, UN Tourism brought sector leaders from every global region together around a common vision and commitment to building a “peace-sensitive sector”, recognizing its potential to build bridges and foster understanding.
The official celebrations in Tbilisi, Georgia, welcomed almost 500 participants from 51 different countries, including 13 Ministers of Tourism. Reflecting its firm commitment to the day and its theme of “Peace and Tourism”, the host country was represented by Prime Minister Irakli Kobakhidze as well as seven other Ministers, showcasing tourism’s cross-sectoral importance.
Welcoming delegates, UN Tourism Secretary-General Zurab Pololikashvili, stressed that without peace, there is no tourism. He said: I call on all of you to help build a –’peace-sensitive tourism sector’, one that plays a key role in building peace and ending conflicts, provides tourism stakeholders with tools to realize this potential, promotes tourism education as peace education, and links tourism to other peace building initiatives.
Building bridges through tourism
Reflecting on the theme of World Tourism Day 2024, “Tourism and Peace”, the official celebrations featured a Ministerial Debate focusing on what this looks like in action. Ministers representing Georgia, Uzbekistan, Sierra Leone and Bahrain, made clear how peace and security are the foundations for prosperity, providing examples from their own countries and personal travels of how tourism connects people and promotes understanding. Key takeaways include the important role of tourism in combatting disinformation and mistrust, and the essential need to ensure the benefits tourism delivers are enjoyed fairly and equally across societies.
To complement the public sector view, the day also featured a private-sector panel. The dialogue explored the private sector’s potential and responsibility and to leverage its strengths and capabilities to promote peace and stability through tourism, and how it can work with the public sector to achieve these essential goals. And from the field of entrepreneurship and digital innovation, panellists highlighted the potential for tourism to rebuild in post-conflict and create resilience against future shocks.
Summing up the dialogues, Minister of Tourism of Jamaica Edmund Bartlett said: Tourism recognizes differences, it embraces similarities. Tourism has a place for you and embraces you. That’s the essence of the power of tourism to make peace.
Investing in tourism, investing in peace
Natalia Bayona, Executive Director of UN Tourism, set out the case for tourism investments as key to both growth and peace and opportunity. She said: We have seen time and again how tourism can transform post-conflict regions, provide employment and foster entrepreneurial initiatives. The private sector must remain committed to using its resources to build peace and create opportunities in emerging and vulnerable regions.
On the occasion of World Tourism Day, UN Tourism launched the latest edition of its growing portfolio of investment guidelines. “Tourism Doing Business: Investing in Georgia” showcase the immense potential of the country as an investment destination. With an average GDP growth rate of 5% over the last decade, Georgia also received Foreign Direct Investment (FDI) inflows surged of USD 2.3 billion in 2022, marking the highest investment inflow ever recorded. In spite of a challenging international environment, in 2023 FDI inflows reached USD 1.9 billion in 2023.
The Guidelines also outline the key factors making Georgia and its growing tourism sector an attractive destination for international investors, including:
The rich tapestry of natural beauty and cultural heritage, featuring over 12,000 historical monuments and four UNESCO World Heritage Sites.
Significant growth in the hospitality and real estate sectors. In 2023, it welcomed 6.2 million international visitors, generating USD 4.1 billion in revenue. The expansion of international brand hotels and robust real estate market, attracting over USD 500 million in FDI in recent years.
Transparency and regulatory efficiency. Economic reforms, such as the Association Agreement and DCFTA with the EU, and recent EU Candidate Status.
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About UN Tourism
The World Tourism Organization (UN Tourism) is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism.
As the leading international organization in the field of tourism, UN Tourism promotes tourism as a driver of economic growth, inclusive development and environmental sustainability and offers leadership and support to the sector in advancing knowledge and tourism policies worldwide.
Our Priorities
Mainstreaming tourism in the global agenda: Advocating the value of tourism as a driver of socio-economic growth and development, its inclusion as a priority in national and international policies and the need to create a level playing field for the sector to develop and prosper.
Promoting sustainable tourism development: Supporting sustainable tourism policies and practices: policies which make optimal use of environmental resources, respect the socio-cultural authenticity of host communities and provide socio-economic benefits for all.
Fostering knowledge, education and capacity building: Supporting countries to assess and address their needs in education and training, as well as providing networks for knowledge creation and exchange.
Improving tourism competitiveness: Improving UN Tourism Members’ competitiveness through knowledge creation and exchange, human resources development and the promotion of excellence in areas such as policy planning, statistics and market trends, sustainable tourism development, marketing and promotion, product development and risk and crisis management.
Advancing tourism’s contribution to poverty reduction and development: Maximizing the contribution of tourism to poverty reduction and achieving the SDGs by making tourism work as a tool for development and promoting the inclusion of tourism in the development agenda.
Building partnerships: Engaging with the private sector, regional and local tourism organizations, academia and research institutions, civil society and the UN system to build a more sustainable, responsible and competitive tourism sector.
Our Structure
Members: An intergovernmental organization, UN Tourism has 160 Member States, 6 Associate Members, 2 Observers and over 500 Affiliate Members.
Organs: The General Assembly is the supreme organ of the Organization. The Executive Council take all measures, in consultation with the Secretary-General, for the implementation of the decisions and recommendations of the General Assembly and reports to the Assembly.
Secretariat: UN Tourism headquarters are based in Madrid, Spain. The Secretariat is led by the Secretary-General and organized into departments covering issues such as sustainability, education, tourism trends and marketing, sustainable development, statistics and the Tourism Satellite Account (TSA), destination management, ethics and risk and crisis management. The Technical Cooperation and Silk Road Department carries out development projects in over 100 countries worldwide, while the Regional Departments for Africa, the Americas, Asia and the Pacific, Europe and the Middle East serve as the link between UN Tourism and its 160 Member States. The Affiliate Members Department represents UN Tourism’s 500 plus Affiliate members.
UN Tourism Communications Department+34 91 567 8100UN Tourism
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