Hail UNWTO for setting priorities for rejuvenated tourism sector

The event built on UNWTO's status as the bridge between the public and private sectors. Recognizing the vital need for more and better-targeted investments to put transformative plans into action, UNWTO confirmed that ‘World Tourism Day 2023’ (September 27) will be themed ‘Tourism and Green Investments’

The World Tourism Organization (UNWTO) returned to ITB Berlin with a clear message: Tourism is back and committed to delivering positive change that goes beyond the sector itself.

ITB Berlin is the world's biggest tourism and travel trade fair. The event held last week was the first in-person ITB in four years and comes as the sector's recovery is well underway.

According to UNWTO, international tourism could reach 80 to 95 per cent of pre-pandemic numbers by the end of the year, with 70 million international arrivals recorded in January alone (more than double the number of January 2022).

The return of ITB was heralded by UNWTO as proof of strong confidence in travel as "the ultimate barometer of trust". Its Secretary-General Zurab Pololikashvili opened the event, alongside Germany's Vice-Chancellor Robert Habeck, Georgian Prime Minister Irakli Garibashvili and Berlin Mayor Franziska Giffey.

Education and Investment-Key priorities for tourism: At the ITB inaugural, UNWTO reinforced the importance of education, training and investments for tourism's ability to deliver on its potential.

It announced a new partnership that will see the organization work with Saudi Arabia to promote education and professional development in tourism. The UNWTO also signed a new agreement with the Business School of Lucerne University of Applied Sciences and Arts to partner towards the creation of a new Bachelor of Science degree in International Sustainable Tourism.

The key message of investing in people was also stressed in a special industry roundtable. The event built on UNWTO's status as the bridge between the public and private sectors. Recognizing the vital need for more and better-targeted investments to put transformative plans into action, UNWTO confirmed that the ‘World Tourism Day 2023’ will be themed ‘Tourism and Green Investments’.

Accelerating tourism climate action: In the backdrop of ITB Berlin, UNWTO released a new report highlighting the progress that global tourism has made in measuring greenhouse gas emissions. It developed "Climate Action in the Tourism Sector" with support from the German government and in collaboration with UN Climate Change (UNFCCC). The recommendations will help ensure more reliable measurements of GHG emissions towards fulfilling the commitments of the Glasgow Declaration on Climate Action in Tourism.

Tourism for all: ITB 2023 coincided with International Women's Day. To mark the occasion, it was joined by UN Women to present a summary of the achievements of the "Centre Stage: Women's empowerment during the Covid-19 recovery" project.

The initiative made clear the extent to which women working in tourism were particularly impacted by the pandemic. And while tourism remains a leading employer of women, UNWTO and UN Women stress that the sector is still to deliver on its women's empowerment potential.

Tourism is on track to achieve full recovery this year and ready to deliver on its potential as a pillar of peace and sustainability, UNWTO told sector leaders in Berlin.

According to Pololikashvili, the message is clear: "Tourism always comes back", and the return of ITB, alongside the recent re-opening of China, is proof of renewed confidence in international travel.

Building a better tourism: While welcoming the positive data, he also stressed that tourism has a "responsibility to grow back better. We must speed up and scale up to a more sustainable and resilient tourism."

Outlining UNWTO's priorities for the sector, Pololikashvili urged both governments and businesses to recognize the importance of education and training, as well as the crucial role of investment – the "missing ingredient" for turning plans for greater sustainability and resilience into reality. Investment will be the theme for World Tourism Day 2023, to be celebrated on September 27.

UNWTO at ITB 2023: At ITB 2023, UNWTO was part of a special Industry Roundtable, focusing on 'transitions in travel', while also sharing key knowledge and insights into tourism's climate action efforts, and expectations for tourist behaviour as the sector's recovery continues. UNWTO provided an update of its leading work in tourism for rural development, including through the ‘Best Tourism Villages’ initiative.

In order to further advance the sector’s diversification and the growth of areas that can deliver new benefits, a special UNWTO Roundtable Discussion on "Connecting Sports Tourism to Health" was held at ITB ahead of the second World Congress Tourism Congress in Zadar, Croatia, slated for April 26-27.