Status of Tourism: United Nations World Tourism Organisations (UNWTO) –Tourism highlights of recent years

Introduction

Tourism is one of the most dynamic and influential sectors in the global economy. It contributes significantly to employment, cultural exchange, economic growth, and international development. The United Nations World Tourism Organization (UNWTO) plays a central role in monitoring, guiding, and promoting tourism as a driver of inclusive growth and sustainability.

United Nations World Tourism Organization (UNWTO)

The UNWTO is a specialized agency of the United Nations responsible for promoting responsible, sustainable, and universally accessible tourism. Headquartered in Madrid, Spain, UNWTO serves as a global forum for tourism policy issues and offers technical support and policy advice to its member countries.

Its membership includes over 160 Member States and a wide range of affiliate members, including private sector companies, educational institutions, and tourism associations.

UNWTO’s primary objectives include promoting tourism as a tool for development, fostering international cooperation in tourism, and advancing sustainable tourism practices.

Core Functions of UNWTO

- Statistical Monitoring: UNWTO collects and analyzes global tourism statistics to support data-driven decision-making.
- Technical Assistance: Provides support to countries for policy formulation, marketing strategies, and tourism infrastructure development.
- Capacity Building: Organizes training programs, workshops, and international forums.
- Sustainability & Innovation: Encourages green tourism, energy-efficient practices, and the integration of technology in tourism.

Post-COVID Recovery and Trends (2022–2023)

The COVID-19 pandemic had a significant impact on global tourism, leading to historic declines in international travel during 2020 and 2021. However, starting from 2022, the sector began a gradual recovery.

- By 2022, global tourist arrivals reached approximately 63% of 2019 (pre-pandemic) levels.
- Europe and the Middle East led the recovery due to regional cooperation and policy support.
- Domestic tourism helped stabilize the sector, especially in countries like India, China, and the USA.

UNWTO played a vital role during the crisis by issuing guidelines for safe travel, supporting digital health certification, and helping member countries create recovery strategies.

Tourism in 2024

As of mid-2024, global tourism continues its path toward full recovery. According to the UNWTO World Tourism Barometer:

- International tourism is expected to return to 100% of pre-pandemic levels by late 2024 or early 2025.
- Asia-Pacific countries, particularly China and Japan, have seen a resurgence in outbound travel.
- North America and Europe remain strong markets, supported by demand for cultural, heritage, and nature-based tourism.

The shift in traveler preferences toward eco-conscious, slow, and experiential tourism is more evident in post-pandemic behavior.

Economic Contribution of Tourism

Tourism is a major contributor to the global economy, supporting millions of jobs and generating export revenues.

- In 2023, tourism accounted for approximately 7–10% of global GDP.
- The sector generated nearly USD 1.3 trillion in international tourism receipts.
- It remains one of the top economic sectors in many countries including Thailand, Spain, France, and the Maldives.

As per UNWTO, tourism's role in job creation and poverty reduction has grown significantly, especially in developing economies.

Sustainable Tourism and Climate Action

UNWTO has been actively promoting sustainable tourism through campaigns, policies, and strategic alliances.

- The One Planet Sustainable Tourism Programme promotes efficient resource use and low-emission operations.
- Initiatives such as “Tourism for SDGs” link tourism development directly with the UN Sustainable Development Goals (SDGs).
- Efforts are underway to measure and reduce tourism’s carbon footprint.

There is growing emphasis on rural tourism, community-based tourism, and supporting local economies. National tourism organizations are also adopting carbon-neutral strategies and promoting eco-labels for hotels and tour operators.

Digital Transformation in Tourism

Technology plays a critical role in shaping the future of tourism.

- There is widespread adoption of AI, VR, AR, and big data analytics in enhancing traveler experiences.
- Contactless check-ins, mobile bookings, and digital travel passports have become the new norm.
- UNWTO supports innovation through Tourism Startup Competitions and tech partnerships.

Digital platforms are also instrumental in destination marketing and crisis management.

Key Challenges Facing the Tourism Industry

Despite the strong recovery, the industry faces numerous challenges:

- Overtourism in iconic destinations such as Venice, Paris, and Bali.
- Climate change threats to vulnerable destinations like coral islands and alpine regions.
- Political instability and conflicts (e.g., Ukraine-Russia war) disrupting regional travel.
- Need for greater investment in infrastructure, workforce development, and sustainable planning.

UNWTO is working with governments to address these concerns through policy advice and public-private partnerships.

UNWTO Strategic Priorities

UNWTO has outlined five core strategic priorities for global tourism:

1. Tourism Education and Jobs – Enhancing vocational training and promoting youth employment.
2. Tourism and Rural Development – Supporting development in remote and underdeveloped areas.
3. Tourism and Digital Transformation – Fostering innovation, connectivity, and digitization.
4. Ethics, Culture and Social Responsibility – Upholding ethical tourism practices.
5. Tourism Resilience – Enhancing the ability of countries to respond to crises.

Each priority aims to ensure that tourism’s growth is inclusive, resilient, and future-ready.

Notable Reports and Campaigns by UNWTO

- World Tourism Barometer: A regular publication analyzing current tourism trends.
- World Tourism Day: Celebrated on 27 September each year with different themes (e.g., “Tourism and Green Investments” in 2023).
- Global Code of Ethics for Tourism: A guiding framework for responsible tourism.
- Measuring Sustainable Tourism (MST): A statistical framework to assess the sustainability of tourism.