With the latest UN tourism data showing the sector on track to achieve a 96% recovery from pre-pandemic figures by the end of the year, the 122nd Session of the Executive Council looked to the future, with investment and innovation high on the agenda. The Session welcomed representatives from 47 countries, including 21 Ministers and Deputy Ministers of Tourism, along with key strategic partners from the private sector, civil society and international finance.
Opening the session, UN Secretary-General for Tourism Zurab Pololikashvili welcomed the example set by Colombia in “betting on tourism” to offer a better future for the country, including for previously marginalised groups. He said: “Colombia has chosen to invest in tourism, not in weapons or war, and as the only country to have hosted all major UN Tourism events, including two General Assemblies, it is a testament to the power of tourism as a force for change.”
The Secretary-General then presented his report to Members, outlining the progress made in the work of the Organization since the last meeting of the Council, with a renewed emphasis on the shared priorities of investment in tourism, education and accelerating innovation across the sector.
Driving shared goals
In Cartagena, Executive Council members advanced plans to build a more inclusive, resilient and forward-looking sector, with a focus on:
Innovation: UN Tourism is a global leader in innovation in the sector. Executive Board members received an overview of key achievements in this area, including the continued success of its Challenges and Competitions, designed to identify and support the best new ideas and talent. In Cartagena, the winners of two new competitions, the Green Projects Challenge and the Community-Based Tourism Challenge, were formally announced.
Investment: In Cartagena, UN Tourism will launch its Guidelines for Doing Business in Tourism: Investing in Colombia. The series of publications continues to grow and 28 more editions are already planned, each focusing on investment opportunities in a specific destination. Also in Cartagena, UN Tourism will host a historic Global Forum on Investment and Innovation to conclude the Executive Council meeting.
Education: Executive Board members were updated on UN Tourism’s work in promoting tourism education and training at all levels. Key developments include the continued dissemination of the educational toolkit, designed to assist Member States in introducing tourism as a subject in secondary schools, as well as the continued success of the UN Tourism Online Academy and the growing global network of International Academies in partnership with UN Tourism.
Strengthening strategic partnerships
In the framework of the 122nd Executive Council, UN Tourism continued to advance its work to build strong partnerships around shared objectives. A special networking session of UN Tourism Affiliate Members focused on Tourism of the Future: Towards the Sustainable Development Goals, bringing together destinations, private sector leaders and civil society stakeholders.
Best Tourism Villages 2024 announced
During the Executive Council, UN Tourism announced the latest additions to its growing network of Best Tourism Villages. For the 2024 edition, 55 additional rural destinations were awarded the title, recognising their leadership in harnessing the power of tourism to create local opportunities, as well as preserving and celebrating natural and cultural heritage.
Source: UN Tourism.