Driving innovation and inclusion: UN Tourism leads global dialogue at Expo 2025 in Japan

With nearly 28 million visitors from more than 150 countries, the Expo serves as a leading global platform for ideas and solutions, with an emphasis on the 2030 Agenda for Sustainable Development. In Osaka, UN Tourism hosted two official forums that brought together public and private sector leaders to focus on key sector priorities.

UN Tourism's Director of Innovation, Education and Investment, Antonio López De Ávila, said: "At Expo 25, we are proud to demonstrate that tourism is more than a sector: it is a catalyst for sustainable development, social inclusion, and technological advancement. At UN Tourism, we prioritize female talent in this process, supporting the creativity, leadership, and resilience of women around the world. We also prioritize investments. We work to ensure that every dollar invested contributes to a greener, fairer, and more resilient future."

Empowering Women in Tourism
The "Celebrating Female Founders" Forum (April 28) was dedicated to highlighting women-led innovation, promoting inclusion in tourism technology, and highlighting the importance of mentorship networks. The event highlighted the critical role women play in the tech startup ecosystem, exploring strategies to overcome challenges and seize opportunities to create a more inclusive and diverse tech industry.

The program included keynote addresses from representatives of the United Nations at Expo 2025, the Japan Tourism Agency, and UN Tourism. A keynote panel brought together senior executives from major travel groups, digital tourism platforms, and international hospitality companies. The discussion explored how innovation, inclusion, and strategic leadership are transforming the tourism sector, with a particular emphasis on fostering diversity, equity, and market access.

In a vibrant round of presentations, female founders from Japan (ByFood), Korea (NomadHer), the UAE (Xenios Academy), SAR, China (Shake to Win), and the US (Greether) presented forward-thinking business models, showcasing how women are connecting technology with sustainable growth and social impact.

Investments for the Future
Between 2019 and 2024, the Asia-Pacific region attracted a total of 442 foreign direct investment (FDI) projects in the tourism sector, with an estimated investment of US$37.55 billion. These investments generated more than 77,000 direct jobs and involved 274 companies in various destinations. Japan accounted for 33 FDI projects, with a total investment of US$2.57 billion.

Recognizing this potential, UN Tourism organized the “Global Tourism Investment Forum: Co-creating Culture for the Future” (April 29). The forum focused on key investment trends and strategies for sustainable, community-centered tourism growth. In addition to a fireside chat moderated by Nikkei Inc., which gave voice to local voices such as Kiraku Inc. and a community initiative from Vanuatu, a high-level dialogue emphasized the role of investment as a driver of sustainable and inclusive growth. The discussions featured private sector leaders, including executives from JTB, Kansai Airports, Plug and Play Japan, Hyatt, Destination Capital, and Dossen, and were guided by Travel Voice Japan.

At the conclusion of the Forum, participants were reminded that tourism investment goes beyond infrastructure and capital; it is fundamentally focused on people, culture, and long-term impact. From heritage-based models to innovation-driven partnerships, the sessions demonstrated that forging the future of tourism requires vision, collaboration, and a shared commitment to inclusive and sustainable development.

Source: UN Tourism.