According to the most recent UN Tourism Data, Travel and Tourism sector is poised to achieve a 96% recovery of pre-pandemic levels by the year’s end. In light of this, the 122nd Session of the Executive Council, chaired by Saudi Arabia’s Minister of Tourism H.E. Ahmed Al Khateeb, focused on future prospects, prioritizing investments and innovation. The session was attended by representatives from 47 nations, including 21 Ministers and Vice-Ministers of Tourism, as well as key strategic partners from the private sector, civil society, and international finance.
During the opening of the session, UN Tourism Secretary-General commended Colombia for its commitment to “betting on tourism” as a means to foster a brighter future for the nation, particularly for historically marginalized communities, noting that Colombia has opted to invest in tourism rather than in arms or conflict, and as the sole nation to have hosted every significant UN Tourism event, including two General Assemblies, it exemplifies tourism’s potential as a catalyst for transformation.
Attending Members were presented with the report that outlined the advancements made in the Organization’s initiatives since the last Council meeting, with a particular focus on the collective priorities of investing in tourism, enhancing education, and accelerating innovation within the sector.
Promoting Collaborative Objectives
During the meeting in Cartagena, the Members of the Executive Council outlined strategies to foster a more inclusive, resilient, and future-oriented sector, emphasizing the following areas:
Innovation: UN Tourism stands as the global frontrunner in sector innovation. The Executive Council Members received a comprehensive update on significant accomplishments in this domain, including the ongoing success of its Challenges and Competitions, aimed at discovering and nurturing the most promising new ideas and talents. In Cartagena, the winners of two recent competitions, the Green Projects Challenge and the Community Tourism Challenge, were officially announced.
Investment: At the Cartagena meeting, UN Tourism will unveil its Tourism Doing Business Guidelines: Investing in Colombia. This publication series is set to expand, with an additional 28 editions planned, each concentrating on investment prospects in specific destinations. Furthermore, UN Tourism will host a significant Global Forum on Investment and Innovation to conclude the Executive Council meeting.
Education: The Executive Council Members were updated on UN Tourism’s prominent initiatives in advancing tourism education and training at all levels. Notable progress includes the ongoing implementation of the Education Toolkit, which assists Member States in integrating tourism as a subject in high schools, alongside the continued success of the UN Tourism Online Academy and the expanding global network of International Academies affiliated with UN Tourism.
Enhancing Strategic Alliances
In the context of the 122nd Executive Council, UN Tourism made significant progress in fostering robust partnerships centered on common objectives. A dedicated networking session for UN Tourism Affiliate Members concentrated on the theme of Tourism of the Future: Advancing Towards the Sustainable Development Goals, uniting destinations, leaders from the private sector, and representatives from civil society.
Announcement of the Best Tourism Villages 2024
During the Executive Council, UN Tourism revealed the latest entries into its expanding Best Tourism Villages network. For the 2024 edition, an additional 55 rural destinations received this honor, acknowledging their exemplary efforts in leveraging tourism to generate local opportunities while also preserving and celebrating their natural and cultural heritage.
