The United National World Tourism Organization (UNWTO) has launched a new global initiative designed to unite and encourage nations, members of the tourism sector, and consumers to be more open-minded when choosing a travel destination.

Announced during the World Tourism Day celebrations in Riyadh, Saudi Arabia, last week, the UNWTO said “Tourism Opens Minds” will showcase the powerful role that tourism plays in bridging cultures and promoting a more interconnected and harmonious world.

To mark the launch, delegates gathered in Riyadh were presented with a special Pledge calling on them to actively work to promote new and under-appreciated destinations.

Old patterns remain

World Tourism Day 2023 was held as new data from UNWTO underscored the sector’s recovery from the impacts of the pandemic. At the same time, however, research suggests that only a minority of tourists intend to seek out new or different destinations as they start travelling again.

• According the UNWTO World Tourism Barometer, global tourism is on track to recover 80% and 95% international arrival numbers by the end of 2023.

• Notably, however, a recent YouGov survey found that 66% of tourists believe that travelling to a place that provides familiarity is important. Just under half of respondents feel uncomfortable travelling to places they know little about.

• This is despite the fact that, of those that do travel to new destinations, 83% agree that they come back with a changed or broadened perspective.

The data shows the need for initiatives such as ‘Tourism Open Minds’ to encourage consumers to diversify their travel habits, with UNWTO uniting the global sector behind this aim, says the organization.

The initiative also aims at allowing government officials, sector leaders and consumers help to mitigate the impacts of over-tourism, foster mutual understanding, conserve the environment. and ensure equitable growth of the sector.

‘A unifying force’ for good

UNWTO Secretary-General Zurab Pololikashvili said, “To ensure true global prosperity, we must work together to ensure that every country can harness the potential of a thriving tourism industry… “The ‘Tourism Opens Minds’ initiative extends a compelling invitation for travellers to broaden their horizons and explore the uncharted corners of our world. By doing so, it not only reveals the beauty of diverse destinations but also nurtures an appreciation for the cultures and people who call these places home.”