The world, and its travel industry, are set to celebrate World Tourism Day Saturday, held on Sept. 27 each year since 1980. This year’s theme is “Tourism and Sustainable Transformation” with a call to action to unlock the benefits of tourism, balanced with checking its negative impacts.
The date marks the anniversary of the milestone adoption of the UN Tourism Statues in 1970, paving the way for the establishment of UN Tourism five years later. It further marks the end of the high season in the northern hemisphere and the beginning of the season in the southern hemisphere.
Events are being held around the world on Saturday to celebrate the day, with an official program taking place over the weekend in Malaysia, followed by the World Tourism Conference.
“World Tourism Day 2025 highlights tourism’s transformative potential as an agent of positive change,” says UN Tourism. “Realizing this potential, however, demands more than growth alone. It requires good governance, strategic planning, robust monitoring and clear priority setting that align with long-term sustainability goals.
“Tourism is more than an economic sector, it is a catalyst for social progress, delivering education, employment and creating new opportunities for all. To unlock these benefits, a deliberate and inclusive approach is essential, one that places sustainability, resilience and social equity at the core of tourism development and decision-making.
As of 2024, international tourism rebounded from the COVID-19 pandemic with 1.4 billion arrivals globally – an increase of 115% from 2023.
In anticipation of World Tourism Day, United Nations Secretary-General António Guterres issued the following message:
“Tourism is a powerful driver of transformation. It creates jobs, fuels local economies, supports infrastructure and contributes to development far beyond GDP.
“Tourism strengthens bonds between people and places. It builds bridges across cultures, preserves traditions and restores cultural heritage. It reminds us of our shared humanity – and the richness of diversity. Yet tourism can also damage the very places and communities it celebrates.
“As the world faces climate breakdown and rising inequalities, we need bold, urgent, and sustainable action that puts people and planet first.
“This year’s theme – ‘Tourism and Sustainable Transformation’ – calls us to action. That means investing in education and skills, especially for women, youth, and marginalized communities; supporting micro, small and medium-sized enterprises; and advancing climate action by reducing emissions across the tourism sector, conserving biodiversity, and protecting fragile ecosystems.
“Today, and every day, let’s harness the power of tourism as a force for transformation, resilience, sustainability, and shared progress for all.”
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