For three days starting today (Dec. 1) the eyes of the global tourism sector will be on Madrid as the Spanish city hosts more than 500 industry leaders, including tourism ministers, and representatives of international organizations and the private travel and tourism industry, at the 24th General Assembly of the World Tourism Organization (UNWTO) as they chart a strategic course for the future of the tourism.

Underpinned by a commitment to inclusion and sustainably, the assembly will also follow the UNWTO’s core priorities: building for the future through innovation, education, and tourism for rural development.

Among the initiatives will be the launch of the UNWTO’s “Digital Futures Program for SMEs,” designed to help small tourism businesses take advantage of the benefits of innovation.

UNWTO Secretary-General Zurab Pololikashvili will present his report to Members, outlining how global tourism response to the unprecedented crisis caused by COVID-19, while also setting out plans for a “more inclusive and resilient future,” including the revision of the UNWTO 2030 Agenda for Africa and the first International Code for the Protection of Tourists, also designed to restore confidence in travel.

As if to highlight the challenges still faced by the travel and tourism sector, the Assembly was forced to move to from Morocco to the UNWTO’s home city in Madrid due to ongoing public health considerations in the former country.

“In difficult circumstances, Spain has stepped forward to host this important General Assembly. In Madrid, world tourism will come together to chart a future in which our sector can develop its unique potential as a pillar of growth, inclusive and opportunities for all” said Pololikashvili.

At the Assembly, members will also be asked to confirm the appointment of Secretary-General Pololikashvili for a second term, following the recommendation of the UNWTO executive council held earlier in the year. Likewise, members will also vote to decide on the themes of the 2022 and 2023 World Tourism Day celebrations, and the host country of the 25th General Assembly in 2023.