Tourism February 28, 2024 | 11:47 am

The UNWTO is now UN Tourism

Since January of this year, the World Tourism Organization (UNWTO) has introduced a new name and brand: UN Tourism.

The international organization states that this decision marks a new era, emphasizing its role as “the United Nations specialized agency for tourism and the world leader in tourism for development, driving social and economic change to ensure that ‘people and planet’ are at the center of attention.”

According to a statement, the UNWTO engaged a global branding agency to translate its renewed vision for tourism into a new visual identity and brand narrative.

Moving away from acronyms, UN Tourism adopts a more accessible stance, leveraging the strengths of ‘UN,’ signifying authority, and ‘tourism,’ a simple concept universally identifiable.

Supported by the 160 member states worldwide, this change aligns with the evolving needs of the tourism sector, aiming to become a universal catalyst for prosperity.

Zurab Pololikashvili, the secretary-general of the international organization, emphasizes the key objectives of enhancing people’s well-being, safeguarding the natural environment, promoting economic progress, and fostering international harmony.

The organization takes on the role of a sustainable force, now central to many economies, in promoting positive transformations.

The gradual establishment of the new brand will occur across all UN Tourism touchpoints in the coming months, starting with digital channels such as the website, social media accounts, and newsletters. Subsequently, the transition will extend to physical spaces like offices and events, along with elements like reports and office supplies.

According to the first issue of this year’s UN Tourism Barometer, published in January, international tourism reached 88% of pre-pandemic levels in 2023, with an estimated 1.3 billion international arrivals. Subregions such as Southern Mediterranean Europe, the Caribbean, Central America, and Northern Africa have surpassed their arrival levels from 2019.

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