With its rebranding from UNWTO to UN Tourism, the United Nations World Tourism Organization (UNWTO) is launching a new chapter in the history of the global tourism industry.
By putting people and the environment front and center, the new name and brand reinforce its position as the UN’s specialized agency for tourism, the world leader in tourist development, and an organization that propels social and economic transformation.
In order to accomplish this transition, UN Tourism hired top global branding agency Interbrand to translate its updated tourism vision, which is to enhance individual well-being, protect the environment, promote economic growth, and promote international harmony among all 160 member states.
At the moment, UN Tourism has regional offices in Riyadh, Saudi Arabia (which serves the Middle East and Saudi Arabian tourism needs) and Nara, Japan (which covers Asia and Pacific regions), in addition to its headquarters in Madrid, Spain. Currently, efforts are being made to open regional offices in
Rio de Janeiro, Brazil (representing the Americas) and Morocco (representing Africa).
In accordance with the UN 2030 Agenda for Sustainable Development and its 17 global goals, UN Tourism will prioritize the promotion of both tourism and sustainable development. To this end, it will work in partnership with member states, individuals, private, and public organizations to advance high-quality education, sustain decent jobs in the tourism industry, identify talent, spur innovation, and expedite climate action and sustainability in the tourism sector.