Reform. Reset. Rebuild: A Manifesto for UN Tourism’s Revival

UN Tourism was once seen as the guiding force in global tourism, a beacon for sustainable development, cultural preservation and international cooperation. Established to promote responsible, sustainable and universally accessible tourism, the agency was meant to shape the future of travel and tourism, offering solutions to the most pressing challenges in the industry.

However, today, UN Tourism is falling into oblivion and ineffectiveness. Once revered, it is now perceived as ineffective, disconnected and unable to adapt to the changing dynamics of the global tourism landscape. Concerns have been raised about the organization’s focus on marketing activities and hosting events with limited tangible outcomes and value for Member States.

This trajectory is unsustainable. UN Tourism must undergo a comprehensive transformation.

​If elected, I will implement five transformative imperatives to reposition UN Tourism as a dynamic force that empowers Member States to navigate and elevate their tourism economies in a rapidly evolving global landscape.

1. Transitioning from Sustainable to Regenerative Tourism

While sustainable tourism aims to minimize negative impacts, regenerative tourism seeks to leave destinations better than they were found. UN Tourism should guide Member States in adopting regenerative practices that restore ecosystems, empower local communities, and create net-positive impacts on cultural and natural resources.

This shift requires visionary leadership that rethinks tourism’s impact from the ground up.

• Champion projects that don’t just minimize damage but proactively improve the places they touch.
• Launch policies that empower communities to manage tourism in ways that enhance their natural and cultural assets.
• Create a Global Regenerative Tourism Network to exchange knowledge, scale successful models, and inspire innovations worldwide.

2. Leveraging Data and Innovation to Combat Climate Change

The integration of big data and innovative technologies is crucial in formulating effective strategies to mitigate tourism’s environmental footprint. UN Tourism needs to develop platforms that utilize data analytics to monitor and manage tourism-related carbon emissions, optimize resource use, and promote low-impact travel options. By fostering innovation, Member States can implement solutions that align tourism growth with global climate objectives.​

• Pioneer a Digital Tourism Hub, where data scientists, environmental experts, and tourism leaders collaborate to develop climate-responsive tourism models.
• Launch integrated data platforms that help destinations monitor their carbon footprints, optimize resource use, and mitigate environmental risks.
• Adopt predictive analytics to anticipate tourism trends, allowing for adaptive strategies in real-time.

3. Enhancing Connectivity for Inclusive Tourism Growth

Improved connectivity, both physical and digital, is essential for equitable tourism development. UN Tourism should assist Member States in enhancing transportation networks and digital infrastructure to ensure that emerging and remote destinations are accessible. This approach not only disperses tourist flows, alleviating pressure on over-visited sites, but also ensures that the economic benefits of tourism are more widely distributed.​

• Facilitate public-private partnerships to enhance air, road, and digital connectivity, particularly in emerging and isolated destinations.
• Come up with integrated travel solutions that allow seamless mobility between regions, fostering cross-border tourism circuits that benefit multiple communities.
• Ensure inclusive tourism policies that support women, youth, and marginalized groups, transforming tourism into a true driver of social equity.

4. Scaling Up Best Practices and Knowledge Sharing

The dissemination and implementation of successful tourism models can accelerate sector-wide improvements. UN Tourism needs to act as a central repository for best practices, facilitating knowledge exchange among Member States. This includes organizing workshops, creating case study compendiums, and establishing mentorship programs that enable destinations to learn from each other’s experiences in areas like community-based tourism, heritage conservation, and crisis management.​

• Act as a global knowledge hub, collecting and disseminating best practices.
• Launch peer-to-peer learning programs, where destinations that have succeeded in climate adaptation or community tourism can mentor other regions.
• Scale up good practices through strategic funding and capacity-building programs, enabling even resource-limited areas to transform their tourism sectors

5. Harnessing the Influence of 1.4 Billion Travelers

With over a billion international tourists annually, there is significant potential to drive positive change through responsible travel behaviours. UN Tourism can lead global campaigns that educate and encourage travellers to make sustainable choices, support local economies, and respect cultural norms. By influencing traveller behaviour, the cumulative impact can significantly contribute to the overall sustainability and resilience of global tourism.​

Addressing these imperatives requires UN Tourism to adopt a proactive and collaborative approach, ensuring that Member States are equipped with the tools, knowledge, and support necessary to navigate the complexities of modern tourism economies effectively.

• Foster collaborations with travel companies and private sector to incentivize responsible behaviour, from carbon offsetting to community engagement.
• Empower travellers with information, using apps and platforms that guide them towards ethical travel choices.
• Amplify the voices of young travellers, who are increasingly prioritizing sustainability and inclusivity.

Last but not least, to make all this a reality, we need to see UN Tourism shifting from generic solutions to tailored strategies and offering bespoke support for Member States

UN Tourism currently follows a one-size-fits-all approach, which fails to address the unique challenges faced by different countries and regions. Tourism policies designed for developed countries often do not work for small island states or conflict-prone regions.

I am committed to leading this transformation. I will ensure that UN Tourism becomes relevant, dynamic, and impactful once again. As Secretary-General, I will make UN Tourism a leader in shaping the future of global tourism, not a bureaucratic relic of the past.

The world is waiting for a bold, visionary leader who dares to reimagine what UN Tourism can be.

I am ready to lead this transformation. Are you ready to join me?

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