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The UNWTO has launched a new global initiative designed to unite and encourage countries, tourism leaders and consumers to be more open when choosing a destination.
Announced during the celebration of World Tourism Day in Riyadh, the initiative 'Tourism Open Minds' ('Tourism opens minds') will show the strong role this sector plays in bridging cultures and promoting a more interconnected and harmonious world.
To mark the launch, the delegates gathered in Riyadh were presented with a 'Pledge calling', a special request calling for active work to promote new and underappreciated destinations.
Tourism is recovering - but old patterns remain
World Tourism Day 2023 was held after new UNWTO data indicated the sector's recovery from the pandemic.
At the same time, however, research implies that only a smaller percentage of tourists intend to explore new or different destinations when they travel again.
According to the UNWTO's World Tourism Barometer, global tourism is on track to recover to between 2023% and 80% of pre-pandemic international arrivals by the end of 95.
However, a recent survey by an online market research and opinion polling firm, YouGov, showed that 66% of tourists believe that it is important to go to a previously known place. Slightly less than half of the respondents feel uncomfortable traveling to workplaces they do not know enough about.
These statements are so despite the fact that, of those who travel to new destinations, 83% agree that they return with a changed or expanded perspective.
The data shows the need for initiatives like 'Tourism Open Minds' to encourage consumers to diversify their travel habits, and the UNWTO is uniting the global sector behind the cause.
The initiative also aims to provide government officials, sector leaders and consumers with assistance in mitigating the impact of unbalanced / excessive tourism, in fostering mutual understanding, preserving the environment and ensuring the sector's even growth.
The 'unifying force' of good
"To ensure real global prosperity, we must all work together so that every country can take advantage of the potential of a growing tourism industry. The sector serves as a unifying force, fostering cultural understanding, strengthening ties between societies and advocating for environmental protection.", said the Secretary General of the UNWTO, Zurab Pololikashvili.
"The 'Tourism Opens Minds' initiative sends a persuasive invitation to travelers to expand their horizons and discover unexplored corners of the world. In doing so, not only to discover the beauty of different destinations, but also to cultivate respect for the cultures and people who call these places home.", he added.
"Since embarking on the tourism journey, Saudi Arabia has been committed to improving the sector and creating an impact that extends beyond its borders. Our contributions include key partnerships such as the establishment of the UNWTO Middle East Office in Riyadh, the establishment of the Riyadh School of Travel and Hospitality and holding record-breaking editions of the WTTC Global Forum and the UNWTO World Tourism Day, which highlight the huge potential of the sector when people from all over the world are united and connected"he said Ahmed Al-Khateeb, Minister of Tourism of Saudi Arabia.
He believes that the UNWTO initiative 'Tourism Opens Minds' is another important milestone for the tourism sector, and its launch on the World Tourism Day in Riyadh, a continuation of Saudi Arabia's numerous previously assumed commitments to the global tourism sector.
Leaders promise to act
High-ranking guests at the celebration of the World Tourism Day were invited to make a pledge that represents a commitment to working together. Those present were asked to:
- make lesser-known destinations more welcoming and accessible
- help create and nurture an environment that directs travelers to lesser-known destinations
- be more open to new cultures and destinations
A new symbol of the initiative was also presented. Inspired by the colors of the flags of all countries, the symbol acts as a visual representation of joint work to recognize the power of tourism in fostering cultural ties and sustainable growth for all.
Photo: UNWTO
Source: UNWTO
