UNWTO Launches ‘Tourism Opens Minds’ Initiative to Transform Travel Habits

The World Tourism Organization (UNWTO) on Thursday launched a new global initiative dubbed “Tourism Opens Minds”, designed to unite and encourage nations, tourism sector leaders and consumers to be more open-minded when choosing a travel destination.

Announced during the World Tourism Day 2023 celebrations in Riyadh, “Tourism Opens Minds” will showcase the powerful role that tourism plays in bridging cultures and promoting a more interconnected and harmonious world.

Data: Tourism recovering but old patterns remain

According to research presented by the UNWTO, while the tourism sector is recovering from the impacts of the Covid-19 pandemic, only a minority of tourists intend to seek out new or different destinations as they start travelling again.

The UNWTO World Tourism Barometer shows that global tourism is on track to recover 80 percent and 95 percent international arrival numbers by the end of 2023.

Notably, however, a recent YouGov survey found that 66 percent of tourists believe that travelling to a place that provides familiarity is important. Just under half of respondents feel uncomfortable travelling to places they know little about. This is despite the fact that, of those that do travel to new destinations, 83 percent agree that they come back with a changed or broadened perspective.

According to the UNWTO, the data shows the need for initiatives such as “Tourism Opens Minds” to encourage consumers to diversify their travel habits, with the organization uniting the global sector behind this aim. The initiative also aims at allowing government officials, sector leaders and consumers help to mitigate the impacts of overtourism, foster mutual understanding, conserve the environment and ensure equitable growth of the sector.

UNWTO Secretary-General Zurab Pololikashvili. Photo source: UNWTO

“The ‘Tourism Opens Minds’ initiative extends a compelling invitation for travelers to broaden their horizons and explore the uncharted corners of our world. By doing so, it not only reveals the beauty of diverse destinations but also nurtures an appreciation for the cultures and people who call these places home,” UNWTO Secretary-General Zurab Pololikashvili said.

‘Tourism Opens Minds’ symbol unveiled

A new symbol to represent the initiative was also unveiled during the World Tourism Day 2023 celebrations in Riyadh.

Inspired by the colors of the flags of every country in the world, the symbol acts as a visual representation of working together to recognize the power of tourism in fostering cultural connections and sustainable growth for all.

Tourism leaders pledge to act

In Riyadh, high-level guests at the World Tourism Day celebrations were invited to agree to a pledge, representing their shared commitment to work together to:

– make lesser-known and under-appreciated destinations more welcoming and accessible;
– help to cater to, and foster, an environment that compliments trips to lesser-known destinations;
– be more open-minded to new cultures and destinations.

“The UNWTO ‘Tourism Opens Minds’ initiative is another important milestone for the tourism sector, and its launch at World Tourism Day in Riyadh is a continuation of our many previous commitments to the global tourism sector,” said Saudi Arabia’s tourism minister, Ahmed Al-Khateeb.

Further information on the “Tourism Opens Minds” initiative can be found here.