Innovation and Investment Top Agenda at UN Tourism Executive Council

International officials at the 122nd UN Tourism Executive Council in Cartagena. Photo source: UNWTO

The 122nd UN Tourism Executive Council session, held in Cartagena de Indias, Colombia, prioritized investments and innovation as key strategies for the future.

According to the latest data from the World Tourism Organization (UN Tourism), the tourism sector is set to recover 96 percent of pre-pandemic levels by the end of the year.

The UN Tourism’s Executive Council oversees the organization’s operations, ensuring compliance with its budget and policies. It plays a key role in shaping strategic directions and tackling global challenges in the tourism industry.

The session welcomed representatives of 47 countries, including 21 ministers and vice-ministers of tourism, alongside key strategic partners from the private sector, civil society and international finance.

“Colombia has chosen to invest in tourism, not in weapons or war, and as the only country to have hosted every major UN Tourism event, including two General Assemblies, it is a testament to the power of tourism as a force for change,” said UN Tourism Secretary-General Zurab Pololikashvili.

After his opening speech, Pololikashvili presented his report to members, highlighting the progress made in advancing the organization’s work since the last council meeting. He emphasized key priorities, including investments in tourism, education, and accelerating innovation within the sector.

UN Tourism Secretary-General Zurab Pololikashvili. Photo source: UNWTO

Advancing shared goals

In Cartagena, the members of the Executive Council advanced plans to build a more inclusive, resilient and forward-looking sector, with a focus on:

– Innovation: Executive Council members were given an overview of key achievements in this area, while the winners of two new competitions, the Green Projects Challenge and the Community Tourism Challenge, were formally announced.

– Investment: In Cartagena, UN Tourism will present its Tourism Doing Business Guidelines: Investing in Colombia. The publication series continues to grow, with a further 28 editions, each focusing on investment opportunities in a specific destination, now planned.

– Education: Members were brought up-to-date with UN Tourism’s leading work in promoting tourism education and training at every level.

Photo source: UNWTO

During the 122nd Executive Council, the organization strengthened collaborations through a networking session titled Tourism of the Future: Moving Towards the Sustainable Development Goals, engaging destinations, private sector leaders, and civil society stakeholders.

Additionally, the council unveiled the 2024 Best Tourism Villages, recognizing 55 rural destinations for leveraging tourism to foster local opportunities while preserving cultural and natural heritage.

Also in Cartagena, UN Tourism will host a landmark global forum on investment and innovation to conclude the Executive Council meeting.