UN Tourism Celebrates 50 Years, Sets Ambitious Agenda for Future Growth

Marking its 50th anniversary, the World Tourism Organization (UN Tourism) convened high-level delegates on the eve of FITUR 2025 exhibition in Madrid, Spain, to outline a forward-looking agenda for the sector.

The organization reaffirmed its role in driving investment, fostering innovation, and enhancing inclusivity, using the platform of the international trade fair to highlight priorities for the future.

“As UN Tourism celebrates 50 years, FITUR meets for the 45th time. Together, we have helped shape global tourism, building bridges between the public and private sectors, promoting dialogue and cooperation, and advancing shared priorities around innovation, sustainability, and resilience,” UN Tourism Secretary-General Zurab Pololikashvili said while highlighting the organization’s enduring influence.

Held January 22-26 in Madrid, FITUR (Feria Internacional de Turismo) is one of the world’s leading travel and tourism trade exhibitions. It serves as a global meeting point for tourism professionals, showcasing destinations, travel trends, and business opportunities across the industry.

Tourism investments take center stage at FITUR 2025

As part of its investment-focused agenda, UN Tourism hosted a special Investment Breakfast in Madrid in partnership with the Development Bank of Latin America and the Caribbean (CAF). The event brought together industry leaders to discuss investment opportunities and challenges, with a focus on Latin America.

During the event, UN Tourism introduced the latest additions to its “Tourism Doing Business” Investment Guidelines, covering Panama and Brazil, the partner country of FITUR 2025. The publications provide insights into investment landscapes and policy frameworks, supporting sustainable growth in the sector.

Advancing accessibility in tourism

Reinforcing its commitment to inclusive tourism, UN Tourism partnered with AccessibleEU and the ONCE Foundation to explore strategies for making destinations more accessible. The event “Accessible Tourism: Harnessing the Benefits of Inclusive Destinations for Companies and People”, held on January 23, highlighted both progress and persistent challenges in improving accessibility. Discussions focused on infrastructure upgrades, technological innovation, and the economic benefits of inclusivity.

Strengthening global tourism partnerships

At FITUR 2025, UN Tourism expanded its network of Affiliate Members, hosting a “Targeting Traveler Segments” session to explore new market opportunities.

In addition, Memorandums of Understanding (MoUs) were signed with Affiliate Member CIFFT (Audiovisual Tourism Advertising) to promote creative storytelling in destination marketing.

By setting a clear vision for the future, UN Tourism continues to position the sector as a driver of sustainable economic growth, investment, and inclusivity.