UN Tourism is set to make a significant impact at this year’s FITUR International Tourism Fair, with a packed agenda aimed at advancing innovation, accessibility and collaboration in the global tourism sector. This year’s participation comes as the global tourism body celebrates its 50th anniversary, a milestone that underscores its continued leadership in shaping tourism as a force for good.
At the heart of UN Tourism’s presence at FITUR is its mission to bridge the gap between public and private stakeholders. With a mix of high-level meetings, roundtable discussions and strategic agreements, the organization will set the stage for a more resilient and inclusive future for the industry.
Driving innovation and sustainability
One of the key moments will be the launch of the publication on Artificial Intelligence Adoption in Tourism: Key Considerations for Sector Stakeholders. This event, complemented by a roundtable for UN Tourism Affiliate Members, highlights the organization’s commitment to equipping the sector with cutting-edge tools for innovation. Another pivotal discussion will centre on the Glasgow Declaration Roundtable on Climate Action in Tourism, continuing the momentum from COP29 and emphasizing the urgency of sustainable practices.
Inclusive tourism takes centre stage
UN Tourism will also spotlight accessible tourism through its collaboration with the EU Accessible Resource Centre. Their joint event will explore how inclusive destinations can benefit businesses and communities alike, reinforcing the idea that accessibility is both a social imperative and an economic opportunity.
Strengthening global partnerships
The organization’s role as a convener of nations will shine through a series of ceremonies and agreements with Member States. These include the formal adherence of Andorra to the International Code for the Protection of Tourists and a slate of agreements with Nigeria, Zambia and Angola, focusing on regional collaboration in Africa and beyond.
The Investment Forum Americas, titled Desayuno de Inversión en Turismo en América Latina y el Caribe, will provide a platform to discuss tourism opportunities in Latin America and the Caribbean, while CAF’s Welcome Cocktail will unveil investment guidelines for Panama, Brazil and Guatemala, fostering greater collaboration between the public and private sectors.
Celebrating Brand Africa
A brainstorming session on Brand Africa will bring together thought leaders to refine strategies for positioning the continent as a leading global tourism destination. This initiative aligns with UN Tourism’s commitment to leveraging Africa’s diverse cultural and natural assets to drive sustainable growth and investment in the region.
A milestone anniversary
The 50th Anniversary Lunch, held at the Four Seasons Hotel, will serve as a celebratory reflection on five decades of UN Tourism’s work. This exclusive gathering of leaders and dignitaries will also serve as an opportunity to chart the future of tourism in line with global goals for sustainable development.
Charting a path forward
As the global tourism sector faces challenges ranging from climate change to evolving traveler expectations, UN Tourism’s agenda at FITUR is a timely reminder of the sector’s potential to drive meaningful change. Through innovation, collaboration and inclusivity, the organization aims to empower destinations, businesses, and communities to build a future where tourism benefits everyone.
For more information on UN Tourism’s activities and global initiatives, visit https://www.unwto.org/event/fitur-2025
