The world comes together once again to celebrate the 2024 edition of World Tourism Day on Thursday, September 27, under the theme “Tourism and Peace.” This year’s commemorative event is being held in Tbilisi, the picturesque capital of Georgia, a city known for its rich cultural heritage and strategic location as a crossroads between Europe and Asia.
In his message for the day, United Nations Secretary-General António Guterres emphasized the powerful role tourism can play in fostering peace. He stated, “Tourism brings people together. On this World Tourism Day, we reflect on the profound connection between tourism and peace. Sustainable tourism can transform communities – creating jobs, fostering inclusion, and strengthening local economies. By valuing and preserving cultural and natural heritage, it can help reduce tensions and nurture peaceful coexistence.”
He added that “Tourism can also promote economic interdependence between neighbours, encouraging cooperation and peaceful development. At the same time, tourism broadens horizons. Every traveller can be an ambassador, engaging respectfully with local populations, recognizing our diversity and shared humanity, and the values that unite us all.”
The resilience of the tourism sector has been a key highlight as it continues to show remarkable recovery following the disruptions caused by the COVID-19 pandemic. Tourism has emerged as a critical driver of economic revival, particularly in countries heavily dependent on the industry. With its capacity to create jobs and provide opportunities, especially for young people, tourism plays a vital role in reducing poverty and promoting inclusive growth. It is one of the most dynamic sectors for job creation, offering a platform for youth to engage in meaningful work, develop new skills, and contribute to their communities.
Zurab Pololikashvili, Secretary-General of the UN World Tourism Organization (UN Tourism), echoed these sentiments and emphasized the need to stand up for peace, particularly as nearly one in four people globally live in conflict-affected areas. “The global tourism family is broad and diverse, but what unites us is our shared humanity. Ours is the most human sector; every journey leads to connection. Tourism brings worlds together and closer; tourism builds trust and respect; it lays the foundation for cooperation.”
Pololikashvili also underscored the crucial role tourism plays in rural development and economic equity, stating, “Our work in tourism for rural development means nobody is left behind, and the economies grow equally and fairly. Working side by side, we can ensure a brighter tomorrow for all.”
He called on the global community to recommit to humanitarianism, respect for international law, and the values upheld by the United Nations. “Overall, let us work together as a sector united to make tourism a beacon of hope and ensure that when peace returns to areas of conflict, we are ready to help people rebuild and reconnect.”
World Tourism Day has been celebrated annually on September 27 since its inception in 1980, marking the anniversary of the adoption of the UNWTO Statutes in 1970. The day serves as a global platform to raise awareness about the social, cultural, political, and economic value of tourism and the significant role it plays in fostering international understanding and peace.
This year’s celebration in Tbilisi features a series of events, including panel discussions, cultural performances, and exhibitions showcasing the best of Georgian hospitality and tourism. It serves as a reminder of the unifying power of tourism and its potential to contribute to a more peaceful and prosperous world.
As we celebrate World Tourism Day 2024, the messages from global leaders remind us that every journey has the potential to build bridges and strengthen the bonds of humanity. Whether exploring new destinations or revisiting familiar ones, travelers can contribute to a world where peace, understanding, and cooperation are the norm, not the exception. The resilience of the tourism sector, its capacity to create jobs for young people, and its role in economic recovery are testaments to its vital importance in building a peaceful and interconnected world.
In the words of Secretary-General Gutteres, “as we celebrate tourism, let us travel responsibly, build bridges, and promote mutual respect among cultures and nations.”
