Behind the footsteps of one billion travelers every year lie one billion opportunities to advance cultural exchange, economic growth, and sustainable development.
This year, on September 27, the world will mark the 45th World Tourism Day. Established in 1980 by the United Nations World Tourism Organization (UNWTO), this international day aims to raise awareness of the importance of tourism and foster global cooperation and development in the tourism industry.
World Tourism Day is set on September 27 to commemorate the adoption of the statutes of the International Union of Official Travel Organizations (the predecessor of the World Tourism Organization) at a special conference in Mexico City on this day in 1970. Additionally, this time of year coincides with the end of the tourism peak season in the Northern Hemisphere and the start of the busy season in the Southern Hemisphere, making it an ideal transitional period.
I. The Global Impact of Tourism: From Economic Pillar to Cultural Bridge
Tourism is one of the world's most important economic sectors. According to UN data, one out of every ten people on Earth works in the tourism industry, which provides livelihoods for hundreds of millions of people.
In some countries, tourism revenue accounts for more than 20% of their gross domestic product (GDP). This industry is not only a key source of foreign exchange earnings but also an important means of addressing employment issues.After recovering pre-pandemic levels in 2024, international tourist arrivals grew 5% in the first half of 2025 (compared to 2024), or 4% above 2019 levels. Almost 690 million tourists travelled internationally between January and June 2025, about 33 million more than in the same months of 2024.
The influence of tourism extends far beyond the economy. It enables people to experience the world's rich cultural and natural landscapes, narrow the distance between one another, and highlight the shared humanity of all people. Ban Ki-moon, former Secretary-General of the United Nations, once noted that tourism can create thousands of jobs while promoting understanding between different cultures.
Since 1980, the World Tourism Organization has set a theme for World Tourism Day each year to guide global discussions. These themes, ranging from "Tourism and Rural Development" to "Digital Tourism," reflect the trends and challenges in the development of the industry.
II. 2025 Theme: Tourism and Sustainable Transformation
The theme of this year's World Tourism Day is "Tourism and Sustainable Transformation," emphasizing the need for fundamental changes in how tourism is prepared for, delivered, and monitored.
This theme recognizes that in the process of recovering from the COVID-19 pandemic, the tourism industry cannot simply return to the past but must undergo a sustainable transformation in social, environmental, economic, and cultural aspects.
- The UNWTO has identified five priority areas for transformation:
Governance and Planning: Achieving effective governance through policies and regulatory frameworks aligned with the Sustainable Development Goals. - Skills, Education, and Inclusion: Strengthening capacity building to ensure that tourism opportunities benefit all people equally.
- Support for Micro, Small, and Medium-sized Enterprises (MSMEs) and Innovation: MSMEs are the backbone of the economy in tourism destinations.
- Responsible Management of Natural and Cultural Resources: Protecting biodiversity, reducing emissions, and preserving heritage.
- Climate Action and Resilience: The tourism industry is both vulnerable to climate change and one of the major contributors to it.
This theme comes at a crucial time, as the global tourism industry is undergoing multiple transformations: post-pandemic recovery, increased awareness of climate change, growing attention to inequality issues, and rising demand from travelers for responsible tourism.
III. Global Celebrations: A Vibrant Feast from Farms to Cities
World Tourism Day will be celebrated in various forms around the world, demonstrating the diversity and vitality of the tourism industry.
In Nigeria, this year will see the first-ever global celebration of World Tourism Day held on a farm. More than 2,000 participants will gather at the Xtralarge Farm and Resort in Ogun State to explore the intersection of tourism and agriculture through activities such as farm stays, tours, and a food and cultural festival.
In Ca Mau Province, Vietnam, events themed "Ca Mau – The Southernmost Point of the Country, Where Nature and Tranquility Converge" will be held from September 26 to 30. These events, including a food and cultural festival, a chef competition, and scientific seminars, aim to promote eco-tourism, cultural tourism, and community tourism in the region.
The Ministry of Tourism of Jamaica will host a youth forum at the Montego Bay Convention Centre on September 26, focusing on the theme "Tourism and Sustainable Transformation." Through panel discussions and interactive sessions, the forum will explore how tourism can drive sustainable growth.
In Macao, China, the "Maimai World Tourism Day Promotion Carnival" will be held on September 21, 26, 27, and 28. It will showcase the vitality of the "Tourism +" model through cultural and creative markets, stage performances, and creative handicraft workshops.
IV. Practical Paths for Sustainable Tourism: From Concept to Action
Sustainable tourism is not just a concept; it needs to be translated into practical actions. Travelers can choose community-led tourism experiences to ensure that tourism revenues benefit local communities.
Supporting small and micro tourism enterprises that prioritize environmental practices is also an important approach. These enterprises are often the backbone of the local economy in destinations, and supporting them can promote green innovation and economic resilience.
Travelers can also reduce the ecological footprint of tourism by choosing low-carbon transportation methods and respecting local cultural and natural environments. Protecting biodiversity and cultural heritage is crucial to ensuring that tourism does not degrade the valuable resources that attract visitors.
Governments and enterprises around the world need to invest in climate-resilient infrastructure and employee training to ensure that the tourism industry can address future challenges while creating opportunities for all.
V. How Can Individuals Participate in World Tourism Day?
As ordinary travelers, we can also participate in the celebration of World Tourism Day in various ways:
Plan a sustainable trip, choose eco-friendly transportation, and support local businesses.
Explore tourism resources around you and discover overlooked cultural and natural landscapes.
Share travel stories to promote understanding and respect between different cultures.
Participate in local World Tourism Day events, such as the 2025 carnival to be held in Macao.
As advocated by the World Tourism Organization, tourism is not only a way to relax but also a link connecting different cultures and an important force for promoting global sustainable development.
Conclusion
In the future, the development of the tourism industry will focus more on quality rather than quantity, and pursue depth rather than breadth. Today, our thinking is no longer just about how to attract more tourists, but more about how to make tourism a positive force for promoting sustainable development.
As emphasized by the United Nations, tourism is a key pillar for advancing the implementation of the 2030 Agenda for Sustainable Development, especially in promoting decent work, responsible consumption, and the protection of marine resources.
When we celebrate World Tourism Day, we celebrate not only the joy brought by travel but also the potential of the tourism industry to build a more sustainable, inclusive, and interconnected world.
References
https://www.un.org/sw/node/101372
https://ngofeed.com/blog/world-tourism-day/
https://www.untourism.int/
