Tourism is entering a new era of transformation defined by sustainability, inclusivity, and innovation. UN Tourism Secretary-General Zurab Pololikashvili shares how global collaboration is reshaping travel, empowering communities, and driving long-term, responsible growth worldwide.
Where are you seeing the strongest tourism growth globally, and what underlying trends are fuelling this expansion?
We are seeing robust tourism growth across all regions, with particularly strong momentum in Africa, the Middle East, and parts of Asia. Africa continues to lead relative growth, driven by investment in connectivity and product diversification, while Asia-Pacific is closing in on full recovery, with destinations like Japan and Mongolia performing strongly. Europe and the Americas also show solid gains, with Central and Eastern Europe and South America delivering standout results. This growth is fuelled by evolving traveller preferences toward authentic, experience‑driven tourism, improved infrastructure and air connectivity and rapid digitalisation shaping how people plan and book trips. Crucially, there is also a clear shift toward sustainability and inclusivity, with more destinations prioritising tourism that benefits local communities and protects natural and cultural heritage, a transformation UN Tourism is proud to lead and support.
How is UN Tourism working with governments to integrate tourism more directly into national economic and climate policies? Can you share any best practices or success stories?
UN Tourism works closely with governments to ensure tourism is integrated into national economic strategies and climate policies, positioning the sector as a driver of inclusive growth and low‑carbon development. We support countries through initiatives like the Glasgow Declaration on Climate Action in Tourism, the Measuring the Sustainability of Tourism framework, and tailored technical assistance that helps embed tourism into Nationally Determined Contributions and broader climate plans. This includes guidance on decarbonisation, regenerative practices, and circular business models, as well as capacity‑building for destination management and data‑driven policymaking. We have seen encouraging results in countries ranging from Small Island Developing States (or SIDS) prioritising blue and green tourism to major economies adopting renewable energy solutions for airports and resorts. These examples demonstrate how aligning tourism with climate and economic agendas can create resilient livelihoods, protect ecosystems, and deliver benefits for both visitors and host communities.
The Statistical Framework for Measuring the Sustainability of Tourism (MST) is seen as a key milestone in aligning tourism with the SDGs. How can the MST framework help policymakers make better decisions in balancing the economic, environmental, and social dimensions of tourism growth?
The MST Framework helps policymakers make better decisions by offering a standardised, internationally agreed approach to measuring tourism’s economic, environmental, and social impacts. It defines the key concepts, definitions, and indicators needed to assess sustainability at national and subnational levels. By providing a foundation for producing trustworthy and comparable data, the framework goes beyond GDP to capture what truly matters to people and the planet. This credible and actionable data empowers policymakers and businesses to design strategies that promote more sustainable tourism outcomes.
How is UN Tourism working with countries to implement this framework, and what progress have you seen so far?
More than 30 of our Member States, along with subnational destinations from all regions of the world have piloted the implementation of the MST. UN Tourism is developing an implementation strategy and a core set of internationally comparable indicators that will be added to the UN Tourism Statistics Database. This progress is helping countries generate trusted, policy-relevant data to better understand and manage tourism’s sustainability.
The tourism workforce has seen dramatic shifts since the pandemic. How can tourism better attract and retain talent in a competitive global labour market where many industries are offering more flexible or remote options?
The pandemic highlighted both the vulnerabilities and the value of tourism’s workforce. Today, attracting and retaining talent requires rethinking how the sector supports and inspires its people. Tourism must compete not only on wages but also on quality of work, opportunities for career development, and a sense of purpose. At UN Tourism, we are working with governments and the private sector to address skills gaps through targeted training, digital upskilling, and stronger links between education and industry. We also advocate for better working conditions, gender equality, and greater inclusivity to ensure that tourism jobs are both decent and desirable. By embracing innovation, promoting lifelong learning, and investing in people, tourism can secure the skilled and motivated workforce it needs to drive sustainable growth in a changing global labour market.
How does UN Tourism support workforce upskilling, digital literacy, and inclusion, particularly for women and youth? Can you tell us more about UN Tourism’s 360-degree approach to tourism education and any specific initiatives that have been implemented?
UN Tourism takes a 360‑degree approach to tourism education, ensuring skills development is aligned with the needs of a rapidly evolving sector and accessible to all. We work to bridge gaps between education and industry through initiatives such as the UN Tourism Academy, which provides certified training in areas ranging from sustainability to digital marketing, and the Online Tourism Academy, which extends these opportunities globally. A strong focus is placed on women and youth, offering mentorship, entrepreneurship programmes, and targeted scholarships to empower those most underrepresented in leadership roles. Our efforts also include fostering digital literacy and innovation skills to prepare the workforce for the opportunities of Artificial Intelligence, big data, and smart destination management. By combining formal education, practical training, and lifelong learning opportunities, we are building a more inclusive, future‑ready tourism workforce that benefits both communities and economies worldwide.
How is UN Tourism supporting destinations in preserving cultural heritage while also making it accessible and engaging for modern travellers?
Preserving cultural heritage while making it relevant and engaging for today’s travellers is key to building a sustainable tourism sector. We work with destinations to safeguard tangible and intangible heritage, from historic sites to local traditions, while promoting innovative ways to share these stories with visitors. Through initiatives like the Best Tourism Villages, we support communities to showcase their heritage in ways that generate pride, create jobs, and drive sustainable local development. Digital tools, storytelling, and community-based tourism models are key to making heritage experiences interactive and meaningful, especially for younger audiences seeking authenticity.
At the same time, we emphasise the importance of managing visitor flows and reinvesting tourism revenues into conservation, ensuring that heritage sites remain protected for future generations while contributing to inclusive growth today.
In light of increasing concerns about overtourism, what strategies are being implemented to balance cultural preservation with economic opportunity?
Addressing overtourism requires moving from managing numbers to managing impacts. UN Tourism supports destinations in adopting strategies that spread benefits more evenly, promoting lesser‑known areas, encouraging travel during off‑peak seasons, and diversifying products beyond traditional hotspots. We emphasise the importance of strong governance, community participation, and data‑driven planning to determine carrying capacity and ensure residents’ well‑being remains central to tourism development. At the same time, we work with governments to integrate sustainability standards and regenerative practices so that cultural and natural assets are preserved while still generating economic opportunity. By aligning tourism growth with long‑term community and environmental priorities, destinations can offer richer, more balanced experiences that meet the expectations of modern travellers and benefit host communities alike.
The UN Tourism Tech Adventures bring together startups, investors, and public institutions in various countries. What role do these events play in accelerating innovation at the local level?
UN Tourism Tech Adventures serve as catalysts for innovation by connecting startups, investors, and policymakers to co‑create solutions tailored to local tourism challenges. These events help identify and scale technologies that enhance destination management, improve visitor experiences, and drive sustainability, from AI‑powered trip planning and data analytics to immersive cultural storytelling and green mobility solutions. By fostering collaboration between entrepreneurs and public institutions, we create pathways for emerging business models, such as community‑based platforms and circular economy initiatives, to gain traction and investment. This approach not only accelerates digital transformation at the local level but also ensures that innovation contributes directly to inclusivity, resilience, and long‑term value for both visitors and host communities.
You’ve led UN Tourism through a transformative period, including the Covid-19 pandemic, a rebranding, and heightened global relevance. When you look back on your tenure, what do you hope your legacy will be in shaping the future of global tourism?
Looking back, I hope my legacy will be defined by helping reposition tourism as a true driver of sustainable development, not just measured in visitor numbers, but in the lives it improves and the communities it uplifts. Over these years we have guided the sector through unprecedented challenges, from the pandemic to climate and geopolitical crises, and emerged stronger, more united, and more future‑focused. The rebranding to UN Tourism reflects this shift: an organisation that is action‑oriented, inclusive, and innovative, working hand‑in‑hand with governments, businesses, and communities. My goal has always been to ensure tourism contributes to peace, prosperity, and opportunity for all, leaving behind a sector that is more resilient, more equitable, and better prepared for the challenges and opportunities of tomorrow.
Do you have a message for the tourism industry and those attending WTM London?
My message to the industry and all those attending WTM London is one of optimism and shared responsibility. Tourism has proven its resilience, and now we have the chance to shape its future together, making it more sustainable, inclusive, and innovative than ever before. I encourage everyone here to look beyond short‑term recovery and work toward long‑term transformation, investing in people, protecting our cultural and natural heritage, and leveraging technology to create better experiences for both travellers and host communities. WTM London is not just a marketplace; it is a platform to forge partnerships and align around a common vision of tourism as a force for good. Together, we can ensure this vision becomes reality.
