Towards a new horizon: UNWTO becomes UN Tourism

The World Tourism Organisation (UNWTO) has embarked on a new era by renaming itself UN Tourism. This change marks a significant milestone in the organisation’s history, reflecting its continued evolution and renewed commitment to global tourism.


A New Name for a New Vision

UN Tourism is adopting a more accessible and universally recognisable approach. With this new name, the organisation is reaffirming its status as the United Nations specialised agency for tourism and emphasising its position as a world leader. This change, supported by the organisation’s members, underlines their support for the profound transformation of UN Tourism over the last few years, becoming more agile, visible and close to its members and the sector as a whole.


Expansion and Strategic Priorities

With 160 member states and numerous private sector affiliates, Madrid-based UN Tourism focuses on promoting tourism for sustainable development aligned with the United Nations Agenda 2030. The organisation focuses on quality education, the creation of decent jobs, the identification of talent, innovation, and accelerated action for climate sustainability in tourism.


“As our societies progress, the tourism sector, like many others, needs to transform itself to be a catalyst for universal prosperity. Improving the well-being of populations, preserving the natural environment, stimulating economic expansion and fostering international understanding are the major objectives that constitute the fundamental essence of UN Tourism. The Organization is responsible for driving a sustainable force that now plays a central role in many economies,” said Zurab Pololikashvili, Secretary-General of UN Tourism.


A new brand language

UN Tourism is introducing a new design language, embodied in its new symbol and slogan “Bringing the World Closer”. This new symbolism reflects the importance of the dynamic nature of tourism and focuses on people. The new visual identity extends to a complete design system, facilitating the exploration of online and offline interactions, such as events, website, reports, social media and campaigns.



The transition from UNWTO to UN Tourism is more than just a name change; it symbolises a renewed commitment to sustainable, accessible and inclusive tourism. This new era for UN Tourism promises to strengthen its role as the world leader in tourism for development and inspire a positive future for the global tourism industry.


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