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The United Nations World Tourism Organization (UNWTO) has reiterated the massive potential of the tourism sector’s social, cultural, and economic value and its unique contribution to the Sustainable Development Agenda.
In a statement for 2024, UNWTO said a new year brings new opportunities for global tourism.
“UNWTO has identified the priorities for the sector: investments, education, youth empowerment, and sustainability. In 2023, with the support of its Members, the Organization successfully laid the foundations for all these priorities to be advanced or realized over the year ahead.
“2024 looks set to be the year international tourism returns to pre-pandemic levels, capping a rapid and remarkable comeback. UNWTO has set the direction of travel, evolving its Programme of Work and moving even closer to its Members on the ground. Now, it’s time to look ahead and build a sector that offers even more for even more people and communities while also focusing on this year’s World Tourism Day Theme: Tourism and Peace,” UNWTO said.
In addition, the first UNWTO World Barometer of 2024 will be published later this month and provide a consolidated review of 2023 and a first forecast for this year. Once again, it will emphasise both the sector’s resilience and the reliability of UNWTO data, showcasing the Organization as the trusted source of insights for Governments, businesses, and the media.
UNWTO’s forecast to return to 80% to 95% of pre-pandemic levels in 2023 proved to be right. So too did identifying the reopening of China as the final piece towards full recovery. UNWTO’s leadership was there for the official opening of China’s tourism market in February last year – and will continue to be on the ground as Member States everywhere embrace the power of tourism for growth and renewal.