Riyadh, during the World Tourism Day celebrations, saw the launch of the UNWTO’s groundbreaking initiative, “Tourism Opens Minds.” This initiative is designed to foster openness among nations, tourism industry leaders, and travelers when choosing their destinations. It highlights the pivotal role that tourism plays in bridging cultures and creating a more interconnected and harmonious world. As part of the launch, delegates in Riyadh were presented with a special Pledge, urging them to actively promote new and under-appreciated destinations.
Recovery and Challenges in Global Tourism
World Tourism Day 2023 marked a significant milestone in the sector’s recovery from the pandemic, as indicated by new data from UNWTO. While global tourism is on track to recover 80% to 95% of international arrival numbers by the end of 2023, research reveals that a majority of tourists still prefer familiar destinations. A recent YouGov survey found that 66% of tourists prioritize destinations offering familiarity, and nearly half feel uncomfortable traveling to places they know little about. Interestingly, of those who do venture into new destinations, 83% report returning with a changed or broadened perspective.
The Need for “Tourism Opens Minds”
These findings underscore the importance of initiatives like “Tourism Opens Minds” aimed at diversifying travel habits. UNWTO seeks to unite the global sector behind this goal and enable government officials, industry leaders, and consumers to address the impacts of over-tourism, foster mutual understanding, protect the environment, and promote equitable sector growth.
“A Unifying Force” for a Better World
Zurab Pololikashvili, UNWTO Secretary-General, emphasizes the sector’s role as a unifying force that fosters cultural understanding, strengthens bonds between societies, and champions environmental preservation. He encourages travelers to explore new horizons and appreciate the diversity of destinations and their inhabitants.
His Excellency Ahmed Al-Khateeb, Minister of Tourism of Saudi Arabia, underscores Saudi Arabia’s commitment to enhancing the sector and its impact beyond borders. He sees the “Tourism Opens Minds” Initiative as another important milestone in global tourism, building on previous commitments to the sector.
Tourism Leaders Commit to Action
During the World Tourism Day celebrations in Riyadh, high-level guests were invited to commit to a Pledge, demonstrating their shared commitment towards Making lesser-known destinations more welcoming and accessible. Fostering an environment that complements visits to lesser-known destinations, Being more open-minded to new cultures and destinations.
A New Symbol of Unity
A new symbol for the initiative was also unveiled, drawing inspiration from the colors of the world’s flags. This symbol visually represents the collaborative effort to harness the power of tourism in promoting cultural connections and sustainable growth for all.
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