On September 27, 2025, leaders from across the globe convened in Melaka, Malaysia, to celebrate World Tourism Day under the theme “Tourism and Sustainable Transformation.” The event highlighted tourism’s potential as a force for positive change, emphasizing that growth must be balanced with good governance and a commitment to long-term sustainability.
In a powerful message, UN Secretary-General Mr. António Guterres underscored the dual nature of tourism. “Tourism is a powerful engine of opportunity,” he stated, “It creates jobs and strengthens bonds between people and places… Yet, it can also damage the very places and communities it celebrates.” Guterres urged a “bold, urgent, and sustainable transformation that puts people and planet first,” calling for investments in education and skills for marginalized communities, support for local businesses, and a commitment to protecting the environment.
The event’s host, Dato Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts and Culture, expressed his country’s pride in welcoming the world. “Tourism is not just about visiting beautiful places; it’s about creating positive change, protecting our planet, and enriching lives,” he said. He added that Malaysia’s mission is to make tourism “a force for good,” ensuring that the country’s natural wonders and diverse cultures are preserved and that local community’s benefit.
A central concept of the day was that sustainable transformation must be built on a foundation of effective governance and people-centric planning. The conference noted that while tourism has immense growth potential, nearly half of young people in emerging destinations lack the training to participate effectively. To close this gap, experts stressed the need for high-quality educational and vocational programs tailored to the evolving needs of the sector.
The event also focused on the importance of responsible investment and innovation. While the sector attracted over $126 billion in greenfield foreign direct investment between 2019 and 2024, speakers urged that future investments must prioritize long-term community benefits, climate action, and resilience. “Investments must be smarter and more sustainable,” a concept note from the conference stated, emphasizing the need for public and private stakeholders to align growth with global climate goals.
The day concluded with an urgent call to action. “The time to act is now,” the final message declared, urging all stakeholders to commit to making tourism a platform for systemic and sustainable change. The hope is that through strategic planning and collective effort, tourism can not only foster peace but also “empower, regenerate, and sustainably transform our world.”
