UN Tourism: A New Brand for Global Travel and Sustainable Development

By Ivan PetrenkoJan 25, 2024 05:48 AMNews
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The Palais des Nations UN Headquarters in Geneva
The Palais des Nations UN Headquarters in Geneva. Source: unsplash

In a striking move to streamline its global image, the United Nations' tourism agency has embraced a significant rebranding, adopting the name "UN Tourism." This change marks a departure from its former, more cumbersome title, "United Nations World Tourism Organization," and its acronym "UNWTO," signaling a shift towards greater accessibility and clarity in its mission.

A Shift Initiated at Samarkand General Assembly

Hints of this transformation surfaced last October, when an attendee at the General Assembly in Samarkand shared insights via a LinkedIn post. This rebranding aligns with similar efforts in the tourism industry, notably mirrored by New York City’s tourism bureau, which rebranded itself from NYC & Company to NYC Tourism + Conventions.

The Essence of 'Tourism': Embracing Clarity and Relatability

Selecting "tourism" as the central theme, the UN aims to enhance relatability and clear communication. This simplification is not merely cosmetic; it also serves a practical purpose in digital navigation. The previous overlap with the World Trade Organization in online searches is now resolved, easing the path for individuals seeking information about global tourism.

A New Tagline for a Connected World

Accompanying the name change is the introduction of a new tagline: "Bringing the world closer." This phrase encapsulates UN Tourism's commitment to fostering global connections through sustainable travel.

Implementing the Brand Across Platforms

Over the coming months, this refreshed brand identity will permeate all UN Tourism touchpoints. From the website and social media channels to the data dashboard, the agency is ensuring a cohesive and updated presentation of its new image.

UN Tourism: A Pillar of Sustainable Development

Based in Madrid and comprising 160 member states and numerous private sector affiliates, UN Tourism stands as a pivotal organization in the promotion of sustainable tourism. Its mandate extends beyond mere promotion; it actively develops initiatives to assist destinations in growing their tourism sectors sustainably and is a key player in hosting global events. As a trusted source of global tourism data, UN Tourism is at the forefront of guiding the industry towards a sustainable future.

As the tourism landscape evolves, UN Tourism's rebranding represents a significant step in aligning its mission with the needs of a dynamic world, striving to make global travel more accessible, understandable, and sustainable.

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