United Nations Tourism Ushers in a New Era of Global Travel

In a landmark move, the United Nations specialized agency for tourism has rebranded itself as United Nations Tourism. This significant change heralds a new chapter in the global travel sector, with a reinforced commitment to fostering social and economic advancements that prioritize both people and the environment.

The rebranding process, executed with the expertise of the leading branding agency Interbrand, involves more than a mere name change from UNWTO to United Nations Tourism. According to travel2latam article, It represents a strategic shift towards a renewed vision for global tourism. Central to this new brand narrative are themes of altruism, global connectivity, and proactive movement, underlining the UN's stature as a benevolent global force.

This change in identity, widely endorsed by member states, signifies a deeper engagement of United Nations Tourism with its members, partners, and the broader tourism sector. With a global presence that includes 160 Member States and numerous private sector affiliates, and regional offices in Nara, Riyadh, and upcoming ones in Rio de Janeiro and Morocco, United Nations Tourism cements its position as a leader in global travel and development.

United Nations Tourism aligns its priorities with the United Nations 2030 Agenda for Sustainable Development. Its focus areas include promoting sustainable tourism, quality education, job creation, talent identification, and accelerating climate action in the tourism sector. The organization works in close collaboration with member states, travelers, local communities, and various organizations, driving forward its vision for sustainable global travel.

Zurab Pololikashvili, UN Secretary-General of Tourism, underscores the organization's role as a catalyst for universal prosperity. He emphasizes the importance of improving well-being, protecting the natural environment, spurring economic growth, and fostering international harmony.

The rebranding extends beyond the name, introducing a fresh visual language, symbolizing the dynamic nature of tourism and the importance of putting people first. The new slogan, "Bringing the world closer," is embodied in the visual representation of a human figure shaped by a Pangea-like globe.

The rollout of the new brand will be a phased process, beginning with digital platforms and extending to physical spaces and promotional materials. This gradual implementation reflects United Nations Tourism's commitment to leading a sustainable and connected future in global travel, setting a new standard for the sector.