UN Tourism has successfully held two official forums at the Expo 2025 in Osaka, Japan, bringing together leaders from both public and private sectors to discuss critical focus areas in global tourism.

Antonio López De Ávila, the UN Tourism director of innovation, education, and investment, expressed pride in showcasing that tourism serves not merely as a sector but as a powerful catalyst for sustainable development, social inclusion, and technological advancement.

At UN Tourism, we are placing women’s talent at the heart of this journey, supporting the creativity, leadership, and resilience of women across the globe. We also prioritize investments. We work to ensure every dollar invested contributes to a greener, fairer, and more resilient future.

Celebrating Women in Tourism

The Celebrating Female Founders Forum took place on April 28, focusing on elevating female-led innovation and promoting inclusion within tourism technology while highlighting the importance of mentorship networks.
The event underscored women’s critical roles within the tech startup ecosystem while exploring strategies for overcoming challenges to build a more inclusive tech industry. Key panelists included senior female executives from leading travel groups and digital tourism platforms.

During a lively pitching session, women founders from Japan (ByFood), Korea (NomadHer), UAE (Xenios Academy), SAR (Shake to Win), and the US (Greether) presented innovative business models, demonstrating how technology aligns with sustainable growth and social impact.

Investing in the Future of Global Tourism

From 2019 to 2024, the Asia-Pacific region drew 442 foreign direct investment (FDI) projects in tourism, with a total capital expenditure of $37.55 billion, generating over 77,000 jobs and involving 274 companies in various locations. Japan alone accounted for 33 projects totaling $2.57 billion in investment.
To leverage this potential, UN Tourism hosted the Global Tourism Investment Forum: Co-creating Culture for the Future on April 29, outlining investment trends and sustainable, community-centered tourism development strategies.

Private sector leaders from firms like JTB, Kansai Airports, and Hyatt played significant roles in the discussions, affirming that successful tourism investment encompasses more than just infrastructure; it fundamentally revolves around people, culture, and long-term impact.