World Tourism Day 2025 shines a spotlight on the transformative potential of tourism as a catalyst for positive change. However, fully harnessing this potential requires more than simple growth. Effective governance, strategic planning, rigorous monitoring, and the establishment of clear priorities that align with long-term sustainability goals are also essential elements.

Tourism is more than an economic sector; it is a driver of social progress that supports education, creates jobs, and generates new opportunities for all. Realizing these benefits necessitates the adoption of a well-planned and inclusive approach that prioritizes sustainability, resilience, and social equity at the heart of tourism development and decision-making.

The shift towards sustainable tourism must begin with effective governance and people-centered planning. It’s crucial to invest in education and training, particularly for youth, women, and communities at risk of exclusion. Despite the inherent growth opportunities in tourism, nearly half of the youth in emerging destinations lack the necessary training for full participation. Addressing this gap requires governments and stakeholders to prioritize the creation of high-quality and accessible educational and vocational training programs that adapt to the evolving needs of the tourism sector, equipping people with the relevant skills for collective progress.

Strategic innovation and responsible entrepreneurship must also propel tourism. Digitalization and innovative business models offer immense opportunities. Thus, supporting micro, small, and medium enterprises and startups, particularly those led by women and youth, can significantly contribute to inclusive prosperity and sustainable economic diversification.

On the other hand, sustainable investments are also a powerful tool for transformation. Between 2019 and 2024, the sector attracted over 2,300 projects of foreign direct investment in new initiatives, representing $126 billion. However, prioritizing investments that provide long-term benefits to the community, foster resilience, and promote climate action is crucial. It is preferable for these investments to be smarter and more sustainable. Therefore, public and private actors should collaborate to align growth with climate objectives, social impacts, and innovation, following the guidelines in the Principles for Sustainable Investment in Tourism.

Responsible management of natural resources is another fundamental aspect. Stakeholders in the tourism sector must anticipate their effects and ensure significant reductions in emissions, conservation of biodiversity, and investment in resilient infrastructure to safeguard our natural resources and ecosystems, ensuring resource availability for future generations.

This World Tourism Day is a clear and urgent call: it is essential to commit to making tourism a platform that fosters systemic and sustainable transformation, guided by effective governance, strategic planning, rigorous monitoring, and evident collective priorities. Tourism holds the power not only to promote peace but also to drive empowerment, regeneration, and sustainable transformation in our world. It is time to act. Let’s harness the full potential of tourism to build a more sustainable, inclusive, and resilient future for all.