World Tourism Day 2025: Spotlight on Sustainable Transformation

Today nations around the globe mark World Tourism Day, a yearly observance established by the United Nations World Tourism Organization (UNWTO) to recognize the far-reaching impact of tourism on economic growth, cultural exchange, social inclusion and environmental sustainability.

The theme for this year is “Tourism and Sustainable Transformation,” emphasizing the urgent need for the tourism sector to adapt in ways that respect both people and planet. Countries are being encouraged to adopt more inclusive and resilient tourism models, promote green investments, protect heritage and biodiversity, and ensure that local communities benefit equitably from tourism.

Official celebrations are hosted this year in Melaka, Malaysia, a UNESCO World Heritage city which is showcasing how its own tourism development is aligning with sustainable practices—from heritage preservation to community engagement, and efforts to minimize environmental impacts.

Here are some of the key messages and outcomes being emphasized:

• Tourism is not only about leisure and travel, but also about jobs, cultural understanding, global connection, and economic opportunity.

• Transformations in tourism should ensure that its benefits are fairly shared—especially for marginalized or rural communities, youth, women, and those who often benefit least from tourism.

• Sustainability is central: protecting ecosystems, cultural sites, and reducing the negative environmental footprint of travel.

As the world continues recovering from recent global disruptions—pandemics, climate crises, economic uncertainty—World Tourism Day 2025 reminds governments, industry stakeholders, and travelers that tourism has both a responsibility and opportunity to be part of sustainable, inclusive transformation.