This year, the UN Tourism marks its 50th anniversary, a milestone that encapsulates over five decades of development, adaptation, and leadership in the global tourism sector.
The journey began with the founding of the International Union of Official Travel Organisations [IUOTO] in 1947, transformed into World Tourism Organisation [WTO] in 1975, and ultimately became the UNWTO under the auspices of the United Nations in 2003.
Today, as UN Tourism celebrates its half-century, we reflect on its evolution and its pivotal role in shaping the global tourism landscape.
The Beginnings: The International Union of Official Travel Organizations [IUOTO]
The story of the UN Tourism Organisation starts in the aftermath of World War II when the global tourism industry was struggling to recover from the devastation caused by the conflict. In 1947, a coalition of national and regional tourism organisations came together to form the International Union of Official Travel Organizations [IUOTO].
The primary goal of IUOTO was to support the post-war revival of international tourism, which had been severely disrupted by the war. IUOTO’s founding members included national tourism organisations and state-run tourism bodies from around the world. The union worked to coordinate efforts to promote travel, establish industry standards, and create a unified voice for the growing global tourism sector.
During this early period, IUOTO focused on several key objectives: enhancing international cooperation, improving tourism-related infrastructures, promoting cultural exchange, and addressing the economic impact of tourism in individual countries. It played a crucial role in creating an international tourism network that would lay the foundation for the future success of global tourism.
The Transition to the World Tourism Organization [WTO]
By the 1970s, the global tourism landscape had evolved significantly. The post-war boom in international travel and the rise of mass tourism meant that the industry had grown beyond its early stages. In response to these changes, the IUOTO underwent a reorganization to reflect its expanded responsibilities and to address emerging issues in the tourism sector.
In 1975, the World Tourism Organization [WTO] was officially established, with a broader mandate and greater capacity to influence policy at the global level. Unlike the IUOTO, which had been focused mainly on promoting travel and providing services for official tourism bodies, the WTO was positioned as a specialised agency that would provide policy guidance, technical assistance, and capacity-building in tourism development.
The WTO sought to harness the economic, social, and cultural benefits of tourism while also addressing challenges such as sustainability, equity, and the responsible management of tourism resources.
The WTO worked closely with governments, international organizations, and the private sector to develop tourism as a key driver of economic growth. It also established programs to ensure that tourism would have a positive impact on local communities and environments, laying the groundwork for sustainable tourism practices.
The Shift to the United Nations World Tourism Organisation [UNWTO]
The WTO’s transformation into the United Nations World Tourism Organisation [UNWTO] in 2003 marked a new era for the organisation. This shift was part of a broader effort by the United Nations to integrate tourism into its development agenda. The UN recognised tourism as a vital part of global economic development, poverty alleviation, and intercultural dialogue.
As the UNWTO, the organisation gained further legitimacy and influence on the global stage, with a stronger focus on the sustainable development of tourism, human rights, and the protection of cultural heritage. The UNWTO became instrumental in promoting the concept of sustainable tourism, encouraging practices that minimize negative environmental and social impacts while maximizing the economic benefits of tourism for host communities.
One of the most significant initiatives launched by the UNWTO was the Global Code of Ethics for Tourism, adopted in 1999. This code outlines guidelines for responsible tourism practices and calls for the respect of cultural diversity, the protection of the environment, and the fair treatment of workers in the tourism industry. The UNWTO has since continued to advocate for these principles while working on major global campaigns such as the International Year of Sustainable Tourism for Development in 2017.
UN Tourism over 50 Years
Global Advocacy: UNWTO has been a leader in advocating for the tourism sector’s contributions to the economy and society, with tourism now recognised as one of the world’s largest and fastest-growing industries. Its annual reports and data collection efforts have provided valuable insights into global tourism trends and their economic impact.
Sustainable Tourism Initiatives: From the beginning, the UNWTO has promoted the idea of tourism that balances economic, social, and environmental sustainability. Its role in advancing sustainable tourism has been central to its mission, and today it continues to encourage destinations to embrace responsible tourism practices.
Capacity Building and Technical Assistance: Through its technical assistance programs, UNWTO has helped developing countries build their tourism infrastructure, improve services, and create jobs in the tourism sector. The organisation’s capacity-building initiatives have been key to enhancing the skills of tourism professionals globally.
Promoting Tourism as a Tool for Development: UNWTO has consistently championed tourism as a means to promote socio-economic development, particularly in developing and least-developed countries. By encouraging local entrepreneurship, creating employment opportunities, and fostering cultural exchange, tourism has been shown to be an effective tool for poverty reduction and community development.
The Future of UN Tourism
As UNWTO celebrates its 50th anniversary, the organisation is looking toward the future of tourism, one that is increasingly focused on sustainability, technology, and inclusivity. With the rise of digital technologies, the sector is witnessing a transformation in how people travel, interact with destinations, and access services. The UNWTO is working to ensure that the tourism sector embraces these changes in a way that benefits all stakeholders, including local communities, tourists, and businesses.
Moreover, as the world faces challenges such as climate change, political instability, and the need for greater inclusivity, the UNWTO is focusing on creating a tourism ecosystem that supports resilience, diversity, and equity. By advocating for responsible travel behaviours, ethical tourism, and inclusive policies, UNWTO aims to ensure that tourism remains a force for good in the world.
50 Years of Impact and Progress
The journey of the UN Tourism Organisation, from its early days as IUOTO to its current status as UNWTO, has been one of evolution and expansion, marking five decades of contributions to the global tourism industry. As the world celebrates the 50th anniversary of UN Tourism, the organisation stands as a testament to the power of international cooperation and collaboration in shaping a sustainable and prosperous future for tourism.
With a legacy of promoting sustainable development, fostering economic growth, and encouraging cultural exchange, the UNWTO’s work remains more relevant than ever. As we move into a new era, the organisation’s commitment to shaping the future of tourism for the benefit of people, communities, and the planet remains steadfast.
The needed Reforms that must be made
UN Tourism needs to undergo reforms to align with best practices followed by other UN agencies. One key reform that is urgent is limiting the term of the Secretary General to a maximum of two terms, rather than allowing the current head to manipulate the system for a third term.
Another necessary change is the introduction of a system where each continent nominates a representative to serve a single, non-renewable term of no more than four years. Currently, the continental directors often prioritise their own personal interests, leading to selfish behaviour that has hindered the organisation’s progress.
Zurab Pololikashvili’s obsession with securing a third term as secretary general is misguided, as it seems to be driven by a desire to mirror the tenure of Francesco Frangialli, who served from 1997 to 2009. However, that period occurred in a time when the organisation operated more like a regular institution, not as a specialised United Nations agency, which now has a strict two-term, four-year limit for all heads of its agencies.
It’s important to acknowledge and appreciate the pivotal role played by the African Travel Commission [ATC]. The ATC was key in the transformation of IUOTO into the WTO and also initiated the creation of September 27th as World Tourism Day [WTD], marking the day this historic change occurred.
By Lucky Onoriode George, Executive Director, African Travel Commission [ATC] www.africantravelcommission.org [Accra, Ghana].