Tourism Opens Minds: A turning point for global tourism, UNWTO's recent initiative in Riyadh

World Tourism Day, celebrated every September 27 under the auspices of the United Nations World Tourism Organization (UNWTO), embodies the limitless potential and dynamism of the global tourism industry. This year, Riyadh, Saudi Arabia, playing host, focused on the theme of “Investing in People, Planet, and Prosperity.” The event aimed to realign tourism’s trajectory, merging traditional appeal with progressive undertones and sustainability.

World Tourism Day 2023 Themes & Messages

The “Investing in People, Planet, and Prosperity” theme dictated the narrative. For “People”, the stress on education and skill enhancement was paramount, especially given that many young aspirants in emerging destinations remain excluded from the sector due to lack of opportunities. The discussions moved beyond the confines of mere hotel management.

“Planet” saw the green transition in tourism take centre stage, with data showing a 131 per cent year-on-year (YoY) surge in global hotel investments, leaning heavily towards sustainable edifices. For “Prosperity”, the limelight was on the pivotal role of digitalisation and its promise to rejuvenate the industry post-pandemic.

Amidst this, the “Tourism Opens Minds” initiative was launched. In an era where tourists lean towards well-trodden paths, this endeavour seeks to alter travel inclinations, championing lesser-known locales. More details about Riyadh School of Tourism and Hospitality were also unveiled at the event.

First announced in 2021, the larger aim behind the school remains – becoming the first student-centric academy to unite all the different aspects of tourism. The academy also intends to emerge as a platform to empower the next gen of tourism and hospitality leaders and bridge the global tourism skills gap.

His Excellency Ahmed Al-Khateeb, Minister of Tourism of Saudi Arabia, said: “The Riyadh School of Tourism and Hospitality is Saudi’s gift to the world…As we invest in the next generation of tourism professionals, we are not only securing the industry’s future but also fostering a legacy of excellence that will drive prosperity, stimulate individual growth of citizens and foster cultural exchange for years to come.”

State of Tourism in 2023

The backdrop of optimism was palpable. UNWTO’s data reflected a promising trajectory, with tourism expected to reclaim 80-95 per cent of its pre-pandemic glory by end-2023. However, a concurrent YouGov survey pointed to existing inertia, with many favouring familiar terrains.

• 66 per cent of tourists prefer traveling to familiar countries
• 67 per cent tend to travel to destinations that they have previously visited or have heard from their network

This contrast only bolstered the need for transformative initiatives like “Tourism Opens Minds”.

Initiatives and Actions

“Tourism Opens Minds” transcended the rhetoric, promising holistic growth with its comprehensive approach, roping in government stakeholders, the private sector, and travellers. The crux of this initiative was to combat over-tourism, promote environmental conservation, and ensure equitable growth.

UNWTO Secretary-General Zurab Pololikashvili’s vision resonated deeply, championing tourism as a bridge to global understanding and unity.

Pledge and Symbolism

The day’s zenith was the unveiling of a new emblem for “Tourism Opens Minds”, amalgamating the myriad colours of global flags, symbolizing unity, and the pledge announcement by Winston Duke as UNWTO ambassador during the gala dinner in At-Turaif, a UNESCO World Heritage Site. Accompanying this was a Pledge to champion accessibility to lesser-known destinations, foster welcoming environments, and endorse an open mindset.

Investment in Tourism Education

Education took centre stage with the announcement of the Riyadh School of Tourism and Hospitality, a collaboration between UNWTO and Saudi Arabia’s Ministry of Tourism. Beyond the prevalent focus on hotel management, this institution promises a comprehensive curriculum, aiming to sculpt future industry leaders.

Qatar Tourism’s Presence and Achievements

At the heart of the event stood Qatar Tourism (QT), demonstrating its vigorous strides in the tourism domain. Their delegation not only actively engaged with regional tourism ministers and luminaries but also fortified strategic alliances. Two Memorandums of Understanding (MoU) were inked with renowned Saudi tour operators, Al Matar and Al Mosafer, aiming to position Qatar as the go-to for families and leisure-seekers from Saudi Arabia. Saad bin Ali Al Kharji, Deputy Chairman of Qatar Tourism, underscored Qatar’s unwavering drive towards its visionary 2030 tourism strategy.

A Legacy for the Future

World Tourism Day 2023, in Riyadh, has undeniably sowed the seeds for a brighter, more inclusive, and sustainable future in global tourism. With the roadmap illuminated by the initiatives and collaborations birthed, the world looks forward to a harmonious and interconnected tomorrow in tourism.