Magazine of the World Tourism Organization

UNWTONews www.UNWTO.org . Issue 1/2010

uncertainty
Green economy Unemployment

public-private partnership (PPP)

Climate change
Cooperation Energy prices

Innovation

Sustainability

Pent-up
demand

Moderate
inflation

Stimulus measures
Low interest rates

Tourism outlook
On Track for a
Rebound
...page 05 2010
World Tourism Organization
Committed to Tourism, Travel and the Millennium Development Goals
 04 06 16

CONTENT

VIEWPOINT
On the Rise 03

unwto host country

UNWTO and Spain heading towards the same Destination 04
The King of Spain meets UNWTO Secretary-General 04

world tourism BAROMETER

On Track for a Rebound 05

Climate change and tourism

Travel & Tourism after Copenhagen 06
UNWTO calls on the Tourism Community to Seal the Deal 07

UNWTO GENERAL ASSEMBLY

Shaping the Future of Tourism 08
New Management Team 09

COVER STORY 2009 ministers’ summit

The world’s tourism industry
Making the Case for Tourism at the 2009 Ministers’ Summit 10
will look back on 2009 as one
of the toughest years in history. T20 to meet for First Time in South Africa 11
Although recovery seems to International Summit on Tourism, Sport and Mega Events 11
be on track, it is important to
remain vigilant.
AGENDA
UNWTO Events 2010 12

fairS
Fitur 2010 sets the Stage for Innovative Tourism Initiatives 13
World Tourism Organization
Capitán Haya, 42 28020 Madrid, Spain
World Tourism Day
Tel.: +34-91-567-8100, Tourism celebrates Diversity on WTD 2009 14
Fax:+34-91-571-3733
comm@UNWTO.org,
www.UNWTO.org MEDIA RELATIONS
UNWTO enters Strategic Partnership with CNN International 15

recycle Debating tourism

When you have finished with 2010 Tourism Forum looks beyond the Economic Crisis 16
this magazine please recycle it

Taleb Rifai Secretary-General UNWTO News provides information on the work of the World Tourism Organi-
Marcio Favilla Lucca de Paula, Frédéric Pierret, Zoltán Somogyi zation (UNWTO),
Executive Directors
José García Blanch Director of Administration It is produced in English, French and Spanish, and is available in electronic
Marcelo Risi Media Officer form at www.UNWTO.org.
Kate Holmes Journalist Articles may be reproduced, provided they are accompanied by the words “Re-
Alla Peressolova Fairs and Communications Assistance Officer printed from UNWTO News“, along with the date and issue.
Beatriz Cordero del Val Design and Layout
ISSN 1014 - 7276

2 . UNWTO NEWS 2009 UNWTO.org UNWTO: Committed to Tourism, Travel and the Millennium Development Goals
 “Our Roadmap for Recovery, which
was endorsed by our 18th General
Assembly in October 2009...will serve
as a template for action and support to
our Members ”

VIEWPOINT | On the Rise

2010 is expected to be the year of the beginning of a clear global recovery with encouraging signs that
the global economic downward trend which began in September 2008 may have started to bottom
out.

With improving macroeconomic conditions, consumer confidence is expected to pick up speed again,
and tourism is projected to react positively.

But while worldwide statistical averages might indicate an upswing, there are
still a number of uncertainties. Rising unemployment and increasing public
deficits will translate into fiscal pressure, with varying results between re-
gions and destinations.

Against this complex backdrop, one thing is clear: we cannot go back to

business as usual.

Global leaders must seize the spirit which united the world community in
confronting these challenges and take the opportunity to craft a truly sus-
tainable future. Otherwise we will again fall into the trap which produced the
crisis out of which we are slowly emerging, but with an immensely added
burden, the threat of a climate collapse.

UNWTO is committed to addressing the economic and environmental chal-

lenges in the transformation to the Green Economy. Our Roadmap for Re-
covery, which was endorsed by our 18th General Assembly in October 2009,
is part of this framework and will serve as a template for action and support
to our Members.

Taleb Rifai
Secretary-General

The World Tourism Organization, a United Nations specialized agency, is the leading international
organization with the decisive and central role in world tourism. It serves as a global forum for
tourism policy issues and a practical source of tourism know-how. Its membership includes 154
countries, seven territories and more than 400 Affiliate Members representing local governments,
tourism associations and private enterprise.

UNWTO: Committed to Tourism, Travel and the Millennium Development Goals UNWTO.org UNWTO NEWS 2009 . 3
 UNWTO and Spain
heading towards the same destination

With a thriving tourism sector and the headquarters

of the United Nations World Tourism Organization in
The King of Spain meets its capital, Spain’s Presidency of the European Union
(EU) is a unique opportunity for the country to take
UNWTO Secretary-General
on a global leadership role in the promotion of
sustainable tourism.
All parties agreed that tour-
ism has a special relevance in Spain
and that the six-month Spanish
Presidency of the European Union
presented an important opportu-
nity to strengthen tourism in the
country. There was also strong en-
couragement for collaboration with
the ‘Union for the Mediterranean’,

2009
saw the first ever
official visit of the head of UNWTO
to the Spanish Royal Palace when
his Majesty, King Juan Carlos I, met
with UNWTO Secretary-General,
Taleb Rifai. During his audience
with the King (December 2009),
Taleb Rifai outlined the economic
prospects of tourism in Spain to-
gether with the Spanish Secretary
of State for Tourism, Joan Mesqui-
da Ferrando.
Spain, UNWTO member since 1975
International tourist arrivals
2006
2007
2008
the framework for multilateral re-
lations between the EU and the
Mediterranean non-EU countries,
in the support of sustainable tour-
ism across the region.
The meeting typifies the close
relations and long history of coop-
eration between UNWTO and its
host country Spain. UNWTO looks
forward to collaborating with Spain
during its EU Presidency and over
the coming years in the ongoing
promotion of travel and tourism.
million
58,0
58,7
57,2
This has been the message UNWTO Secretary-General, Taleb Rifai,
has been taking to top Spanish politicians as UNWTO continues to
strengthen its already close relationship with its host country Spain.
Mr. Rifai met with the Prime Minister of Spain, José Luis Ro-
dríguez Zapatero, at the Moncloa Palace in Madrid (November 2009),
where both agreed to continue collaborating closely to promote and
support the tourism industry. Prime Minister Zapatero was also in fa-
vour of a more visible presence of the United Nations in Spain, where
UNWTO is its lead entity as the only UN specialised agency with its
permanent headquarters in the country.
The Spanish leader and Mr. Rifai identified the six-month
Spanish Presidency of the European Union, beginning 1 January, as
an opportunity to highlight the value of tourism and its contribution to
the economy, job creation and the mitigation of climate change. At the
same time, the Spanish Presidency is committed to supporting the UN-
WTO Roadmap for Recovery (see page) to drive the tourism agenda in
the Mediterranean and across Europe.
Mr. Rifai also met with Patxi López ( October 2009 ), the Presi-
dent of the autonomous government of the Basque Country, on a trip
to the north of Spain. There he welcomed initiatives from the Basque
Country to promote itself as a tourist destination in line with UNWTO
calls for sustainable, responsible and accessible tourism.
Spain has long been aware of the benefits of tourism as

‘‘
International tourism revenues US$ - billions
2006 58,0 Working in collaboration with UNWTO and capitalizing
2007 58,7 on the Spanish Presidency of the EU, Spain can and must
2008
continue advancing the sustainable development of the
57,2

International tourism destination ranking

travel and tourism industry
”
by arrivals by revenues a driver of jobs, economic growth and development. As one of the
2006 2 nd
2nd world’s top tourism destinations, Spain is currently the second world-
2007 2nd 2nd wide earner from tourism and the first in Europe. Tourism is therefore a
leading industry in the country and one the country is eager to support
2008 3rd 2nd and promote.

Sources: Spanish Ministry of Industry, Tourism and Trade and UNWTO

4 . UNWTO NEWS 2009 UNWTO.org UNWTO: Committed to Tourism, Travel and the Millennium Development Goals
 International Tourism Outlook 2010:
On Track for a Rebound
• Decline rates of international arrivals have eased in recent months
• 2009 results are better than expected totalling 880 million international arrivals
• Economic indicators have improved in some major source markets
• In 2010 UNWTO forecasts international arrivals to grow between 3% and 4%
There is no doubt that the world’s tourism
industry will look back on 2009 as one of the
toughest years in history. On top of a series of
political tensions and natural disasters, the in-
dustry had to face the fall-out from the econom-
ic crisis and the A (H1N1) influenza pandemic.
While the industry has been tested often in the
past, never has it had to contend with so many
challenging issues at the same time.
Last quarter of 2009 sees return to
growth in international tourism
International tourist arrivals fell by 4% in 2009
but the 2% upswing in the last quarter of the
year indicates a change of trend after the drop
of 10%, 7% and 2% in the first three quarters
respectively. Asia and the Pacific and the Middle
East led the recovery with growth already posi-
tive in both regions in the second half of 2009,
according to the January edition of the UNWTO
World Tourism Barometer.
“The figures of recent months suggest
that recovery is underway, and even somewhat
earlier and at a stronger pace than initially ex-
pected”, said UNWTO Secretary-General, Taleb
Rifai.
Receipts for 2009 are estimated to have
decreased by 6% given that as in previous cri-
ses, consumers tended to trade down, travel
closer to home or for lesser time. In several
destinations domestic tourism endured the cri-
sis better and even grew significantly, often with
the support of specific government measures.
This was the case among many other countries,
of Brazil, China and Spain, where the domestic
market, representing a large share of the total,
contributed to partially offsetting the decline in
international tourism.
2010 – A “year of transformation”
Overall economic indicators also suggest an
increasingly solid basis to regain optimism. The
International Monetary Fund (IMF) stated at the
beginning of this year that the global recovery is
occurring “significantly” faster than expected.
Against this backdrop UNWTO fore-
casts a growth in international tourist arrivals of
between 3% and 4% in 2010. By region, Asia is
expected to continue showing the strongest re-
bound, while Europe and the Americas are likely
to recover at a more moderate pace. Growth is
UNWTO: Committed to Tourism, Travel and the Millennium Development Goals
expected to return at a
stronger pace also to
the Middle East while
Africa will continue its
positive trend ben-
efiting from the extra
boost provided by the
2010 FIFA World Cup
in South Africa.
As a result,
2010 while still being
a demanding year,
promises to be a ‘year
of transformation’.
On the nega- Souce: World Tourism Organization (UNWTO)©
tive side, unemployment is expected to con-
tinue rising with economic growth still fragile in ing structural weaknesses and decision takers
major source markets, especially in Europe and can seize the opportunity to implement strate-
the USA. Furthermore, oil prices remain volatile gies fostering sustainable development and the
and taxes might rise to balance public accounts. transformation to the Green Economy.
Non-economic challenges also continue. On the
one hand, security threats and the potential of Staying alert
increased related hassle and costs for travellers Although recovery seems to be on track, it is im-
remain. On the other, experience from previ- portant to remain vigilant. “Many countries were
ous pandemics shows that the evolution of the quick in reacting to the crisis and actively im-
H1N1 influenza still poses uncertainty. plemented measures to mitigate its impact and
While these factors will do little to in- stimulate recovery. Although we expect growth
crease tourism demand, consumer confidence, to return in 2010, a premature withdrawal of
so crucial for tourism growth, seems to be pick- these stimulus measures and the temptation
ing up, while interest rates and inflation are ex- to impose extra taxes may jeopardize the pace
pected to remain low, easing perspectives for of rebound in tourism. As highlighted in the
tourism businesses and bringing some relief to UNWTO Roadmap for Recovery (see page 9),
households.
In this context,
there is scope for a The figures of recent months suggest that recovery is under-
revival among source
markets which were
way, and even somewhat earlier and at a stronger pace than
hard hit in 2009 such initially expected
as the Russian Federa-
tion or the UK. This could be further leveraged the sector can make a vital contribution to eco-
by the fact that a slump is generally followed by nomic recovery, particularly as a primary vehicle
a rebound due to pent-up demand. Destinations for job creation and the transformation to the
are expected to actively factor in this opportu- Green Economy. But to do so we need serious
nity, together with stakeholders maintaining the global policies that are supportive of tourism”,
momentum of the spirit of cooperation and part- said Mr. Rifai.
nership bred by the crisis.
The tourism sector is starting 2010 on a
For the latest trends in international tourism:
stronger basis, having proven flexible in dealing
UNWTO World Tourism Barometer:
with rapid shifts in demand and volatile market
http://www.UNWTO.org/facts/eng/barometer.htm
conditions. On a long term perspective, the cri-
sis provided an opportunity to address underly-
UNWTO.org UNWTO NEWS 2009 . 5
 Following months of talks and weeks of fierce negotiations, the ‘Copenhagen
Accord’ emerged from the 2009 Climate Change Conference in Copenhagen
(COP15) as the first real step to fighting climate change in the 21st century.
This political deal to cap temperature rise, reduce emissions and raise finance
is expected to be followed by an agreement with legally-binding provisions
later this year, giving national governments enough time to ratify the agree-
ment before the Kyoto protocol expires in 2012.

Travel & Tourism

after Copenhagen
While only a first step, the results are encouraging, particularly if one
considers that 192 countries were at the table, with different short-term
concerns and objectives, although with the highly valuable common
denominator of wanting to stop climate change. Indeed, as the largest
gathering of heads of state and government in the history of the UN, the
conference marked a turning point in how the world confronts climate
change, an issue with profound implications for the health and prosperity
of all people.
A new political dynamic has become apparent, revealing invested
concern from world leaders and calls for real and measurable action. Cli-
mate change is now firmly entrenched in the global agenda and critical
negotiations for a greenhouse gas emissions framework will continue to
demonstrate that climate policy must be more than just symbolic.
Given tourism’s position at the frontline of the climate change is-
sue, as well as its global economic and social value, the industry has an
important place in this new reality.
Travel & Tourism and the Climate Imperative
The sustainability of the environment and that of the travel and tourism in-
dustry are mutually dependent. The industry is highly-climate sensitive with
the effects of a changing climate having considerable impacts on tourism
destinations. However, travel and tourism also recognises its responsibility
in accounting for around five per cent of global carbon dioxide emissions,
deriving mainly from air travel.
The Caribbean, Small Island Developing States, Southeast Asia
and Africa are the tourism regions thought to be most at risk from cli-
mate change. These regions are also the ones most dependent on the
economic contribution of tourism which has long been a vital contributor
to the global economy. Indeed, the industry has proved to be one of the
most effective ways of redistributing wealth from richer to poorer countries
and is also a catalyst for gender equality, cultural preservation and nature
conservation.
The dilemma is therefore how to tackle climate change while pre-
serving the economic and social benefits of tourism.
It is sustainable tourism that can effectively respond to the glo-
bal climate imperative, mitigating and adapting to climate change while
contributing through finance and technology exchange to a green travel
culture and sustainable growth in developing countries.
With its potential for green job and environmentally-friendly infra-
structure creation, sustainable tourism is well-placed to play a leading role
in the transformation to the Green Economy, while simultaneously contrib-
uting to the successful advancement of the UN Millennium Development
Goals. Indeed, the industry has often acted ahead of regulation to adopt
and disseminate standards and best practices on greenhouse gas (GHG)
mitigation and adaptation. Incentives and policies, as well as global sec-
toral approaches, supported by a ‘level playing field’ void of restrictions to
trade, will allow the industry to efficiently pursue the scale of change for
progressive transformation to occur. Only then can the true potential of the
industry be unlocked.
One Voice for Travel & Tourism
Against this background the travel and tourism industry must unite ef-
forts and speak with one voice to promote sustainable tourism’s role in the
climate response. By nature fragmented and represented worldwide to a
considerable extent by small and medium sized enterprises, the sector
needs to present a united front on critical issues that threaten the industry
and the economies which it supports.
This challenge set the framework for the joint side-event at COP15 by
UNWTO and the World Travel & Tourism Council (WTTC), ‘Addressing the
Challenges of Climate Change – Perspectives from the Travel & Tourism
Sector’.
The event brought together tourism leaders from the public and
private sector to voice the important steps taken by the industry towards
responsible growth and development. Examples of best practice were
presented in order to communicate to policy-makers travel and tourism’s
proactive approach to carbon emissions mitigation and adaptation.
“Joining forces for tourism in Copenhagen is a response to one of

Taking Stock of Climate Change Response

‘From Davos to Copenhagen and Beyond: Advancing
Tourism’s Response to Climate Change’ is the back-
ground paper presented at the COP 15 UN Climate
Change Conference in Copenhagen, Denmark.
The paper takes stock of the progress achieved
in this field, including the 2003 Djerba Declaration, the
2007 Davos Declaration, international capacity build-
ing and awareness raising efforts lead by UNWTO over
the years, as well as the response of Governments and
the private sector which followed.
Download ‘From Davos to Copenhagen and Beyond: Advancing
Tourism’s Response to Climate Change’
http://www.UNWTO.org/pdf/From_Davos_toCopenhagen_beyond_
UNWTOPaper_ElectronicVersion.pdf

6 . UNWTO NEWS 2009 UNWTO.org UNWTO: Committed to Tourism, Travel and the Millennium Development Goals
 the key recommendations of the UNWTO Roadmap for Recovery, high-
lighting the importance of building a strong public-private dialogue and
boosting strong partnerships. The great cross-cutting impact of our indus-
try makes it necessary to establish and maintain this close collaboration,” UNWTO calls on the
said UNWTO Secretary-General Taleb Rifai. “I am confident that together
Tourism Community to
we will contribute to a better positioning of travel and tourism in the global
climate response agenda”, he added.
SEAL THE DEAL!
From Davos to Copenhagen and Beyond
While the agreement reached in Copenhagen sets the foundation upon
which a resilient Green Economy can be developed, individuals and busi-
nesses also need a sound framework to make informed investment deci- As the clock ticked down to the UN Climate
sions and work to develop sustainable solutions. Over the past decade,
Change Conference in Copenhagen, UNWTO
UNWTO has been increasingly aware of its responsibility to provide this
framework and guide its members as they work towards a greener in-
joined the global chorus for a more sustainable
dustry. future with a call on the tourism community to
The 2007 UNWTO Davos Process included firm recommenda- “Seal the Deal!”
tions and a clear commitment for action to respond to the climate change
challenge including the urgent adoption of a range of sustainable tourism
The UN-led “Seal the Deal!” campaign aimed to galvanize political
policies. In the same year, UNWTO launched a ‘Climate and Tourism Ex-
will and public support for a fair, balanced and effective global agree-
change Service’ to enable tourism stakeholders access to research and
ment in Copenhagen. UNWTO took the campaign around the world
data and continued to actively engage with the public and private sectors
to its key international tourism events such as World Tourism Day
in taking concerted action against climate change. In the build-up to Co-
in Ghana, the UNWTO General Assembly in Kazakhstan, a special
penhagen, UNWTO markedly increased its efforts on the climate change
event with the Madrid Tourism Board in the Spanish capital and the
and tourism issue, launching the Hotel Energy Solutions Project (see page
Ministers’ Summit in London. Tourism leaders and stakeholders at
13) and promoting the ‘Seal the Deal!’ campaign.
these events stamped their support for action onto huge canvasses
Following Copenhagen, UNWTO will continue to lead initiatives in
which travelled across three continents, arriving into Copenhagen
the tourism sector consistent with UN-led climate negotiations. As an in-
as an expression of tourism’s support for tackling the climate chal-
dustry dependent on a sustainable future, there is much at stake for travel
lenge.
and tourism during climate negotiations and UNWTO will carefully follow
Recognising climate change as one of the central challeng-
political developments, working hard to raise awareness of the important
es of our age, UNWTO has been a vocal supporter of an inclusive
role of tourism and ensuring that mitigation policies do not reduce its ca-
and ambitious global agreement in Copenhagen. Its stance reflects
pacity to alleviate poverty. http://www.UNWTO.org/climate
UNWTO’s strong commitment to a greener and cleaner tourism in-
dustry. As a result of the strong interrelationship between climate
change and tourism, UNWTO has been leading initiatives in the tour-
The United Nations System delivering ism sector to tackle climate change since the turn of the century.

as one on Climate Change In particular, the UNWTO Davos Process initiated in 2007 acknowl-
edges the need for a long-term strategy for the sector to reduce its
UNWTO joined all the other United Nations agencies greenhouse gases and calls for financial and technological support
assembled in Copenhagen to send a clear message for developing countries to adapt to and mitigate the impacts of cli-
mate change. Developing countries tend to be the most vulnerable
that the UN is both “working and delivering as one”
to the effects of climate change yet contribute to it least, a factor
on climate change. UNWTO has always held firmly in mind and one of the key principles
of the Seal the Deal! campaign.
The commitment, which is being respected by all agencies in a
highly coordinated manner, was stressed by the UN Secretary-
General, Ban Ki-moon, at the UN high-level interactive debate on Climate Change Response – “Seal the Deal!” campaign at
the role of the UN system in addressing climate change. UNWTO Ghana, Kazakhstan, Madrid and London
Secretary-General, Taleb Rifai, represented the travel and tourism
industry at the session held on 16 December.
The high-level interactive debate was attended by del-
egates to the UN Climate Change Summit, observers and the pub-
lic at large.
Under the leadership of the UN Secretary-General, the
UN Chief Executives Board for Coordination (CEB) has under-
taken an extensive exercise in coordination to align the strengths,
capacities and expertise of the organizations of the UN system to
deliver as one in meeting the challenge of climate change.
The UN system is determined to provide coherent and
consistent support to the efforts of Member States at national, re-
gional and global levels in addressing climate change through
action on adaptation, capacity building, technology transfer, Re-
ducing Emissions from Deforestation and Forest Degradation in
Developing Countries (REDD) and other areas.
Further to its role within the UN system, UNWTO has em-
braced the challenge of responding to climate change by estab-
lishing collaborative partnerships, raising awareness, developing
guidance and providing support to its members and the travel
and tourism industry.

UNWTO: Committed to Tourism, Travel and the Millennium Development Goals UNWTO.org UNWTO NEWS 2009 . 7
5-8 October
UNWTO GENERAL ASSEMBLY
2009
Shaping the Future of Tourism
With international tourism facing its most pressing challenges in recent history – a global
economic downturn, rising carbon emissions and an unpredictable influenza H1N1
pandemic – there was ample ground for debate at the 18th session of the UNWTO General
Assembly held in Astana, Kazakhstan.
General Assembly
The General Assembly is the
principal gathering of UNWTO.
It meets every two years to
approve the budget and pro-
gramme of work and to debate
topics of vital importance to the
tourism sector. Every four years
it elects a Secretary-General.
The General Assembly is com-
posed of Full Members and
Associate Members. Affiliate
Members and representatives
of other international organiza-
tions participate as observers.
This 18th session of the
UNWTO General Assembly
was the first to have its own
dedicated website which will
serve as a template for future
Assemblies.
For more information on all the
Assembly activities, as well
as videos and the UNWTO
Assembly Daily visit:
http://www.UNWTO.org/ga
8 . UNWTO NEWS 2009 UNWTO.org
In the face of these challenges, Tourism Ministers
and senior officials from national tourism organizations,
as well as public, private and academic Affiliate Mem-
bers, took significant steps to demonstrate and clarify
the role of tourism in global development and the eco-
nomic and environmental agenda.
Tourism as a driver of economic
recovery and sustainable development
Coming together in Astana in the midst of a global
economic downturn, Tourism Ministers from around
the world unanimously endorsed the UNWTO ‘Road-
map for Recovery’ presented to the Assembly. Tourism
makes an indisputable contribution to local economies,
job creation and sustainable development, and can play
a lead role in the transformation to the Green Economy,
although it has not enjoyed the recognition it deserves
at the tables of policymakers and world leaders. The
Roadmap is a set of concrete guidelines aimed at sup-
porting not only the sector in its efforts to overcome the
economic crisis, but the global economy as a whole.
Through its spill-over effect onto other sectors of the
economy, the tourism industry can be the motor behind
economic recovery, especially if mainstreamed into eco-
nomic stimulus packages. The Roadmap is thus a call
from UNWTO and its Members to include tourism as
a key strategic component of national economic plan-
ning.
Participants also expressed widespread con-
cern at unnecessary burdens that are being placed
on travel at a time when the industry is struggling to
maintain demand. In particular, the Assembly opposed
the UK Air Passenger Duty, which raises taxes on pas-
sengers flying from British airports. It is feared that this
tax will have severe negative effects on those countries
most dependent on tourism, usually the world’s poorest
countries. In a show of support to the industry and in
UNWTO: Committed to Tourism, Travel and the Millennium Development Goals
recognition of its role in development, a Declaration on
the Facilitation of Tourist Travel was adopted. The Dec-
laration encourages governments to eliminate or reduce
barriers to travel in order to optimise its contribution to
economic growth and sustainable development.
Reinforcing UNWTO’s role
The General Assembly was also the stage for insti-
tutional changes within UNWTO itself. The Assembly
unanimously elected Taleb Rifai as Secretary-General for
the period 2010-2013. Mr. Rifai has served as Secretary-
General ad interim since March 2009 and had previously
been Deputy Secretary-General since February 2006.
Mr. Rifai expressed his commitment to work with his
new management team for greater transparency and ac-
countability, and for the Organization to become more
programme-based and results-oriented, as reflected in
his Management Strategy presented to the Assembly.
This progressive reform process will not only
provide enhanced leadership to the travel and tourism
sector but also allow UNWTO to continue to support and
service its Members as they work to promote responsible
and sustainable tourism. UNWTO continued to consoli-
date its membership. The Republic of Vanuatu became
the newest Full Member, and 89 new private and public
sector Affiliate Members also joined the UNWTO family.
Promoting tourism through the UN system
As the UN specialised agency for tourism, UNWTO is
committed to ensuring that actions taken by the indus-
try are in line with, and provide added benefit to, efforts
to achieve the UN Millennium Development Goals and a
sustainable global future. Tourism has an important part
to play in the global development and climate agenda
and has worked over the years to collaborate with other
UN agencies in their respective fields to further this role.
The General Assembly called for a comprehen-
sive global agreement at the UN Climate Change Confer-
ence in Copenhagen and endorsed the UN-led “Seal the
Deal!” campaign which aims to galvanize support for an
accord (see page 7). Along similar lines, the Assembly
reviewed and endorsed action taken by UNWTO in the
framework of the UN system to increase tourism’s pre-
paredness to respond to the H1N1 pandemic. UNWTO
has given strong support to the World Health Organiza-
tion’s efforts to issue case management guidelines and
has played an active part in top-level coordination efforts
with the UN System Influenza Coordinator (UNSIC).
The UNWTO, as the leading global tourism or-
ganization, is well placed to provide leadership and sup-
port to its Members as they navigate the difficulties of our
age. The major challenge remains to press for the rec-
 Senior officials
retiring
New Management Team At the end of 2009 two
senior officials retired from
UNWTO. Both contributed
As approved by the General Assembly in Kazajstan, three Executive Directors to the consolidation of the
Organization as the leading
have joined UNWTO as part of the Organization’s Management team. global tourism body and to
establishing tourism as one
These three high-level posts substitute the positions and Coordination (both retired at the end of 2009). The of the leading global activi-
of Deputy Secretary-General (previously held by Mr. Rifai), Executive Directors will focus on Competitiveness, Sustai- ties, particularly promoting
Assistant Secretary-General and Director of Programme nability and Partnerships. the potential to contribute
to sustainable development.

Geoffrey Lipman (UK),

Márcio Favilla Lucca de Paula
(Brazil)
As Brazil’s first Vice Minister of Tour-
ism, Mr. Favilla de Paula played a key
role in the structuring of the first
exclusive Ministry of Tourism in Bra-
zil. In this position he was actively
involved in the development and
implementation of the 1st National
Tourism Plan where he worked to in-
crease both tourism arrivals into the
country as well as domestic tourism
(2003-2007). Since 2007, Mr. Favilla
de Paula served as Vice Minister of
the Secretariat of Institutional Rela-
tions of the Presidency of Brazil.
Frédéric Pierret
(France)
Before joining UNWTO, Mr. Pierret
was the Director of Tourism in the
French Tourism Administration
(2005-2007). In this role, Mr. Pierret
oversaw projects to create new
standards for accommodation and
tourism municipalities in France
as well as designing new tools for
destination promotion. From 2007,
Mr. Pierret worked as an advisor for
UNWTO and was especially involved
in the design and implementation of
the System of Measures for Excel-
lence in Destinations.
Assistant Secretary-
General
Mr. Lipman joined UNWTO
in 2006 as Assistant Secre-
tary-General and Spokes-
person. Before joining the
Organization he was Special
Advisor of the Secretary-
Zoltán Somogyi General.
(Hungary)
Before joining UNWTO Mr. Somogyi
was Hungarian Ambassador to Mon-
tenegro. His experience in interna-
tional tourism includes work as a
tourist guide or the post of General
Director of International Relations of
Hungary’s largest travel agency. This
comprehensive experience led to Mr.
Eugenio Yunis (Chile) ,
Director of Programme
Somogyi becoming the President of
and Coordination
the Hungarian Tourist Office in 2005
Mr. Yunis joined UNWTO
and the State Secretary for Tourism
in 1997, first as Head of the
in 2006, where he made a valuable
Sustainable Development
contribution to the UNWTO Global
of Tourism Department and
Code of Ethics. since 2007 as Director for
Programme and Coordina-
tion.

The road ahead

ognition of tourism as a contributor to job crea-
tion, trade and development. Coming together
from all four corners of the world, to meet at the
geographical centre of Eurasia, the 2009 Gen-
eral Assembly reinforced the role of tourism as
a source of economic growth, reconfigured
UNWTO to better convey this role and sup-
ported the actions of the UN system to further
support the Millennium Development Goals and
climate change response.
For more information on all the Assembly activities,
as well as videos and the UNWTO Assembly Daily
visit: http://www.UNWTO.org/ga
The Roadmap for Recovery brochure is available at:
http://www.UNWTO.org/trc
The UNWTO ‘Roadmap for Recovery’ is addressed to
world leaders and decision makers as they seek to stim-
ulate the economy, support developing countries and
accelerate the transition to a more sustainable future. A
set of strategic guidelines, the Roadmap sets out how
the travel and tourism sector can recover from the global
downturn, support global economic recovery and play a
lead role in the Green Economy.
The Roadmap was presented at the General Assembly
and was approved as the central framework for future
action. The support Members gave to the initiative since
its inception, during its presentation and in the future will
be key to its promotion and implementation. The next
steps along the road to recovery will be to communicate
the central messages of the Roadmap globally so that
the sector can gain visibility and take full advantage of
global policy initiatives. The Roadmap for Recovery

UNWTO: Committed to Tourism, Travel and the Millennium Development Goals UNWTO.org UNWTO NEWS 2009 . 9
 Making the Case for Tourism at the
2009 Ministers’ Summit
Bringing together around 80 Tourism Ministers, as well as leaders from the tourism private sector, the UNWTO
Ministers’ Summit at the World Travel Market in London presented an opportune moment to reflect on what
have been the two most challenging years on record for the industry.
‘‘ Today we meet to debate
important questions.World
leaders are
working today as never
before.We should do the
same for a more responsi-
ble, competitive and
‘‘
sustainable tourism sector
UNWTO Secretary-General, Taleb Rifai,
addressing the Ministers’ Summit
UNWTO Ministers’ Summit. Roadmap For Recovery: sustainable tourism in challenging times.Keynote Speech; Taleb Rifai, Secretary-General, UNWTO
Three clear messages emerged from the
discussion panels:
•the travel and tourism industry needs supportive glo-
bal policies to demonstrate its potential as a key driver
of economic recovery;
•public and private tourism stakeholders must come
together to promote this message; and
• the industry is invested in the climate change re-
sponse.
Creating the conditions for sustainable
economic growth
While a global sense of cautious optimism for 2010 seems
to be emerging, the economic climate is still far from sta-
ble. The major challenge for governments is to create a
favourable business environment for the industry, facilitat-
ing, not burdening its growth. As a principal catalyst of
job creation, government support for the industry will al-
low it to contribute to a global and sustainable economic
recovery.
In this context, Ministers called for stimulus pro-
grammes supporting the industry to be kept in place. Im-
proved and intensified tourism marketing and promotion,
as well as diversifying markets, were also seen as central
to reacting to the changing consumer attitudes that have
emerged from the downturn. At the same time, burdens
such as travel taxes and complicated visa fees should be
scrutinized objectively. In particular, the recently introduced
UK Air Passenger Duty was at the centre of debates.
“This is a discriminatory tax, not an environmental
tax but a tax on development which fails to understand the
importance of tourism to developing countries. This deci-
sion comes at the wrong time and sends the wrong signal,
especially from a country that wants to contribute to global
development”, said Mr. Rifai, echoing widespread concern
by the attending Ministers, delegations and private sector
representatives.
10 . UNWTO NEWS 2009 UNWTO.org
Ministers’ Summit
The Summit is an an-
nual event and is part of the
World Travel Market Minis-
ters’ Programme. It provides
the essential tourism leader-
ship review and sets the
direction for an economically
sustainable and ecologically
carbon neutral future. The
Summit is hosted by World
Travel Market at ExCeL in
London.
Broadcast mate-
rial, including interventions
and interviews, as well as
the executive summary of
the 3d Ministers’ Summit
“Roadmap for Recovery:
Sustainable tourism in
challenging times” are avail-
able at:
http://www.UNWTO.org/wtm.
php ?lang=E&ruta=summit1
UNWTO: Committed to Tourism, Travel and the Millennium Development Goals
Positioning tourism in the global agenda
Tourism’s role as not only a job provider and source of
economic wealth and development, but also its spill over
effects into other sectors such as construction and ag-
riculture, is still not recognised at the global level. In this
way, the travel and tourism community needs to continue
in its efforts to see its economic role in the global agenda
recognised.
The Ministers’ Summit welcomed UNWTO initia-
tives to raise awareness of the potential of the tourism sec-
tor for the current challenges of job creation, economic
recovery and the climate change response. The UNWTO
Roadmap for Recovery, a set of guidelines designed to
see the industry through and beyond the economic crisis,
was seen as a global framework for action and should be
used by all public and private stakeholders (see page 9).
Ministers also applauded the T20, an initiative from
UNWTO member South Africa that will gather the Ministers
of Tourism of the G20 Nations in February 2010. With the
rising influence of the G20 on world decision making, the
initiative is an important step forward in achieving recogni-
tion of tourism as a pillar of economic growth.
Travel and tourism invested in the climate
change response
At the centre of debates surrounding the climate chal-
lenge and the transformation to the Green Economy was
the delicate balance between economic development and
environmental protection. Small island states such as the
Maldives are a case in point. Rising sea levels, caused by
global warming, threaten to submerge the islands, effec-
tively wiping the country off the map. Seen as a top con-
tributor to carbon emissions and consequent temperature
rises, there have been widespread calls for decreasing
long-haul flights. Yet it is precisely these flights and the
international tourists they bring that the economy of the
Maldives depends on.
 24-26 February
The answer is therefore to use the current economic crisis
as an opportunity to move towards a new economic framework,
one that advances economic, social and climate goals simultane-
ously. Economic growth and development does not have to come
at the expense of the climate imperative.

2010
The Green Economy recognises that the economic and
ecological challenges we face are one and indivisible, as is the
poverty imperative. Ministers called for a green economy ap-
proach to be taken towards the tourism industry. One that would
stop pointing the finger at the air transport sector and instead en-
courage new green technology and improved route management.
In this way, the climate challenge is addressed without depriving
many of the world’s poorest countries of the important economic
contribution of travel and tourism.

“ The economic and the ecological International Summit

challenges are only one and they are ‘‘ on Tourism,
poverty interrelated.The Roadmap is the blueprint to raise the
stakes of tourism in the national and international agendas
Sport and
Geoffrey Lipman former UNWTO Assistant Mega Events
Secretary-General

UNWTO and the South African

Ministries of Tourism and Sport will
co-host the first ‘International Sum-
mit on Tourism, Sport and Mega
Events’ from 24 to 26 February
2010 in Johannesburg. The Sum-
mit will be held directly following
the T20 Meeting and parallel to the
annual Meetings Africa, Africa’s top
business tourism exhibition, provid-
ing a forum for tourism stakehold-
ers to consider the impact of mega
events related to sport, culture,
exhibitions and entertainment from
a tourism perspective.
Mega events represent
unique opportunities to reap the
A novel member-driven initiative is looking to obtain direct support benefits of international tourism
for tourism from the 20 industrialized and developing economies both immediately and over the
that make up the G20 as well as the closely associated bodies. long-term. First, events such as the
Olympic Games or a World Exhibi-

T20 to meet for First Time

in South Africa
The G20 is increasingly the formative voice in the
development of the global economic and financial
system – which is why the tourism community must
act to promote the mainstreaming of tourism into glo-
bal economic decision-making.
Similarly, the UN system is already integrat-
ing elements of this evolving development and hence
positioning UNWTO to play a relevant role.
The initiative originated in Kazakhstan during
the UNWTO General Assembly, when Tourism Minis-
ters from 15 of the G20 countries met on the sidelines
to discuss the important contribution travel and tour-
ism can make to sustainable economic growth.
Following the informal gathering, South Africa
offered to host the first meeting of the so called T20
(Tourism Ministers of the G20) from 22 to 24 February
2010 in Johannesburg, where a Ministerial Communi-
qué is expected to be drawn up and delivered at the
G20 Summit in Canada.
“As a member of the G20, South Africa be-
lieves that travel and tourism must play an important
role in economic recovery and find a place in stimulus
packages. Over time, our sector can be an important
component in the transformation to the Green Econ-
omy”, said South African Tourism Minister Marthinus
van Schalkwyk.
The message of the T20 is similar to that
presented by UNWTO ahead of the G20 Summit in
April in London. Tourism is an industry of economic
growth, strengthens trade, encourages investment
and creates jobs as well as having a strong multiplier
effect on related sectors. It is also well positioned
to move to a more sustainable economy based on
green tourism and travel infrastructure.
“As the G20 deliberates and decides on the
future of the global economic framework, its member
states cannot afford to neglect travel and tourism’s
role in both the short-term challenge of economic re-
covery and the longer-term goals of adapting to and
mitigating the effects of climate change and contrib-
uting to poverty alleviation”, said UNWTO Secretary-
General Taleb Rifai. “The T20 has UNWTO’s complete
support and encouragement as it seeks to position
tourism within this framework”, he added.
More information:
http://www.UNWTO.org/G20.php?lang=E
tion provide unparalleled global
exposure and massive multimedia
opportunities for nation branding
and export promotion. Second, in-
vestment in infrastructure for such
events contributes to job creation
and poverty alleviation long after
the event has come to an end and
the tourists have departed.
The Summit is particularly
timely given the proximity of the
2010 FIFA World Cup in South
Africa, which will benefit not only
the host nation but the whole of
Southern Africa as fans take the
opportunity to travel before, during
and after the games.
More information:
http://www.UNWTO.org/sasummit.
php?lang=E

UNWTO: Committed to Tourism, Travel and the Millennium Development Goals UNWTO.org UNWTO NEWS 2009 . 11
Calendar of Events
TOURISM as part of the Solution for

Ibero-America
In today’s globalized economy, tourism has emerged as one of the best-placed indus-
2010

JANUARY 20-24
Fitur International Tourism Trade Fair
(Madrid)
FEBRUARY 24-26
UNWTO/South Africa International
Summit on Tourism, Sport and Mega-
events
(Johannesburg, South Africa)
T20 Ministerial Summit
(Johannesburg, South Africa)
MARCH 10-14 sequences of the downturn and the drop in consumer
ITB Travel Trade Show
(Berlin, Germany)
APRIL 28-20
Fifty-first meeting of the Commis-
sion for Europe & Technical Seminar
(Sofia, Bulgaria)
MAY 10-12
Twenty-second joint meeting of the
Commissions for East Asia and the
Pacific and for South Asia & Technical
Seminar
(Hanoi, Vietnam)
JUNE 8-10
Thirty-fourth meeting of the Commis-
sion for the Middle East & Technical
Seminar (Sana’a, Yemen)
tries to ease the effects of the economic downturn in the countries of Ibero-America.
This is one of the main conclusions of the fourth edition of Turismo en Iberoamerica,
a joint publication produced by UNWTO and SEGIB, the Secretariat General of
Ibero-American States. SEGIB brings together the 22 nations of Latin America and the
Iberian Peninsula (Spain, Portugal and Andorra).
The report details how the historic growth in inter-
national tourist arrivals in Ibero-American countries,
which peaked in 2007 worldwide with more than 900
million arrivals, came to a sudden halt in 2008 with the
onset of the deepest economic recession in recent his-
tory, only to be further aggravated by the H1N1 flu pan-
demic. The Ibero-American Community maintains an
important place in global tourism, accounting for 15% of
hotel rooms worldwide and 14% of international tourist
arrivals. While tourist activity in the Americas is weather-
ing the crisis better than in many other regions of the
world, Spain and Portugal are clearly suffering the con-
confidence.
In this progressively difficult environment, travel
and tourism can be part of the solution, proving cru-
cial for “economic recovery, job creation and the fight
against poverty”, according to the report. It identifies
the UNWTO Roadmap for Recovery as a framework The Ibero-American Community com-
for action for Ibero-America to support the industry and prises: Andorra, Argentina, Bolivia, Brasil,
Colombia, Costa Rica, Cuba, Chile, Do-
mainstream tourism into ongoing actions to respond to
minican Republic, Ecuador, El Salvador,
the current crisis (see page 9). The report also encour- Guatemala, Honduras, Mexico, Nicara-
ages Ibero-American states to follow recommendations gua, Panamá, Paraguay, Perú,Portugal,
contained in the ‘Study on supply and demand for the Spain, Uruguay and Venezuela.
training of human resources in the tourism sector in Latin
America’ undertaken by SEGIB and UNWTO.
For more information download the latest
UNWTO and SEGIB will continue working to-
Turismo en Iberoamerica at:
gether to measure and analyze the economic contribu-
http://www.unwto.org/facts/pub.html
tion of tourism for Ibero-America in these testing times
and support its sustainable growth and development.

JUNE 14-16
Seventh International Tourism Forum
for Parliamentarians and Local Au-
thorities
(Puerto Vallarta, Mexico)
JUNE 17-19 A precise monitoring of tourism flows, espe-
Fifty-first meeting of the Commission
for the Americas & Technical Seminar
(Caracas, Venezuela)
JUNE 27-29 research to support tourism enterprises and
Executive Council, Eighty - seventh
Session
(Puerto Iguazu, Argentina)
Understanding
Tourism’s Impact at
the Regional Level
cially at the regional level, will lead to more
efficient destination management and the im-
proved positioning of tourism. Measuring and
analyzing tourism, can provide higher quality
public bodies as they seek to develop their
tourism product in a sustainable and com-
petitive manner.
This was the central message at the 1st Inter-
national Conference on the Measurement and
Economic Analysis of Regional Tourism in San
Sebastian (Spain), 27-28 October. The Confer-
ence is the first in a series of international
gatherings designed and organized jointly by
Spain’s Tourism Administration and the In-
ternational Network on Regional Economics,
Mobility and Tourism (INRouTe).
INRouTe, an initiative by UNWTO together
with Affiliate Members Centre for Coop-
erative Research in Tourism (CICtourGUNE)
and Araldi, both based in Spain, is an expert
knowledge-driven network that promotes a
multidisciplinary research approach in tour-
ism, encourages the exchange of information
and best practices and facilitates learning
and training opportunities.
http://www.unwto.org/statistics/

12 . UNWTO NEWS 2009 UNWTO.org UNWTO: Committed to Tourism, Travel and the Millennium Development Goals
 Fitur2010
Innovative Tourism Initiatves
In our rapidly changing world, travel and tourism must move quickly to keep up with shifting
consumer attitudes, new trends and technological innovations and global challenges such as
the climate imperative and rising poverty levels.Throughout its history, UNWTO has endeav-
oured to be at the forefront of these new realities, supporting its Members as they adapt to
changing international conditions.
As one of the most important tour-
ism trade shows on the circuit, FITUR
(Madrid from 20-24 January 2010) is an
ideal platform for UNWTO and its part-
ners to present two innovative forums
which will lead the tourism industry
into the future: INVESTOUR and FITUR
GREEN.
Investour
A joint intitiave for the promotion
of tourism development in Africa
Recognizing the potential of the African con-
tinent as a destination for tourism investment,
as well as the importance of this investment for
socio-economic development and poverty alle-
viation, UNWTO has joined together with FITUR
and Casa Africa to promote sustainable tourism
development in Africa. More specifically, this
joint initiative will result in the first edition of the
Forum on Tourism Development in Africa,
“INVESTOUR”.
This forum seeks to mobilize Spanish
tourism investment in Africa thus contributing to
sustainable development across the continent.
Travel and tourism investment is a primary vehicle
for job creation, stimulating trade and advanc-
ing long-term goals such as poverty alleviation
and tackling climate change. This is particularly
the case is the world’s poorer countries where
investment in tourism also has direct positive ef-
fects on other sectors of the economy.
Potential for tourism investment in Africa
is high given the diversity of its regions ranging
from safaris to cultural tourism and beach holi-
days. Upcoming events such as the 2010 FIFA
World Cup in South Africa and the rise in health
tourism are also big investment opportunities
for Spanish business. Moreover, despite a glo-
bal economic downturn, Africa has continued
to post good results throughout the year with
a recorded growth of +4%. Indeed, Africa has
been the only world region that has not seen a
decrease in arrivals during the first eight months
of 2009 (see page 5).
Despite the enormous tourism potential
in Africa, its positive growth during the worst
UNWTO: Committed to Tourism, Travel and the Millennium Development Goals
sets the Stage for
economic downturn in recent history, and the able Energy Council and the French Environ-
geographical proximity between Spain and Af- ment and Energy Management Agency. The ini-
rica, Spanish investment in African tourism des- tiative has been designed to deliver information,
tinations has tended to be modest. technical support and training to help European
At INVESTOUR, African destinations will Union hotels increase their energy efficiency and
have the opportunity to present their proposals renewable energy usage.
to potential Spanish investors who might not be Running parallel to the conference,
aware of the investment possibilities Africa can FITUR will host a special exhibition area dedi-
offer them. As a meeting point for promoting the cated to energy and tourism, centred exclusively
development of this strategic sector, UNWTO is on presenting energy technologies for the hotel
confident that INVESTOUR will directly contrib- sector (20-24 January). Hoteliers will have the
ute to Africa’s socio-economic development. opportunity to meet directly with the experts
to discover how a better energy management
strategy can boost their business profits and re-
FITUR Green 2010 duce their carbon footprint.
Hotel Energy Solutions UNWTO is committed to working
across the industry, both in the public and pri-
As THE INTRNATIONAL COMMUNITY comes to-
vate domain, to advance a coherent response to
gether to tackle the challenges of climate
climate and development imperatives.
change, the travel and tourism industry is also
Both FITUR GREEN and INVESTOUR
working hard to reduce its contributions to glo-
will highlight the need for the sustainable devel-
bal carbon emissions. The hotel sector is the
opment of travel and tourism, providing guide-
tourism industry’s largest drivers of employ-
lines and support from UNWTO for the future of
ment and economic revenue making it one of
the industry.
the most energy-intensive, emitting 21% of the
total CO2 emissions from tourism. Against this
background, UNWTO will be co-organizing with
FITUR and the Madrid Tourism Board, a special-
ized forum, under the title “FITUR GREEN”, to
present and consider products designed to im-
prove the energy efficiency and sustainability of
the hotel sector.
The 1st Hotel Energy Solutions con-
ference (21 January), under the title “Hotel En-
ergy Solutions: Towards a more competitive
industry”, will bring together Europe’s leading
hotels and destinations who will present prac-
tical examples of how they are already saving More information about INVESTOUR:
energy, becoming more competitive and reduc- www.UNWTO.org/investour
ing greenhouse emissions through the use of
renewable energy initiatives and technologies.
Discussions will demonstrate the competitive
advantage of investing in energy, the latest in-
novations in energy management and present
strategies for mobilizing destination authorities
to support environmental sustainability.
Hotel Energy Solutions is a European
Commission co-funded initiative which brings
together key organizations in the fields of tour-
ism and energy technologies: UNWTO who is www.hotelenergysolutions.net
coordinating the project, the United Nations En-
vironment Program, the International Hotel and
Restaurant Association, the European Renew-
UNWTO.org UNWTO NEWS 2009 . 13
 27 September
2009

Tourism celebrates
Diversity on
World Tourism Day 2009
Diversity has long been the driving force behind
tourism which has in turn has become one of
the largest sectors of employment worldwide, an
engine for socio-economic development and a
key player in international understanding.

LAST year was the 30th anniversary of World
Tourism Day which is celebrated every year on
27 September in countries around the world. As
the United Nations’ leading world tourism event,
World Tourism Day works to foster awareness
among the international community of the im-
portance of tourism and its social, cultural, politi-
cal and economic values.
Official World Tourism Day activities in
Accra, Ghana, included a gastronomy fair, com-
munication workshop, press conference and the
annual UNWTO Think Tank.
UNWTO THINK TANK CONCLUSIONS
Leading public and private tourism stakehold-
ers, UNWTO representatives and specialized
media came together at the 2009 UNWTO Think
Tank to debate tourism’s capacity to maintain
and preserve diversity and foster international
understanding in today’s ever more globalized
world. The Think Tank was chaired by Hon.
Diversity is an economic asset
Think Tank participants all agreed that diversity
is a stimulus for tourism entrepreneurship and
thereby an indispensible asset to alleviate pov-
erty. Diversity drives tourism and tourism drives
job creation, economic development and invest-
ment in infrastructure. One of the main chal-
lenges identified by the Think Tank was ensuring
that these economic benefits are reinvested in
fostering job opportunities and sustainable de-
velopment projects in local communities. These
communities are the custodians of cultural di-
versity and should therefore reap the benefits of
its social wealth.
Diversity is a building block of
international understanding
Travel and tourism is a people-to-people activity,
bringing us closer to diverse peoples, building
bridges among communities and strengthening
ties between nations. At the same time, tour-
ism is an educating force that broadens our
Showing unity in diversity in the
face of globalization
The Think Tank identified the many challenges
represented by globalization including its ho-
mogenising tendencies and shifting economic
implications. Tourism destinations are also faced
with a new media reality in which they have only
a few fleeting moments to promote their tourism
products.
The Think Tank called for stronger re-
gional and interregional support to increase
visitor numbers in these challenging times. Pan-
Africanism was highlighted as an example of re-
gional integration for global action. This spirit of
unity through diversity must be maintained dur-
ing the upcoming 2010 FIFA World Cup in South
Africa. This event represents a unique opportu-
nity for all of Africa to showcase its diversity to
the world and reap the benefits of international
tourism.

Tourism
opportunities for cultural exchange, promoting
Mrs. Juliana Azumah Mensah (M.P.), Minister of
tolerance, understanding and peace. Diversity
Tourism of Ghana and Mr. Taleb Rifai, UNWTO
Secretary-General ad interim at the time.
therefore has not only economic, but social sig-
nificance. Celebrating Diversity
www.UNWTO.org

Previous Celebrations

2008 2007 2006 2005 2004

Tourism: Responding to the
Challenge of Climate Change
World Tourism Day 2008 was
hosted in Lima, Peru and
focused on tourism sector’s
constructive response to the
challenge of climate change
by increasing awareness of
the Davos Declaration Process
and encouraging its imple-
mentation by all stakeholders.
Tourism Opens Doors for
Women
In 2007,World Tourism Day
took place in Bentota, Sri
Lanka in support of UN’s 3rd
Millennium Development Goal:
Promoting gender equality and
women empowerment.
Tourism Enriches
Celebrations hosted by Portu-
gal highlighted the recognition
of tourism as one of the key
ways to bring wealth and expe-
rience from the richest to the
poorest countries, particularly
as it increasingly intersects
with information technology,
thus helping to achieve the Mil-
lennium Development Goals.
Travel and transport: from the
imaginary of Jules Verne to the
reality of the 21st century
WTD 2005 celebrations in Qa-
tar underscored international
travel becoming a normal part
of everyday life and identified
transport capacity as a critical
factor in the development or
expansion of any destination.
Sport and tourism: two living
forces for mutual understand-
ing, culture and the develop-
ment of societies
WTD 2004 in Malaysia focused
on sport and tourism as two of
the undisputed driving forces
behind modern society. Both
represent the positive aspects
of globalization through their
common objectives.

14 . UNWTO NEWS 2009 UNWTO.org UNWTO: Committed to Tourism, Travel and the Millennium Development Goals

The city of Accra was a fitting
scene for the 2009 official cel-
ebrations of World Tourism Day
that took place around the theme,
‘Tourism: Celebrating Diversity’. A
country rich in cultural, environ-
mental, linguistic and religious
diversity, Ghana exemplifies why
diversity, the lifeblood of tourism,
must be celebrated, preserved
and enhanced.
World Tourism Day
Tourism &
Biodiversity
China
2003
Tourism: a driving force for
poverty alleviation, job creation
and social harmony
WTD 2003 in Algeria expressed
the will of UNWTO to fully
support one of the key issues
stated in the UN Millennium
Development Goals – poverty
alleviation.
UNWTO: Committed to Tourism, Travel and the Millennium Development Goals
WTD
The main purpose of World
Tourism Day (WTD) is to
promote awareness among
the international community of
the importance of tourism and
its social, cultural, political and
economic values.
WTD is to be commemo-
rated on 27 September each
year by appropriate events on
themes selected by the General
Assembly, on recommendation
of UNWTO’s Executive Council.
This date was chosen
to coincide with an important
milestone in world tourism: the
anniversary of the adoption of
the UNWTO Statutes on 27
September 1970.
Last year WTD commemo-
rated its 30th anniversary.
http://www.UNWTO.org/wtd
2010
2002
Ecotourism, the key to sustain-
able development
Photo
Competition
Hosted by Costa Rica, WTD
2002 supported the UN
General Assembly’s declaration
Participate
of 2002 as International Year
at
of Ecotourism. This unprec-
http://www.UNWTO.
edented designation reflected
org/wtd/photocom-
the growing recognition by the
petition/en/photo_
international community of the competition.php
potential of tourism.
UNWTO enters Strategic Partnership with CNN
International
“The travel and tourism industry continues
to grow, employing hundreds of millions of
people, contributing to the socio-economic
development of the world’s poorest coun-
tries. Yet, its future depends on the realisa-
tion of its potential and its integration into
the global economic and political agenda.
This partnership provides the opportunity to
maximize tourism’s benefits in a highly
competitive market through the support of
CNN Task Group’s destination marketing as
an additional support element”
UNWTO Secretary-General Taleb Rifai
UNWTO and CNN’s Tourism Advertising Solutions and
Knowledge Group (TASK) have joined forces to strengthen the
travel and tourism industry through content sharing, cross
promotion and collaboration on key industry initiatives. The
partnership will enhance the capability of the two organiza-
tions to provide unique expertise, intelligence and information
to sector professionals during key industry events. In these
challenging economic times, expert knowledge and clear
communication are more important than ever for the success
of tourism destinations.
Comprising a team of external experts in tourism and eco-
nomic development, the Task Group works closely with CNN
to support clients to create impactful tourism communications
solutions. Now in its third year of global operations, the TASK
Group assists more than 65 Ministries of Tourism and tourism
industry leaders across the world with strategic advice to
enhance their nation and brand building efforts and navigate
crisis issues.
The partnership will see TASK support at key UNWTO
member and general tourism sector initiatives, such as the
UNWTO/South Africa International Summit on Tourism, Sport
and Mega Events (24-26 February 2010), ongoing activi-
ties including the promotion of the UNWTO Roadmap for
Recovery or regular campaigns such as World Tourism Day
(27 September).
More information on the TASK Group:
http://www.cnnmediainfo.com/task/
UNWTO.org UNWTO NEWS 2009 . 15
2010
TOURISM FORUM
LOOKS BEYOND THE
ECONOMIC CRISIS
Recent global economic developments have led to
cautious talk of “green shoots of recovery” and indica-
tions of a slow climb out of the worst economic crisis
in recent history. Predictions for economic recovery in
2010 come as a relief for the travel and tourism indus-
try, which has seen a decline in demand and growth
over the past two years. Yet the next two years will
prove just as decisive as the sector seeks to position
itself strategically in the evolving post-crisis scenario.
Against this background, UNWTO and the
Spanish Alliance for Excellency in Tourism, Exceltur,
have come together to organize the 5th Tourism Lead-
ership Forum (19 January 2010). Under the title “Tour-
ism Recovery: Challenges and Prospects for 2010”,
this high-level forum aims to throw some light on what
2010 holds for the tourism industry and provide guide-
lines to speed up world tourism recovery in the light
of the new political, economic and consumer realities.
Economic recovery will come, and when it does it will
be those sectors that have best prepared that will reap
the benefits such as renewed credit and investment
flows.
UNWTO Secretary-General Taleb Rifai said he
was looking forward to working with Exceltur to or-
ganize the Forum. Mr. Rifai said he expects the event
to be “the most important in Europe and probably the
world in the early part of 2010, from which many of
the new keys for facing the future of the tourism at the
international level will emerge”.
World Tourism Organization
Committed to Tourism, Travel and the Millennium Development Goals
The Forum brings together leading figures in
the sector, including senior tourism officials from some
of the main inbound and outbound tourism countries
in the world, financial experts and economists and
the CEOs and presidents of leading international and
Spanish tourism companies.
As the first major tourism gathering of 2010,
the Forum will set the stage for a global discussion
of changing competitive patterns in the industry and
evolving consumer attitudes, and provides an unrivalled
opportunity to define the future course of the sector.
The Forum will consider the most advisable tourism
policies, differentiated business strategies and public-
private cooperation frameworks to facilitate the global
recovery of the industry as quickly as possible.
The Forum will analyse competitive and envi-
ronmental challenges for tourism in Spain, consider the
economic prospects for the European tourism indus-
try in 2010/11 and outline global policies for a more
sustainable tourism future. The event will be held on
the eve of Spanish Tourism Fair FITUR and coincides
with the start of Spain’s six-month presidency of the
European Union, giving Spain a unique leadership role
in raising the socioeconomic perception of tourism (see
page 4).
More information:
http://vforo.exceltur.org/ing/index.php?zona=0