Thursday, March 7, 2024
At ITB Berlin, the newly rebranded UN Tourism unveiled its fresh identity, emphasizing its commitment to sustainability, investment, and collaborative efforts within the travel industry. The event was inaugurated by Secretary-General Zurab Pololikashvili alongside Berlin’s Governing Mayor Kai Wenger, and influential figures from both the public and private sectors. Pololikashvili highlighted the unifying power of tourism, expressing its significant impact and the shared goal of enhancing sector resilience while broadening tourism’s positive effects.
Messe Berlin, the event’s organizer, was celebrated for its four decades as a UN Tourism Affiliate Member and its pivotal role in promoting global meetings, events tourism, and partnership development in Berlin.
With its updated branding, UN Tourism positioned ITB Berlin as a pivotal venue for strategic cooperation, driving forward essential initiatives for the industry, including:
Enhanced Analytical Tools for Transformation
A collaborative effort between UN Tourism and the World Tourism Cities Federation (WCTF) saw the release of a report underscoring the necessity for more effective, uniform measurement of tourism’s social and environmental footprints in cities. The report advocates for the integration of big data and technology to establish the first worldwide urban tourism database. This initiative aligns with the adoption of the Statistical Framework for Measuring the Sustainability of Tourism (MST) by all 193 UN members.
Promoting Climate Action
UN Tourism continued its influential role within the One Planet Tourism Network and the Glasgow Declaration by introducing Policy Guidance to aid National Tourism Administrations (NTAs) in fostering policies and initiatives for a sustainable, low-carbon future. The guidance, enriched with exemplary practices, was crafted following discussions with Tourism Ministries from member countries and is supported by a Glasgow Declaration Engagement Pack offering actionable climate action steps. Additionally, UN Tourism contributed to a discussion at ITB Berlin focused on harmonizing safety with sustainability.
Focusing on rural development, gender equality, and sustainability, UN Tourism also engaged in a side event titled Sustainable Rural Tourism: A Foundation for Biodiversity Preservation and Gender Equality – Potentials and Interactions, sharing valuable insights and practices.
Engagement with Member States
Secretary-General Pololikashvili conducted several key meetings with Tourism Ministers and senior delegates from around the globe during ITB 2024, aimed at propelling joint initiatives and planning for future UN tourism conferences.
Wednesday, May 1, 2024
Wednesday, May 1, 2024
