WTM London 2022: transforming tourism at the UNWTO Ministers' Summit

09-11-22

"Our job is to create jobs," UNWTO Secretary-General Zurab Pololikashvili told tourism leaders. Education, sustainability and governance took centre stage at the Ministers' Summit at World Travel Market.

This robust platform for public and private sector leaders addresses tourism's most pressing issues and sets the agenda for the coming years. Held under the theme "Rethinking Tourism", the 16th Summit brought together ministers and high-level delegates from 19 countries, along with business leaders. Reflecting the growing relevance of tourism for economic and social well-being, this year's edition was the most successful to date.

During the opening of the event, Secretary General Pololikashvili emphasised the unique opportunity to transform the sector. However, given that UNWTO data shows that global tourism is now at around 70% of pre-pandemic levels, "the window of opportunity will not remain open forever. We need to rethink tourism: as a generator of jobs, as an economic pillar and, in the context of COP27, as a solution to the climate emergency".

In his presentation of UNWTO's work in leading the transformation of tourism, Secretary-General Pololikashvili focused on investment in sustainable infrastructure and in people, notably through quality education and the creation of decent jobs. Echoing UNWTO's position, Juliette Losardo, director of exhibitions at World Travel Markets, noted that "a post-pandemic world has given rise to exciting opportunities and has provided us with a unique opportunity to rethink tourism and ask ourselves how we can rebuild and better prepare for the future. Julia Simpson, President and CEO of the World Travel and Tourism Council (WTTC), which co-organises the Summit with UNWTO, emphasised the "talent, speed and capital" of the private sector.

The roundtable brought together tourism ministers from all regions of the world. Each provided unique insights from their own countries. In opening, H.E. Ahmed Al-Khateeb, Minister of Tourism of the Kingdom of Saudi Arabia, stressed the need to put "sustainability above all else", and also noted his country's focus on innovation and youth. Abdulla Mausoom, Minister of Tourism of the Maldives, Portugal's Minister Rita Marques and Egypt's Minister Ahmed Issa stressed the importance of diversifying national tourism sectors, including through domestic and rural tourism, and creating new products.

Taking up the theme of Rethinking Tourism, Croatian Minister of Tourism Nikolina Brnjac noted that this would require an "evolution" towards measuring success by greater sustainability". Meanwhile, Mauritius' Deputy Prime Minister and Minister of Tourism, Ivan Collendavelloo, emphasised its ability to promote peace and added: "We need to look beyond tourism to rebuild tourism". Ministers from Bahrain, Costa Rica, Ecuador, Ethiopia, Ghana, Jordan, Malawi, Malta, Mauritius, Mexico, Montenegro, Nicaragua, the Philippines and Sri Lanka also contributed to the discussions.

Representing the vast and wide-ranging private tourism sector, Expedia and Radisson Hotel Group described their proactive work to achieve greater sustainability, as well as highlighting the sector's ability to provide decent jobs and lifelong career progression for all.

While the Summit promoted diversity of thought, background and experience, the focus on the unique power of tourism as a driver of sustainability and as a promoter of peace and understanding proved to be a common theme. High-level participants emphasised that now is the time for the tourism sector to focus more on cooperation than competition. Ministers also acknowledged UNWTO Secretary-General Pololikashvili's call for tourism to be integrated into the political agenda and for greater collaboration between ministries of tourism and ministries of economy, business and environment.

UNWTO data provided the context for the discussions. Building on the Organization's status as a leading provider of global tourism intelligence, World Travel Market will also host the launch of the new Travel Trends Report 2023, produced by UNWTO in partnership with leading broadcaster Euronews.