World Tourism Day
Every September 27, the world celebrates World Tourism Day, established in 1980 by the then World Tourism Organization, now an integral part of the United Nations. The choice of this date dates back to September 27, 1970, the day on which the statutes of the International Tourism Organization were approved by the United Nations, a symbol of global cooperation and cultural exchange.
The theme chosen for 2025 is "Tourism and Sustainable Transformation". With this framework, the tourism sector, institutions and communities are invited to reflect and act on the role of tourism as an engine not only economic, but of social, environmental and cultural change.
Tourism after the pandemic: changing trajectories
After the strong disruption caused by the pandemic, international tourism has made significant recovery steps in 2024, with arrivals even exceeding pre-COVID levels in numerous regions of the world. This moment of "conscious restart" makes 2025 an ideal year to redefine practices, priorities and models that can ensure inclusive and sustainable growth.
The pillars of sustainable transformation
The idea of sustainable transformation in tourism implies intervening on several fronts:
- Governance and planning: Define integrated policies and regulations that coordinate tourism development, environmental protection, and social welfare.
- Training, inclusion and local capacity: promoting projects that involve local communities, strengthen skills and ensure accessibility for all travellers.
- Support for innovative micro and small enterprises: recognising the key role of local operators as a driver of resilience and territorial differentiation.
- responsible management of natural and cultural resources: protecting biodiversity, heritage, landscapes and local identities.
- Climate action and adaptation: reducing emissions, resilient infrastructure and strategies to cope with the impacts of climate change.
Melaka 2025: the showcase of transformation
This year's main event will take place in Melaka, Malaysia, a city rich in history and cultural heritage. The context chosen is not accidental: Malaysia has invested in sustainable tourism, ecotourism and natural heritage, making itself a living laboratory for many of the proposed themes.
Delegations from over 150 countries are expected for debates, workshops and events that will explore the challenges and opportunities of sustainable transformation.
A call to action for everyone
World Tourism Day 2025 is not just a symbolic celebration, but a concrete appeal. Companies, operators, institutions and travelers are called not only to reflect, but to put into practice responsible choices: reduction of environmental impact, support for local communities, social innovation, accessible tourism. Travel, understood in a broad sense, can become a tool for positive change.
On the occasion of 27 September, many destinations, organisations and local authorities are proposing initiatives related to the theme of the year: ecotourism routes, cultural events, urban regeneration projects and awareness campaigns. Participating means not only recognizing the value of tourism, but helping to build a future in which every journey generates a virtuous impact for people and the planet.
World tourism and global summit converge in Rome
On the occasion of World Tourism Day 2025, Rome is hosting the 25th WTTC Global Summit (28-30 September), which will bring together international leaders to discuss the future of the sector. The World Travel & Tourism Council event is held in Rome at the Auditorium Parco della Musica Ennio Morricone with the participation of institutional representatives, entrepreneurs, ministers and tourism leaders from every continent and is organized in collaboration with the Italian Ministry of Tourism, ENIT, the Municipality of Rome and the Lazio Region.
The summit will address crucial topics such as digital transformation, artificial intelligence, regenerative tourism, culture and heritage, environmental impact and investment strategies, aiming to stimulate public-private dialogue and shape global tourism policies for the next decade. Among the many topics, we point out:
The Great Beauty of Italy
The meeting in the Eternal City shares the Italian concept of Great Beauty so that it remains a beacon of excellence. From world-class hospitality and culinary artistry to the emotional power of music and cultural heritage, we will also discuss how Italy has captivated travelers from around the world for centuries and how it can maintain its competitiveness in the future.
Sustainable and inclusive future for travel
In addition, as the travel and tourism industry continues to evolve, it will address the topic of what big ideas will drive a more sustainable and inclusive future for both people and the planet.
Transport of the future
The travel and tourism sector is expected to contribute $16.5 trillion to the global economy in 2035. To meet this demand, land, sea and air transport will play a key role. The topic of new traveler behaviors, global changes towards greater sustainability and digital innovation and how mobility is being redefined will be addressed.
Luxury & Travel
Luxury fashion houses and travel brands create unforgettable, high-quality experiences, all intertwined with excellent
narration. From luxury boutiques to acquisitions of exclusive beach clubs, we'll discuss how luxury fashion is reshaping the aesthetics of travel.
Travel & Wellness
Forecasts establish that the global wellness industry will be worth around $1.35 trillion in 2028. More and more people are looking for experiences that nourish the mind, as well as the body and soul. It will address how the travel and tourism industry is creating transformative and holistic experiences that combine the discovery of happiness with health and self-discovery.
Tourism is a sector that currently supports over 350 million jobs, contributes $11 trillion to global GDP, and is expected to create over 90 million new jobs by 2035.
