The UNWTO has launched a major new global campaign it hopes will help open minds around choosing travel destinations.
Unveiled during World Tourism Day celebrations in Saudi Arabia, the Tourism Opens Minds initiative is designed to ultimately encourage consumers to embrace new destinations.
To this end, the campaign aims to use tourism as a bridge between cultures and promote a more connected world.
To help open minds, delegates at the Riyadh gathering were tasked with the job of advocating new and under-appreciated destinations to break old travel patterns.
In with the new?
According to the recent UNWTO World Tourism Barometer, travel is recovering strongly from the impacts of the COVID-19 pandemic, with global tourism set to recover between 80 per cent and 95 per cent of international arrival numbers by the end of 2023.
But citing a recent YouGov survey, the organisation said only a minority of travellers intend to seek out new or different destinations as they start holidaying again.
Despite five in six respondents (83 per cent) saying new destinations changed or broadened their perspective, the poll found that two in three (66 per cent) tourists believe familiarity with a destination is a crucial factor when choosing a holiday spot.
Furthermore, almost half of those polled admitted to feeling uncomfortable when travelling to places they know little about.
This is where initiatives like “Tourism Open Minds” step in. By urging consumers to diversify their travel habits, the UNWTO hopes the campaign will help “mitigate the impacts of over-tourism, foster mutual understanding, conserve the environment and ensure equitable growth of the sector”.
Sharing the wealth
UNWTO Secretary-General Zurab Pololikashvili says nations, leaders and consumers must work together “to ensure that every country can harness the potential of a thriving tourism industry”.
“The sector serves as a unifying force, fostering cultural understanding, strengthening bonds between societies, and championing environmental preservation,” he remarked.
“The ‘Tourism Opens Minds’ initiative extends a compelling invitation for travellers to broaden their horizons and explore the uncharted corners of our world.
“By doing so, it not only reveals the beauty of diverse destinations but also nurtures an appreciation for the cultures and people who call these places home.”
Taking a pledge
During World Tourism Day celebrations, UNWTO asked tourism leaders to pledge a commitment to:
- Making lesser-known destinations more welcoming and accessible
- Helping foster an environment that compliments trips to lesser-known destinations
- Being more open-minded to new cultures and destinations
“This year has been the biggest World Tourism Day ever, and we want to make sure it leaves the biggest impact too,” Pololikashvili said.
“From Riyadh, we have joined our global sector around a pledge to promote new destinations, to diversify the economic and social benefits of tourism, and have announced a new school that will transform tourism education in the Middle East.”
For more information on World Tourism Day, click here.
