“Put people front and centre!” was the core message as UNWTO brought together global branding experts, journalists and content creators to rethink narratives around tourism communications.

With global tourism on track to reach pre-pandemic levels by the end of the year, UNWTO convened its Executive Council to advance plans to place education, investments and sustainability at the centre of the sector’s future.

UNWTO has launched a new report to determine the status of rural tourism in its Member States and identify the main challenges and opportunities of tourism as a driver for rural development from a policy perspective.