In a groundbreaking initiative, the United Nations World Tourism Organization (UNWTO) convened a Thematic Session during its 118th Executive Council meeting, bringing together a distinguished gathering of global branding experts, journalists, and content creators. The objective? To redefine the narratives driving tourism communications and spotlight the sector’s pivotal role in development and transformation.

Under the “New Narratives in Tourism” banner, this high-profile event heralded a significant turning point for the industry. With tourism now commanding unprecedented attention on the political stage, UNWTO is at the forefront of an endeavour to revolutionize how the world perceives and engages with tourism. Secretary-General Zurab Pololikashvili emphasized the urgency of this mission, stating, “We have made tremendous strides in recent years in highlighting the relevance and value of tourism to governments and travelers alike. However, we must articulate a new narrative that positions tourism as a catalyst for development and transformation.”

New Narratives in Tourism

The Thematic Session was a vital platform for facilitating meaningful connections between content creators, editors, and emerging media platforms, with UNWTO as a pivotal bridge between these diverse stakeholders.

Throughout the session, visionary experts in branding and media explored the dynamic evolution of communication strategies and their profound impact on the tourism sector. Pedro Zarzalejos, Associate Director of Strategy at Interbrand, and Borja Borrero, Executive Director of Iberia, EMEA & Latam, presented an illuminating analysis of branding’s evolution and relevance to the tourism industry.

Shedding light on the changing landscape of Destination Management Organizations (DMOs), Michael Collins, Founder and Managing Director of Travel Media, offered valuable insights into the evolving dynamics between DMOs, editors, journalists, and content creators.

Recognizing the pivotal role of digital storytelling, UNWTO’s partnership with Instagram has spearheaded tourism recovery post-pandemic. Ernest Voyard, Director of Public Policy at Instagram, revealed that creators are now venturing beyond aspirational travel content, gravitating towards sustainability and immersive destination experiences. Similarly, the Director of External Affairs at Meta, Sharon Yang, highlighted the platform’s transition toward informative and educational tourism content, shifting away from purely aspirational imagery and films.

During the session, the Dominican Republic took centre stage as a compelling case study, as leading journalists and editors examined strategies for elevating tourism on the editorial agenda. Inés Aizpún, Director of Diario Libre, José Monegro, Director of El Día, and Aníbal de Castro, Ambassador of the Permanent Mission of the Dominican Republic to UNWTO, spearheaded the discussion. Diversifying the messaging emerged as a critical priority, emphasising various aspects, including film and TV tourism and gastronomy tourism.

Wrapping up the enlightening session, UNWTO welcomed prominent content creators who shared their invaluable insights into evolving trends in tourism-related content. Chloé Léger and Marion Payr, acclaimed Instagram creators, provided firsthand experiences from the Dominican Republic, shedding light on the intersection of tourism, travel, and sustainable development. Their observations highlighted a growing interest in the content that links tourism to pressing issues such as women’s empowerment, community development, and wildlife conservation. Moreover, they underscored the influential role of creators in shaping travel choices and behaviours, particularly among younger consumers, encouraging responsible and ethical tourism practices.

With UNWTO’s relentless pursuit of transformative narratives, the tourism industry is poised to embark on a new trajectory that reimagines travel as a powerful catalyst for development, sustainability, and positive change.

Written by: Matthew Thomas

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