In a resounding statement ahead of World Tourism Day 2024, the World Committee on Tourism Ethics (WCTE), a pivotal advisory body to the World Tourism Organization (UNWTO), has urged the global community to embrace tourism as a force for peace and unity. Under the theme “Tourism and Peace,” the WCTE emphasized the industry’s unmatched capacity to bridge divides, foster understanding, and contribute to lasting global harmony, particularly in escalating international tensions.
Meeting under new leadership and a revised composition, the WCTE, which reports directly to the UNWTO General Assembly, offered a decisive call to action in response to the current geopolitical landscape. The committee expressed its support for the UNWTO’s decision to dedicate World Tourism Day 2024 to the theme of peace, which resonates strongly as many regions face political unrest, conflicts, and humanitarian crises.
In its statement, the WCTE underscored the pivotal role of tourism in fostering cross-cultural exchanges that lay the foundation for mutual respect, tolerance, and friendship. According to the committee, tourism is not just an economic driver but a profound tool for diplomacy, conflict resolution, and peacebuilding.
A Global Call for Ethical Tourism
Drawing on the words of UN Secretary-General António Guterres, who stated that “building peace is a conscious, bold, and even radical act,” the WCTE urged stakeholders to prioritize ethical tourism practices, especially in conflict-affected regions. The committee called for a more substantial alignment between the tourism industry and the peacekeeping efforts outlined in the United Nations Charter.
“This is a crucial moment in history,” a WCTE spokesperson said. “Tourism has the power to not only support economic growth but also to heal divisions, bringing people together in ways that few other industries can achieve. It is essential that we, as a global community, champion tourism’s potential to foster peace.”
This focus on ethical tourism aligns with the UNWTO’s Global Code of Ethics for Tourism, which promotes responsible, sustainable, and universally accessible tourism. As the WCTE reaffirmed, adherence to these ethical principles is crucial for building tourism systems that respect human rights, support peace initiatives, and offer hope for reconciliation in areas torn apart by strife.
Tourism as a Conduit for Peace
The WCTE also reiterated that tourism’s essence goes beyond economic transactions. At its heart, tourism embodies the ideals of dialogue, mutual understanding, and cooperative relationships between nations and cultures. By encouraging people to explore new destinations and immerse themselves in diverse cultures, tourism fosters the connections that can lead to sustainable peace.
With World Tourism Day 2024 set to spotlight “Tourism and Peace,” the WCTE’s statement serves as a timely reminder of the sector’s potential to bridge divided communities. As conflicts continue to impact various parts of the world, the global tourism industry is uniquely positioned to contribute to peace negotiations and provide platforms for dialogue.
A Commitment to Ethical Leadership
The WCTE’s message also called on private-sector tourism leaders to implement and uphold the ethical standards enshrined in the Global Code of Ethics. These principles, which include the right to tourism and the responsibility to protect vulnerable populations in conflict zones, should guide all tourism-related activities. The committee reaffirmed its role in monitoring compliance and encouraging the tourism sector to participate proactively in peacebuilding efforts.
The WCTE closed its meeting, leaving no room for ambiguity: tourism is more than a leisure activity. When guided by ethical principles, it is a powerful force that can unite people, mend fractures, and contribute to a more peaceful world.
As World Tourism Day 2024 approaches, the global tourism community is called to action. By embracing tourism as a vehicle for peace, nations and businesses alike can harness its transformative power to foster understanding, healing, and unity in an increasingly divided world.
Written by: Jill Walsh
