World Tourism Day 2024 took centre stage as a beacon of hope, uniting global leaders and tourism experts to champion a vision for a more peaceful and inclusive world. Against geopolitical tensions and economic uncertainties, this year’s celebration under the theme “Tourism for Peace” emphasized tourism’s profound capacity to bridge cultural divides, combat disinformation, and contribute to conflict resolution.

The event, held in Tbilisi, Georgia, brought together nearly 500 participants from 51 countries, including 13 Ministers of Tourism. The significance of this year’s gathering was underscored by the presence of Georgian Prime Minister Irakli Kobakhidze and a distinguished delegation of seven ministers, demonstrating the cross-sectoral impact and strategic importance of tourism as a catalyst for peace.

A Commitment to Peace: UN Tourism’s Vision for 2024 and Beyond

UN Tourism Secretary-General Zurab Pololikashvili set a confident tone, calling global stakeholders to prioritize a “peace-sensitive tourism sector.” Addressing the assembly, Pololikashvili remarked, “Without peace, there is no tourism. I urge all industry leaders and governments to harness the power of tourism to build a bridge between divided communities, foster understanding, and advance peace-building initiatives globally.”

The message resonated throughout the event, inspiring meaningful dialogue on how tourism can transcend its role as an economic driver to become a force for good. Central to the discussions was the idea of integrating peace-building principles into tourism development strategies, ensuring the sector contributes to prosperity and stability and cohesion across regions.

Ministerial Debate: Transforming Words into Action

A pivotal event moment was the Ministerial Debate, featuring leaders from Georgia, Uzbekistan, Sierra Leone, and Bahrain. The debate illustrated tourism’s unique potential to foster peace in their regions. Minister Nurlan Kasimov of Uzbekistan highlighted how his nation’s rich Silk Road heritage is a testament to centuries of cultural exchange. Sierra Leone’s representative discussed tourism’s role in healing wounds left by civil conflict.

The debate underscored that tourism cannot flourish without security and stability. Each minister emphasized the sector’s power to combat mistrust and disinformation, advocating for strategies that ensure the benefits of tourism are distributed equitably. Bahrain’s Minister of Tourism pointed out that tourism is inherently an investment in peace, as it creates shared prosperity and encourages cultural respect.

Private Sector Takes the Stage: A Call for Responsible Investment

Complementing the public sector dialogue was an impactful panel featuring private sector leaders. The panel explored how businesses can promote peace through responsible investments and community engagement. Speakers from prominent global tourism firms outlined practical strategies for rebuilding tourism in post-conflict zones, fostering resilience, and creating jobs that uplift vulnerable communities.

Natalia Bayona, Executive Director of UN Tourism, emphasized the critical role of private sector contributions, stating, “We have seen time and again how tourism can transform post-conflict regions, provide employment, and foster entrepreneurial initiatives. The private sector must remain committed to using its resources to build peace and create opportunities in emerging and vulnerable regions.”

Jamaica’s Perspective: Embracing Diversity, Celebrating Unity

Jamaica’s Minister of Tourism, Edmund Bartlett, offered a stirring endorsement of tourism’s potential as a global peace ambassador. “Tourism recognizes differences, and it embraces similarities. It has a place for everyone and welcomes all. That’s the essence of tourism’s power to promote peace,” he declared.

Bartlett’s words captured the essence of the day’s discussions, positioning tourism as a tool to celebrate diversity and promote unity. His vision aligned seamlessly with UN Tourism’s mission to embed peace-building elements into every sector layer — from policy frameworks to on-the-ground community interactions.

Investing in Peace: Georgia’s Role as an Emerging Investment Hub

Beyond the high-level dialogue, World Tourism Day 2024 was a launchpad for new initiatives. UN Tourism unveiled its latest investment guide, “Tourism Doing Business: Investing in Georgia,” spotlighting the country’s remarkable transformation into a premier tourism and investment destination.

The report highlighted Georgia’s strategic advantages, including its diverse landscapes, rich cultural heritage with over 12,000 historical monuments, and robust economic growth, reflected in its 5% average GDP increase over the last decade. In 2022, Georgia recorded foreign direct investment (FDI) inflows of USD 2.3 billion—a testament to its growing appeal among global investors.

The nation is poised for even greater success, with 6.2 million international visitors in 2023, generating USD 4.1 billion in revenue. The expansion of global hotel brands and significant investments in the real estate sector, particularly in hospitality, further underscore Georgia’s status as a dynamic and rapidly evolving tourism hotspot.

Transparency and Growth: Georgia’s Regulatory Reforms Attract Global Attention

Economic reforms such as the Association Agreement and Deep and Comprehensive Free Trade Area (DCFTA) with the European Union have played a pivotal role in enhancing Georgia’s investment climate. The country’s recent EU Candidate Status is a positive indicator for future growth, aligning it with international standards and solidifying its reputation as a safe and profitable destination for tourism investments.

With these developments, Georgia is not just emerging as a tourism leader in the Caucasus region. Still, it is a powerful example of how targeted investment in tourism can drive broader economic and social stability.

The Road Ahead: Building a Global Coalition for Peaceful Tourism

As World Tourism Day 2024 came to a close, it was clear that the event had galvanised global support for tourism’s role in promoting peace. The celebrations in Tbilisi set the stage for continued collaboration and innovation by uniting public and private sector leaders under a shared vision.

The message was unambiguous: tourism has the potential to be far more than an economic engine — it can be a transformative force for peace, understanding, and sustainable development. As the sector looks ahead, stakeholders are tasked with ensuring that the principles of peace-sensitive tourism are not just theoretical ideals but are woven into the fabric of tourism’s future.

 

 

 

Written by: My Thanh Pham

 

 

 

 

 

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