World Tourism Day 2025 is being celebrated today (Sept 27) under the theme “Tourism and Sustainable Transformation”, highlighting tourism’s potential as a catalyst for positive change across economies, societies, and cultures.
Tourism, as emphasised by UN Tourism, is more than a vital economic sector. It creates jobs, fuels local economies, supports infrastructure, and strengthens cultural connections. But realising its transformative potential demands more than growth alone — it requires good governance, strategic planning, robust monitoring, and clear sustainability priorities.
This year’s global celebrations coincide with the 7th World Tourism Conference (WTC), taking place from September 27–29, 2025, at the DoubleTree by Hilton in Melaka, Malaysia. Delegates from UN Tourism Member States, affiliate members, global industry leaders, and innovators will gather to discuss sustainable strategies, resilience, and inclusivity in shaping the future of global travel.
UN Secretary-General’s Message: A Call for Bold Action
In his official message, the United Nations Secretary-General underscored the urgent need for sustainability in the tourism sector:
“Tourism strengthens bonds between people and places. It builds bridges across cultures, preserves traditions, and restores cultural heritage. Yet tourism can also damage the very places and communities it celebrates. As the world faces climate breakdown and rising inequalities, we need bold, urgent, and sustainable action that puts people and planet first.”
He stressed that the 2025 theme “Tourism and Sustainable Transformation” calls for investments in education and skills, especially for women, youth, and marginalized communities. Other priorities include empowering micro, small, and medium-sized enterprises, advancing climate action, conserving biodiversity, and protecting fragile ecosystems.
Malaysia Welcomes the World
Malaysia’s Minister of Tourism, Arts and Culture, Dato Sri Tiong King Sing, warmly welcomed delegates to the historic state of Melaka, emphasizing Malaysia’s commitment to sustainable tourism:
“This global stage is a vital platform to foster stronger bonds, share innovative ideas, and chart a sustainable future for the global tourism industry. Tourism is not just about visiting beautiful places; it’s about creating positive change, protecting our planet, and enriching lives—ensuring no one is left behind.”
With its rich cultural heritage, serene landscapes, and renowned hospitality, Malaysia is showcasing its mission to make tourism a force for good—preserving natural wonders, celebrating diverse cultures, and ensuring that local communities benefit directly.
Asia-Pacific Recovery Gains Pace
Meanwhile, UN Tourism’s latest World Tourism Barometer data revealed strong momentum in the Asia-Pacific region. After being the hardest hit during the COVID-19 pandemic, the region is rebounding strongly thanks to relaxed visa policies and enhanced air connectivity.
In the first half of 2025, Asia-Pacific recorded an 11% increase in international arrivals compared to 2024, although still 8% below 2019 levels.
North-East Asia led the recovery with 20% growth in arrivals, driven largely by China’s resurgence as the world’s largest source market.
Experts also highlighted the rise of Smart Destinations and Smart Platforms, pioneered by countries such as Saudi Arabia, the Republic of Korea, and Spain. These digital tools enhance visitor experiences, improve collaboration among stakeholders, and help local communities benefit sustainably.
Looking Ahead
World Tourism Day 2025 serves as a reminder that the sector’s growth must be carefully aligned with sustainability, resilience, and equity. Tourism is not just about numbers—it is about creating meaningful connections, protecting destinations, and ensuring that communities thrive.
As UN Tourism, Malaysia, and global partners emphasise, tourism must transform to remain a true force for good—delivering prosperity while safeguarding people and the planet for generations to come.
