UNWTO’s Vision for Tourism: Sustainability, Empowerment and Global Collaboration

On the 18th of November, 2025, Shaikha Nasser Al Nowais, the newly appointed Secretary-General of the United Nations World Tourism Organisation (UNWTO) for the 2026–2029 period, gave a pivotal speech in Greece outlining the future of tourism and its potential for bettering the lives of local residents. Al Nowais’s speech, which was a keynote address at the Kathimerini “Reimagine Tourism in Greece” conference, identified five key ‘Principles of Action’ for determining the future of tourism. These principles are aimed at making tourism more sustainable, inclusive, and resilient.

Her presentation emphasized the importance of the necessary evolution of tourism centered around the ways of digital shift, community inclusion, and the provision of economically sustainable opportunities. The tourism future envisioned by Al Nowais proposes a more equitable focus which balances the empowerment of tourist destinations, and local communities, and applies modern technologies for the advantage of both travelers and residents.

Tourism Must Promote Sustainability and Climate Resilience

One of the most crucial elements in Al Nowais’s speech was the need for sustainability and climate resilience to guide every tourism-related decision. As tourism grows globally, it is imperative that the industry protects the very destinations it relies upon. Environmental concerns such as climate change, over-tourism, and the depletion of natural resources have become pressing issues in many tourist hotspots around the world.

Tourism, as one of the largest industries globally, has the potential to significantly impact the environment—both positively and negatively. The Secretary-General-elect underscored the necessity of balancing tourism’s economic benefits with responsible stewardship of natural resources. Sustainable practices in tourism development, such as eco-friendly accommodations, conservation efforts, and minimizing carbon footprints, are critical to preserving ecosystems and ensuring that destinations remain viable for future generations.

In addition, Al Nowais called for greater climate resilience, with the industry needing to be proactive in adapting to environmental changes. This could include investing in infrastructure that can withstand the impacts of climate change, supporting local conservation initiatives, and embracing sustainable tourism models that reduce environmental degradation.

Embracing Digital Transformation for a Smarter Tourism Future

Digital transformation, according to Secretary-General of the United Nations World Tourism Organisation (UNWTO) Al Nowais, is no longer a choice but a necessity for the tourism industry. She highlighted the role of artificial intelligence (AI), big data, and smart infrastructure in enhancing the management and operations of tourism destinations. Technology has already started to reshape the industry, and its continued evolution is poised to improve both the visitor experience and the sustainability of travel practices.

Smart infrastructure, such as digital ticketing, contactless payments, and automated services, enhances the efficiency of operations while reducing the need for physical resources. AI and data analytics can also be used to optimize visitor flows, helping to avoid overcrowding and manage peak tourism periods. This would not only improve the overall visitor experience but also alleviate the pressures of over-tourism on local communities and resources.

Further, digital tools can play a significant role in preserving heritage. By using technologies like augmented reality (AR) and virtual tours, cultural landmarks and historical sites can be experienced in a more immersive way, while simultaneously reducing the wear and tear that physical tourism can cause. The integration of technology into tourism will enhance the visitor’s journey while ensuring that the destinations remain protected and preserved.

Empowering Local Communities Through Tourism

A central theme in Al Nowais’s vision was the importance of placing local communities at the heart of tourism. She emphasized that tourism should not only benefit visitors but also improve the lives of those who live in tourist destinations. Local businesses should thrive, and the well-being of residents should be enhanced through tourism activities.

Tourism has the potential to uplift communities by creating jobs, supporting small businesses, and generating revenue that can be reinvested in local infrastructure. However, this can only happen if tourism is developed in a way that actively involves local people. By prioritizing community-based tourism initiatives, destinations can ensure that the benefits of tourism are widely distributed and contribute to the long-term prosperity of local residents.

Inclusive tourism also means providing accessibility for all, particularly for marginalized or underrepresented groups, such as individuals with disabilities. This includes ensuring that public spaces, transportation, and accommodations are accessible, as well as providing support for local businesses that cater to the needs of diverse groups of travelers.

By empowering communities and supporting local enterprises, tourism can become a force for good, improving quality of life and contributing to social and economic development. Communities that are closely involved in tourism also tend to be more invested in preserving their cultural heritage and natural resources, as they see firsthand the value that tourism brings.

Fostering Inclusivity and Empowering Women and Youth in Tourism

Al Nowais further stressed the importance of empowering women and youth within the tourism industry. These two groups are an untapped resource and a driving force for innovation and creativity. By involving women and young people in the tourism sector, countries can tap into fresh perspectives and new ideas, fostering a more inclusive and diverse tourism ecosystem.

Women, in particular, have the potential to play a critical role in tourism as entrepreneurs, decision-makers, and leaders. Similarly, youth can bring energy, digital skills, and innovative ideas to the sector, especially as the industry continues to embrace technology. Creating opportunities for both women and youth not only strengthens the tourism sector but also helps foster economic independence and reduce inequality.

Programs that provide training, education, and funding to women and young people can create more balanced, equal opportunities within the industry. Tourism-related initiatives that focus on gender equality and youth empowerment have the potential to change the fabric of the industry, making it more resilient, dynamic, and innovative.

Building Global Collaboration to Enhance Tourism’s Positive Impact

Finally, Al Nowais emphasized the importance of building deeper global collaboration within the tourism industry. Tourism, with its cultural, economic, and diplomatic power, has the potential to foster international cooperation. By working together across borders—whether between governments, the private sector, or international organizations—the tourism industry can harness collective resources to tackle challenges such as climate change, inequality, and cultural preservation.

The need for global collaboration in tourism is especially pressing in an era where the industry is facing new challenges, from the effects of climate change to the ongoing recovery from the COVID-19 pandemic. As countries increasingly recognize the power of tourism, a cooperative approach can help ensure that tourism becomes a more sustainable, inclusive, and resilient industry worldwide.

Shaping a Sustainable and Inclusive Future for Tourism

Al Nowais’s keynote on the “Reimagine Tourism in Greece” conference elucidates rationales for the pioneering streams of tourism in Greece and the support of multi-sector stakeholders for the promotion of Greece as the world’s gastronomic destination. Greece can be the world’s gastronomic destination with the continued support of all tourism stakeholders in Greece, the strategic collaboration with Greece’s competitors in the culinary sectors, and the promotion of Greece as the gastronomic world’s hub. Promoting Greece as the world’s gastronomic destination will create the streams of Greece’s pioneering tourism and the promotion of Greece will strengthen economic growth, cultural interactions, and the protection of the environment. Through the collaboration, Greece will obtain the reputation of being the world’s culinary hub.

Al Nowais’s keynote will support attendees in pioneering Greece’s tourism streams by incorporating culinary tourism and Cyprus’s competitors.

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