Published on
September 16, 2025
In a pivotal call to action, the United Nations World Tourism Organization (UNWTO) has urged G20 nations, including the UK, France, Australia, Mexico, Turkey, Italy, Canada, and Japan, to unite and take bold steps to harness tourism as a powerful driver of sustainable growth and inclusive prosperity. Highlighting the immense potential of the tourism sector to foster economic transformation, the UNWTO emphasized the need for stronger collaboration among these key global players to create a resilient and thriving tourism industry that can propel both local and global economies toward a more sustainable and equitable future.
The United Nations World Tourism Organization (UNWTO) has called for strengthened cooperation among the G20 Tourism Ministers to position tourism as a pivotal driver of inclusion, sustainability, and economic growth. As global tourism continues to evolve, the sector’s ability to foster sustainable development, create jobs, and increase foreign exchange revenue has never been more significant. The UNWTO’s call to action emphasizes that tourism can be a powerful tool in addressing socio-economic disparities, promoting cultural exchange, and protecting the environment, all of which are crucial to achieving broader global sustainability goals.
At the recent meeting, several key priorities were discussed to pave the way for a more inclusive, resilient, and sustainable tourism industry. The G20 economies, which represent the world’s largest and most influential nations, are seen as essential drivers of the future of global tourism. Four main priorities were identified for boosting the sector: empowering micro, small, and medium-sized enterprises (MSMEs) and startups through digital innovation, unlocking financing and investment for the tourism industry, improving air connectivity, and strengthening resilience for sustainable growth.
One of the most pressing areas of focus was the need to support MSMEs and startups, which make up a significant portion of the global tourism ecosystem. These businesses are often the backbone of local economies, especially in developing countries and emerging markets. However, many of these enterprises face considerable challenges in accessing finance, navigating regulatory environments, and adapting to the rapid pace of technological change. By fostering an environment of innovation through digital solutions and greater access to resources, the tourism industry can enable MSMEs and startups to thrive. This would not only benefit the businesses themselves but also the broader tourism value chain, which relies on their success.
The discussion also touched on unlocking tourism financing and investment opportunities. Despite tourism’s vital role as one of the world’s largest employers and a critical generator of foreign exchange, the sector continues to face significant underinvestment, particularly in developing regions. Tourism has the potential to spur economic growth, create jobs, and foster cultural exchange, yet investment in infrastructure, technology, and sustainable practices remains low. To address this gap, the G20 Ministers emphasized the importance of increasing financial flows to tourism-related projects, with a particular focus on supporting sustainable tourism initiatives. By aligning investments with sustainable development goals, the tourism sector can play a key role in mitigating climate change and preserving cultural and natural heritage.
Another central theme of the meeting was improving air connectivity. Air travel is a crucial component of the tourism industry, as it allows people to travel between countries, experience different cultures, and explore new destinations. However, the COVID-19 pandemic exposed the fragility of global air travel networks and highlighted the need for a more robust and resilient air transport system. Improving connectivity through enhanced partnerships between airlines, airports, and governments can help restore confidence in the global travel market, reduce travel disruptions, and ensure that tourists can easily access destinations around the world.
The final priority discussed at the meeting was building resilience for long-term sustainable growth. Tourism is a dynamic sector, constantly subject to fluctuations due to geopolitical tensions, natural disasters, economic shifts, and health crises. The ability to respond to such challenges with agility and foresight is essential for ensuring the long-term viability of the tourism industry. As the sector faces increasing pressures from overtourism, environmental degradation, and the impacts of climate change, there is a growing recognition that sustainability must be at the heart of tourism development. The G20 Ministers emphasized the need for greater collaboration between governments, businesses, and local communities to build a more resilient tourism industry that can weather future challenges.
Financing for development remains one of the critical issues in the global tourism conversation. Despite the sector’s economic significance, Official Development Assistance (ODA) for tourism remains disproportionately low. Currently, tourism receives less than 0.11% of total ODA disbursements, a stark contrast to its vital role as a major economic driver and employer. This gap in funding represents a missed opportunity, particularly for Least Developed Countries (LDCs) and Small Island Developing States (SIDS), which are heavily reliant on tourism for their economic survival. The G20 meeting highlighted the need for greater investment in these regions to unlock the full potential of tourism as a tool for development. By increasing funding to these areas, the international community can help build more resilient and sustainable tourism infrastructures that benefit both local communities and the global tourism industry as a whole.
The G20 economies hold a central position in shaping the future of global tourism. Collectively, they account for 70% of global tourism arrivals and 83% of tourism’s GDP, reflecting their dominant role in the sector’s overall performance. In 2023, tourism contributed directly to 3.1% of G20 GDP, 5% of all exports, and 23% of services exports. This substantial economic contribution underscores the importance of the tourism sector in supporting the global economy and the livelihoods of millions of people around the world.
The United Nations World Tourism Organization (UNWTO) has called on G20 nations, including the UK, France, Australia, Mexico, Turkey, Italy, Canada, and Japan, to unite in bold action, positioning tourism as a catalyst for global sustainable growth and inclusive prosperity. This collaborative effort aims to transform the tourism sector into a powerful driver of economic resilience and long-term sustainability.
As global tourism continues to recover from the impacts of the COVID-19 pandemic, the G20’s focus on strengthening cooperation and boosting sustainable tourism growth is crucial. The sector’s potential to foster inclusive development, protect cultural heritage, and create economic opportunities is immense. By prioritizing digital innovation, investment in infrastructure, air connectivity, and resilience, the G20 can help steer tourism towards a more sustainable, inclusive, and prosperous future. Through these efforts, tourism can become an even more significant force for good in the world, benefiting both travelers and host communities alike.
