UN Tourism has opened applications for the 2025 edition of its prestigious Best Tourism Villages initiative. This initiative marks a continued commitment to advancing rural tourism as a catalyst for sustainable development and inclusion, while celebrating the rich tapestry of cultural and natural heritage, community values, and sustainable practices that make these destinations unique.

UN Tourism is proud to announce the appointment of basketball legends Stephen Curry and Zaza Pachulia as Special Ambassadors for Sports Tourism.

UN Tourism has returned to the FITUR international trade fair to advance the sector’s shift towards greater accessibility and growth propelled by investments and innovation.

With 1.4 billion international tourist arrivals recorded globally, 2024 marked the recovery of international tourism from the worst crisis in the sector’s history. A majority of destinations welcomed more international tourists in 2024 than they did before the pandemic, while visitor spending also continued to grow strongly.

UN Tourism joined with the Ministry of Culture, Sports, and Tourism of Vietnam to host the First Conference on Tourism for Rural Development in the historic town of Hoi An. The event brought together government officials, international and regional financial institutions, development agencies, tourism professionals, rural community leaders, researchers and NGOs to explore policies and strategies to maximize the role of tourism in progressing development in rural areas.

Around 1.1 billion tourists travelled internationally in the first nine months of 2024, as the global tourism sector recovered 98% of pre-pandemic levels. According to the latest World Tourism Barometer by UN Tourism, a full recovery from the biggest crisis in the sector’s history is expected by the end of the year, despite economic, geopolitical and climate challenges.