SHERIDAN, WYOMING Jan. 26, 2025 – The United Nations World Tourism Organization (UNWTO) marked a significant presence at the FITUR international trade fair in Madrid, emphasizing the importance of accessibility and investment in driving the tourism sector forward.1 The event, which ran from January 22-26, 2025, saw UNWTO celebrate its 50th anniversary and reaffirm its commitment to making tourism a catalyst for peace and understanding.2
FITUR 2025: A Platform for Collaboration and Innovation
UNWTO Secretary-General Zurab Pololikashvili highlighted the long-standing partnership between UNWTO and FITUR, stating, "As UN Tourism celebrates 50 years, FITUR meets for the 45th time.3 Together, we have helped shape global tourism, building bridges between the public and private sectors, promoting dialogue and cooperation and advancing shared priorities around innovation, sustainability and resilience.”4
Throughout the event, UNWTO engaged in high-level discussions with tourism ministers, industry leaders, and representatives from member states, focusing on key priorities such as fostering innovation, promoting sustainable tourism practices, and enhancing the resilience of the sector.5
Driving Investment in Tourism
UNWTO hosted a special Investment Breakfast in partnership with the Development Bank of Latin America and the Caribbean (CAF), bringing together experts to explore investment opportunities and challenges in the region.6 The event also saw the launch of new additions to UNWTO's "Tourism Doing Business" Investment Guidelines, with publications focusing on Panama and Brazil, the partner country of FITUR 2025.7
Promoting Accessible Tourism for All
In line with its commitment to inclusive tourism, UNWTO, alongside AccessibleEU, organized a side event titled "Accessible Tourism: Harnessing the Benefits of Inclusive Destinations for Companies and People."8 This event, held in collaboration with the ONCE Foundation, the European Network for Accessible Tourism, and ILUNION Acesibilidad, celebrated the progress made in accessible tourism and highlighted the advantages of creating inclusive destinations.9 Discussions centered on addressing challenges related to infrastructure and leveraging innovation to improve accessibility for visitors of all abilities.
Strengthening Partnerships with Affiliate Members
UNWTO further strengthened its ties with its Affiliate Members at FITUR 2025 through the "Affiliate Members Corner," which focused on "Targeting Traveler Segments."10 This event explored key growth areas and potential opportunities for destinations seeking to diversify their tourism offerings.
Additionally, UNWTO signed new Memorandums of Understanding with Affiliate Member CIFFT (Audiovisual Tourism Advertising) to promote creativity and innovation within the sector.11
Looking Ahead
UNWTO's participation in FITUR 2025 underscored its dedication to driving sustainable and inclusive growth within the tourism industry. By fostering collaboration, promoting investment, and championing accessibility, UNWTO continues to shape the future of tourism, ensuring its benefits are enjoyed by all.