UNWTO Rebrands as UN Tourism, Aiming to Transform Tourism for a Better Future

Marking a significant shift, the World Tourism Organization (UNWTO) has officially rebranded itself as UN Tourism. This move signifies a renewed commitment to driving positive change in the global tourism industry, placing “people and planet” at the forefront.

A New Narrative for a New Era:

Partnering with Interbrand, UN Tourism has crafted a comprehensive brand identity and narrative that reflects its core mission and priorities. The organization emphasizes three key messages:

• Global Leadership: Leveraging the UN’s authority and reputation.
• Connecting the World: Fostering international understanding and collaboration.
• Proactive Transformation: Championing sustainable and responsible tourism practices.

Beyond Acronyms:

By transitioning from UNWTO to the simpler “UN Tourism,” the organization aims to become more approachable and relatable to a wider audience. This change has received widespread support from member states, reflecting their commitment to UN Tourism’s ongoing transformation.

A Global Reach:

With headquarters in Madrid and regional offices across the globe, UN Tourism collaborates with 160 member states, hundreds of private sector partners, and individuals alike. Its core focus rests on promoting sustainable tourism practices aligned with the UN’s 2030 Agenda for Sustainable Development.

Driving Positive Change:

UN Tourism Secretary-General Zurab Pololikashvili emphasizes the organization’s crucial role in fostering economic prosperity, environmental protection, and international harmony through responsible tourism development.

A Distinct and Memorable Brand:

Borja Borrero, Executive Director at Interbrand, highlights the advantages of the new brand identity. The simplified name and logo enhance recognition and clarity, while the visual language reinforces the organization’s focus on dynamic, people-centric tourism.

A World of Possibilities:

The new brand extends beyond words and visuals, encompassing a revitalized design language. The tagline “Bringing the world closer” reflects the organization’s commitment to fostering global connections and responsible travel experiences.

A Gradual Implementation:

The new brand will be progressively rolled out across all UN Tourism touchpoints in the coming months, starting with digital platforms and eventually encompassing physical spaces, publications, and other materials.

This rebranding signifies UN Tourism’s unwavering commitment to transforming the tourism industry into a powerful force for positive global change.