The economy of tourism
COMMENT
Growth with purpose T ourism has a unique power. It brings people, cultures and economies together, generating livelihoods and strengthening understanding across borders. That is the purpose of UN Tourism. And for 60 years, ITB Berlin has been where that power is on display and where the sector’s direction is set. This month, I will attend ITB Berlin for the first time as Secretary General, to listen to Member States and industry and to advance practical cooperation for the year ahead. Today, tourism stands at a crossroads. International travel continues to expand, with another year of growth taking international arrivals towards 1.6 billion. The question is not growth. It is the terms of growth and what we are willing to trade for it. As Secretary General of UN Tourism, I believe the future of our sector depends on balance and that will define my mandate. For too long, success has been measured largely by volume: arrivals, occupancy and spending. Growth has delivered benefits. It has also created pressure. Destinations strained by overtourism and emissions
Attending ITB Berlin as Secretary General of UN Tourism for the first time, Shaikha Al Nuwais sets out why the future of travel must align economic opportunity with environmental stewardship and community benefit
aligning economic opportunity with environmental stewardship, social inclusion and long-term resilience. It means measuring success not only by how many visitors arrive, but by whether communities benefit, heritage is protected and emissions fall. Tourism cannot thrive without community consent, protected heritage and healthy natural assets. Balance protects what makes destinations worth visiting. No country can deliver this transition alone. Climate risk, destination capacity and digital influence do not respect borders. UN Tourism’s role is to turn shared ambition into standards that work and projects that deliver, while ensuring developing and rural destinations can manage growth responsibly. When guided by balance and cooperation, tourism remains one of the most effective drivers of sustainable development. It creates jobs, especially for women and young people, supports small businesses and strengthens investment in culture and conservation. And at a time of fragmentation, travel can still widen horizons and build respect. The connections forged at ITB Berlin will shape tourism for decades to come. If we embrace balance now and work together with discipline, tourism can deliver shared prosperity, cultural exchange and sustainability in a world that needs all three.
rising show that expansion without safeguards is neither sustainable nor resilient. This is why tourism in balance must
guide global tourism policy and why I am encouraged to see this principle shaping
conversations at ITB Berlin. Balance means
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