What Is World Tourism And Why Is It Important?

World tourism is the act of traveling for recreational, leisure, or business purposes and SIXT.VN helps you explore the world. It involves people journeying to destinations outside their usual environment, experiencing different cultures, and contributing to the global economy. With SIXT.VN, you can discover a world of travel opportunities.

1. What Exactly Is World Tourism?

World tourism encompasses the activities of people traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, or other purposes according to the United Nations World Tourism Organization (UNWTO). It’s about exploring new cultures, seeing famous landmarks, experiencing different lifestyles, and contributing to the economies of the places visited. Essentially, it’s the global movement of people for various reasons, all contributing to a rich tapestry of experiences and economic impact.

1.1. Key Components of World Tourism

• Travel: The physical act of moving from one place to another, whether by plane, train, car, or ship.
• Purpose: The reason for travel, which can be leisure, business, or other personal reasons.
• Duration: The length of stay in the destination, typically less than one year.
• Destination: The place visited, which is outside the traveler’s usual environment.
• Impact: The economic, social, and environmental effects of tourism on both the traveler and the destination.

1.2. Different Types of Tourism

Tourism is a multifaceted industry encompassing various types, each catering to different interests and preferences. According to the UNWTO, understanding these types helps tailor experiences and manage resources effectively.

• Leisure Tourism: Traveling for relaxation, recreation, and enjoyment.
• Business Tourism: Traveling for work-related purposes, such as meetings, conferences, and trade shows.
• Cultural Tourism: Traveling to experience the history, art, and traditions of a place.
• Adventure Tourism: Traveling for outdoor activities like hiking, climbing, and water sports.
• Medical Tourism: Traveling to receive medical treatment or procedures.
• Ecotourism: Traveling responsibly to natural areas, conserving the environment, and improving the well-being of local people.

1.3. The Evolution of World Tourism

Tourism has evolved significantly throughout history. In ancient times, travel was primarily for trade, pilgrimage, or conquest. The Romans were among the first to travel for leisure, building villas and resorts in scenic locations. The Middle Ages saw religious pilgrimages as a major form of tourism, with routes like the Camino de Santiago becoming popular. The Industrial Revolution in the 19th century brought advancements in transportation, such as railways and steamships, making travel more accessible to the masses. The 20th century witnessed the rise of air travel and mass tourism, with destinations around the globe becoming easily reachable.

Today, tourism continues to evolve with the rise of digital technology, sustainable practices, and personalized experiences. Travelers are increasingly seeking authentic and unique adventures, leading to the growth of niche tourism markets.

2. What Are the Key Drivers Behind World Tourism’s Growth?

Several factors contribute to the continuous expansion of world tourism. Understanding these drivers helps businesses like SIXT.VN tailor their services to meet the changing needs of travelers.

2.1. Increased Disposable Income

As economies grow and living standards improve, more people have the financial means to travel. According to the World Bank, global per capita income has been steadily rising, allowing more individuals and families to afford vacations and travel experiences. With more disposable income, people are willing to spend on leisure activities, including travel.

2.2. Technological Advancements

Technology has revolutionized the tourism industry. Online booking platforms, travel apps, and social media have made it easier than ever to plan and book trips. These tools provide travelers with access to information, reviews, and deals, empowering them to make informed decisions.

2.3. Improved Transportation

Advancements in transportation infrastructure, such as airports, highways, and high-speed trains, have made it easier and faster to reach destinations around the world. Air travel has become more affordable and accessible, connecting people from different corners of the globe.

2.4. Globalization

Globalization has fostered greater cultural exchange and understanding, increasing people’s desire to explore new places and experience different cultures. The interconnectedness of the world has made it easier to travel, communicate, and conduct business internationally.

2.5. Destination Marketing

Effective marketing and promotion of destinations play a crucial role in attracting tourists. Tourism boards and organizations invest in advertising campaigns, public relations, and digital marketing to showcase their attractions and experiences. These efforts help create awareness and generate interest among potential travelers.

3. Why Is World Tourism Considered So Important?

World tourism is important because it generates economic growth, promotes cultural exchange, and fosters understanding between people from different backgrounds. It also helps to protect natural and cultural heritage, create jobs, and improve the quality of life for local communities.

3.1. Economic Benefits

Tourism is a major contributor to the global economy, generating trillions of dollars in revenue each year. According to the UNWTO, tourism accounts for about 10% of global GDP and supports millions of jobs worldwide. It stimulates economic activity in various sectors, including transportation, hospitality, entertainment, and retail.

• Job Creation: Tourism creates jobs in hotels, restaurants, tour operations, and other related industries.
• Revenue Generation: Tourism generates revenue through tourist spending on accommodation, food, transportation, and attractions.
• Infrastructure Development: Tourism investment leads to the development of infrastructure, such as airports, roads, and utilities, which benefits local communities.

3.2. Cultural Exchange

Tourism promotes cultural exchange by bringing people from different backgrounds together. It allows travelers to learn about new cultures, traditions, and lifestyles, fostering understanding and tolerance. Cultural tourism also helps to preserve and promote cultural heritage, such as historical sites, museums, and festivals.

• Understanding and Tolerance: Tourism promotes understanding and tolerance by exposing people to different cultures and perspectives.
• Preservation of Heritage: Tourism provides economic incentives to preserve cultural heritage sites and traditions.
• Cross-Cultural Communication: Tourism facilitates communication and interaction between people from different cultural backgrounds.

3.3. Environmental Conservation

While tourism can have negative environmental impacts, it can also contribute to conservation efforts. Ecotourism, for example, promotes responsible travel to natural areas, minimizing environmental damage and supporting local communities. Tourism revenue can be used to fund conservation projects, such as national parks and wildlife reserves.

• Ecotourism: Ecotourism promotes responsible travel to natural areas, minimizing environmental impacts and supporting local communities.
• Conservation Funding: Tourism revenue can be used to fund conservation projects, such as national parks and wildlife reserves.
• Environmental Awareness: Tourism raises awareness about environmental issues and encourages travelers to adopt sustainable practices.

3.4. Social Benefits

Tourism can improve the quality of life for local communities by providing economic opportunities, improving infrastructure, and promoting social development. It can also empower women and marginalized groups, providing them with access to education, training, and employment.

• Improved Quality of Life: Tourism can improve the quality of life for local communities by providing economic opportunities and improving infrastructure.
• Empowerment of Women: Tourism can empower women by providing them with access to education, training, and employment opportunities.
• Social Development: Tourism can promote social development by improving access to healthcare, education, and other essential services.

4. How Has World Tourism Been Impacted By Recent Events?

Recent global events, such as the COVID-19 pandemic, have had a profound impact on world tourism. Understanding these impacts is crucial for adapting and innovating in the industry.

4.1. The COVID-19 Pandemic

The COVID-19 pandemic brought world tourism to a standstill. Travel restrictions, lockdowns, and border closures led to a sharp decline in international arrivals. According to the UNWTO, international tourist arrivals decreased by 74% in 2020, resulting in billions of dollars in lost revenue.

• Travel Restrictions: Travel restrictions, such as border closures and quarantine requirements, significantly reduced international travel.
• Economic Losses: The pandemic resulted in significant economic losses for tourism-dependent countries and businesses.
• Shift to Domestic Tourism: With international travel restricted, many people turned to domestic tourism, exploring destinations within their own countries.

4.2. Geopolitical Instability

Geopolitical instability, such as conflicts and political tensions, can also impact world tourism. Regions experiencing conflict or instability often see a decline in tourist arrivals, as travelers perceive them as unsafe.

• Decline in Tourist Arrivals: Regions experiencing conflict or instability often see a decline in tourist arrivals.
• Impact on Local Economies: Reduced tourism can have a significant impact on local economies that rely on tourist revenue.
• Shift to Safer Destinations: Travelers may shift to safer destinations, avoiding regions perceived as risky.

4.3. Climate Change

Climate change poses a long-term threat to world tourism. Rising sea levels, extreme weather events, and changing ecosystems can damage tourism infrastructure, reduce the appeal of destinations, and disrupt travel patterns.

• Damage to Infrastructure: Rising sea levels and extreme weather events can damage tourism infrastructure, such as hotels, airports, and roads.
• Reduced Appeal of Destinations: Climate change can reduce the appeal of destinations, such as beaches, ski resorts, and natural parks.
• Disruption of Travel Patterns: Climate change can disrupt travel patterns, as travelers avoid regions prone to extreme weather events.

4.4. Economic Downturns

Economic downturns can also impact world tourism. During periods of economic recession or financial crisis, people may reduce their spending on discretionary items, such as travel.

• Reduced Spending on Travel: During economic downturns, people may reduce their spending on discretionary items, such as travel.
• Decline in Tourist Arrivals: Economic downturns can lead to a decline in tourist arrivals, as people cut back on travel expenses.
• Impact on Tourism Businesses: Reduced tourism can have a significant impact on tourism businesses, such as hotels, restaurants, and tour operators.

5. How Can Technology Enhance World Tourism Experiences?

Technology plays a pivotal role in enhancing world tourism experiences, making travel more accessible, convenient, and personalized. Here’s how:

5.1. Online Booking Platforms

Online booking platforms like Booking.com, Expedia, and Airbnb have revolutionized the way people plan and book their trips. These platforms provide travelers with access to a wide range of accommodation options, flights, tours, and activities, all in one place. They also offer user reviews and ratings, helping travelers make informed decisions.

5.2. Mobile Apps

Mobile apps have become essential tools for travelers. Apps like Google Maps, TripAdvisor, and local transportation apps provide travelers with real-time information, navigation, and recommendations. They also allow travelers to book transportation, order food, and access local services.

5.3. Virtual and Augmented Reality

Virtual and augmented reality technologies are transforming the way people experience destinations. VR tours allow travelers to explore historical sites, museums, and natural wonders from the comfort of their own homes. AR apps provide travelers with interactive experiences, such as overlaying historical information on real-world landmarks.

5.4. Artificial Intelligence

Artificial intelligence is being used to personalize travel experiences. AI-powered chatbots provide travelers with instant customer service and support. AI algorithms analyze travel data to provide personalized recommendations for accommodation, activities, and transportation.

5.5. Internet of Things (IoT)

The Internet of Things is connecting devices and systems to create smart tourism experiences. Smart hotels use IoT devices to automate tasks, such as controlling room temperature, lighting, and entertainment. Smart cities use IoT sensors to monitor traffic, manage resources, and provide real-time information to travelers.

6. What Role Does Sustainable Tourism Play in the Future?

Sustainable tourism is essential for preserving the environment, protecting cultural heritage, and supporting local communities. It involves traveling in a way that minimizes negative impacts and maximizes positive contributions.

6.1. Environmental Sustainability

Environmental sustainability involves minimizing the environmental impact of tourism activities. This can be achieved through measures such as reducing carbon emissions, conserving water and energy, and protecting natural habitats.

• Reducing Carbon Emissions: Travelers can reduce their carbon footprint by choosing eco-friendly transportation options, such as trains and buses, and by supporting businesses that prioritize sustainability.
• Conserving Water and Energy: Hotels and resorts can conserve water and energy by implementing measures such as using low-flow fixtures, installing solar panels, and promoting responsible consumption among guests.
• Protecting Natural Habitats: Tourism activities should be planned and managed to minimize disturbance to natural habitats and wildlife. This can be achieved through measures such as establishing protected areas, regulating tourism activities, and educating travelers about responsible behavior.

6.2. Cultural Sustainability

Cultural sustainability involves preserving and promoting cultural heritage. This can be achieved through measures such as supporting local artisans, promoting cultural tourism, and respecting local customs and traditions.

• Supporting Local Artisans: Travelers can support local artisans by purchasing locally made products and souvenirs.
• Promoting Cultural Tourism: Cultural tourism can help to preserve and promote cultural heritage by generating revenue for historical sites, museums, and cultural events.
• Respecting Local Customs and Traditions: Travelers should respect local customs and traditions by dressing appropriately, asking permission before taking photos, and avoiding behavior that could be offensive or disrespectful.

6.3. Economic Sustainability

Economic sustainability involves ensuring that tourism benefits local communities. This can be achieved through measures such as supporting local businesses, providing fair wages and working conditions, and investing in community development projects.

• Supporting Local Businesses: Travelers can support local businesses by purchasing goods and services from local providers.
• Providing Fair Wages and Working Conditions: Tourism businesses should provide fair wages and working conditions for their employees, ensuring that they receive a living wage and have access to benefits such as healthcare and education.
• Investing in Community Development Projects: Tourism revenue can be used to fund community development projects, such as schools, hospitals, and infrastructure improvements.

6.4. Social Sustainability

Social sustainability involves ensuring that tourism is inclusive and equitable. This can be achieved through measures such as promoting accessibility for people with disabilities, empowering marginalized groups, and promoting cultural exchange and understanding.

• Promoting Accessibility for People with Disabilities: Tourism businesses should ensure that their facilities and services are accessible to people with disabilities, providing ramps, elevators, and other accommodations as needed.
• Empowering Marginalized Groups: Tourism can empower marginalized groups by providing them with access to education, training, and employment opportunities.
• Promoting Cultural Exchange and Understanding: Tourism can promote cultural exchange and understanding by bringing people from different backgrounds together, fostering tolerance and respect.

A group of tourists participating in a sustainable tourism activity, planting trees in a forest

7. How Does World Tourism Benefit Local Communities?

World tourism offers numerous benefits to local communities, enhancing their economies, cultures, and overall quality of life.

7.1. Job Creation

Tourism is a significant source of employment for local communities. Hotels, restaurants, tour operators, and other tourism-related businesses create jobs for local residents, providing them with income and opportunities for advancement.

• Direct Employment: Tourism creates direct employment in hotels, restaurants, tour operations, and other tourism-related businesses.
• Indirect Employment: Tourism also creates indirect employment in sectors such as agriculture, transportation, and retail, as these sectors provide goods and services to the tourism industry.
• Entrepreneurship Opportunities: Tourism provides opportunities for local residents to start their own businesses, such as guesthouses, restaurants, and tour operations.

7.2. Economic Growth

Tourism contributes to economic growth by generating revenue for local businesses and governments. Tourist spending on accommodation, food, transportation, and attractions stimulates economic activity and supports local economies.

• Revenue Generation: Tourist spending generates revenue for local businesses and governments.
• Increased Tax Revenue: Tourism can increase tax revenue for local governments, which can be used to fund public services such as schools, hospitals, and infrastructure improvements.
• Diversification of the Economy: Tourism can help to diversify the economy, reducing reliance on traditional industries such as agriculture and manufacturing.

7.3. Infrastructure Development

Tourism investment often leads to the development of infrastructure, such as airports, roads, and utilities, which benefits local communities. These infrastructure improvements can improve access to healthcare, education, and other essential services.

• Improved Transportation: Tourism investment can lead to the development of airports, roads, and other transportation infrastructure, improving access to destinations and facilitating travel.
• Upgraded Utilities: Tourism development can lead to the upgrading of utilities such as water, electricity, and telecommunications, improving the quality of life for local residents.
• Enhanced Public Services: Tourism revenue can be used to fund enhanced public services such as schools, hospitals, and parks.

7.4. Cultural Preservation

Tourism can help to preserve and promote cultural heritage. By attracting visitors to historical sites, museums, and cultural events, tourism can generate revenue for these attractions, helping to ensure their long-term survival.

• Preservation of Historical Sites: Tourism can generate revenue for historical sites, helping to fund their preservation and maintenance.
• Promotion of Cultural Events: Tourism can help to promote cultural events such as festivals, concerts, and theatrical performances, attracting visitors and generating revenue for local artists and performers.
• Support for Local Artisans: Tourism can support local artisans by providing them with a market for their products, helping to preserve traditional crafts and skills.

7.5. Community Empowerment

Tourism can empower local communities by providing them with opportunities for economic and social development. By involving local residents in tourism planning and management, tourism can ensure that benefits are shared equitably and that local voices are heard.

• Community Participation: Involving local residents in tourism planning and management can ensure that benefits are shared equitably and that local voices are heard.
• Education and Training Opportunities: Tourism can provide education and training opportunities for local residents, helping them to develop the skills and knowledge needed to succeed in the tourism industry.
• Empowerment of Marginalized Groups: Tourism can empower marginalized groups by providing them with access to economic opportunities and decision-making processes.

8. What Are the Potential Negative Impacts of World Tourism?

While world tourism offers numerous benefits, it’s crucial to acknowledge and address its potential negative impacts to ensure sustainable growth.

8.1. Environmental Degradation

Tourism can contribute to environmental degradation through pollution, deforestation, and overuse of natural resources. Increased air and water pollution, habitat destruction, and depletion of natural resources can have devastating effects on local ecosystems.

• Air and Water Pollution: Tourism can contribute to air and water pollution through emissions from transportation, sewage disposal, and waste management.
• Deforestation: Tourism development can lead to deforestation as land is cleared for hotels, resorts, and other tourism facilities.
• Overuse of Natural Resources: Tourism can lead to the overuse of natural resources such as water, energy, and land, putting strain on local ecosystems.

8.2. Cultural Commodification

Tourism can lead to the commodification of culture, as cultural traditions and practices are commercialized and adapted to meet the demands of tourists. This can result in the loss of authenticity and cultural identity.

• Commercialization of Culture: Tourism can lead to the commercialization of culture as cultural traditions and practices are adapted to meet the demands of tourists.
• Loss of Authenticity: The commercialization of culture can result in the loss of authenticity as cultural traditions and practices are altered or simplified for tourist consumption.
• Cultural Stereotyping: Tourism can perpetuate cultural stereotyping as tourists are presented with a simplified and often inaccurate view of local cultures.

8.3. Social Disruption

Tourism can lead to social disruption by displacing local residents, increasing crime rates, and exacerbating social inequalities. The influx of tourists can put strain on local resources and infrastructure, leading to overcrowding and congestion.

• Displacement of Local Residents: Tourism development can lead to the displacement of local residents as land is acquired for hotels, resorts, and other tourism facilities.
• Increased Crime Rates: Tourism can lead to increased crime rates as tourists become targets for theft and scams.
• Exacerbation of Social Inequalities: Tourism can exacerbate social inequalities as the benefits of tourism are not always shared equitably among local residents.

8.4. Economic Dependency

Tourism can lead to economic dependency as local economies become overly reliant on tourism revenue. This can make them vulnerable to economic shocks, such as recessions or natural disasters, that disrupt tourism activity.

• Over-Reliance on Tourism Revenue: Tourism can lead to over-reliance on tourism revenue, making local economies vulnerable to economic shocks.
• Lack of Economic Diversification: Tourism can hinder economic diversification as local economies focus on tourism-related activities at the expense of other sectors.
• Vulnerability to External Factors: Tourism economies can be vulnerable to external factors such as recessions, natural disasters, and geopolitical instability.

8.5. Infrastructure Overload

The influx of tourists can strain local infrastructure, leading to overcrowding, congestion, and inadequate services. This can negatively impact the quality of life for local residents and the visitor experience.

• Overcrowding and Congestion: The influx of tourists can lead to overcrowding and congestion, making it difficult for local residents and visitors to move around and enjoy destinations.
• Inadequate Services: Tourism can strain local infrastructure, leading to inadequate services such as water, electricity, and waste management.
• Damage to Infrastructure: Increased use of infrastructure can lead to damage and deterioration, requiring costly repairs and maintenance.

9. What Trends Are Shaping the Future of World Tourism?

Several trends are shaping the future of world tourism, reflecting changing traveler preferences, technological advancements, and global challenges.

9.1. Personalized Experiences

Travelers are increasingly seeking personalized experiences tailored to their individual interests and preferences. They want to engage in activities that are authentic, unique, and meaningful.

• Customized Itineraries: Travelers want customized itineraries that reflect their individual interests and preferences.
• Unique Activities: Travelers are seeking unique activities that offer them the opportunity to learn new skills, experience new cultures, and connect with local communities.
• Authentic Experiences: Travelers are seeking authentic experiences that allow them to immerse themselves in local culture and traditions.

9.2. Sustainable Travel

Sustainable travel is becoming increasingly important as travelers become more aware of the environmental and social impacts of their travel choices. They want to travel in a way that minimizes negative impacts and maximizes positive contributions.

• Eco-Friendly Accommodation: Travelers are seeking eco-friendly accommodation options that prioritize sustainability.
• Responsible Tour Operators: Travelers are choosing responsible tour operators that support local communities and protect the environment.
• Low-Impact Activities: Travelers are engaging in low-impact activities that minimize their environmental footprint.

9.3. Digital Nomadism

Digital nomadism is on the rise as more people embrace remote work and seek to combine travel with their careers. Digital nomads work remotely while traveling the world, exploring new destinations and experiencing different cultures.

• Remote Work Opportunities: The rise of remote work has made it easier for people to combine travel with their careers.
• Flexible Lifestyles: Digital nomads enjoy flexible lifestyles that allow them to travel the world while earning a living.
• Co-Working Spaces: Co-working spaces provide digital nomads with access to office facilities, networking opportunities, and a sense of community.

9.4. Wellness Tourism

Wellness tourism is growing as travelers seek to improve their physical, mental, and spiritual well-being. They are engaging in activities such as yoga retreats, spa treatments, and nature hikes to relax, rejuvenate, and reconnect with themselves.

• Yoga Retreats: Yoga retreats offer travelers the opportunity to practice yoga, meditate, and connect with nature.
• Spa Treatments: Spa treatments provide travelers with relaxation, rejuvenation, and therapeutic benefits.
• Nature Hikes: Nature hikes allow travelers to connect with nature, exercise, and improve their mental well-being.

9.5. Adventure Tourism

Adventure tourism is gaining popularity as travelers seek thrilling and challenging experiences. They are engaging in activities such as hiking, climbing, white-water rafting, and scuba diving to test their limits and explore the natural world.

• Hiking and Climbing: Hiking and climbing offer travelers the opportunity to explore mountains, forests, and other natural landscapes.
• White-Water Rafting: White-water rafting provides travelers with an adrenaline rush as they navigate rapids and explore rivers.
• Scuba Diving: Scuba diving allows travelers to explore underwater ecosystems and discover marine life.

10. How Can SIXT.VN Enhance Your World Tourism Experience?

SIXT.VN offers a range of services designed to enhance your world tourism experience, making your travels more convenient, enjoyable, and memorable.

10.1. Travel Consultation Services

SIXT.VN provides personalized travel consultation services to help you plan your perfect trip. Our experienced travel consultants will work with you to understand your interests, preferences, and budget, and create a customized itinerary that meets your needs.

10.2. Airport Transfer Services

SIXT.VN offers reliable and convenient airport transfer services to ensure a smooth arrival and departure. Our professional drivers will meet you at the airport and transport you to your hotel or other destination in comfort and style.

10.3. Hotel Booking Services

SIXT.VN offers a wide range of hotel booking services to suit every budget and preference. Whether you are looking for a luxury resort, a boutique hotel, or a budget-friendly guesthouse, we can help you find the perfect accommodation for your trip.

10.4. Tour Booking Services

SIXT.VN provides a variety of tour booking services to help you explore your destination. From city tours and historical excursions to nature hikes and adventure activities, we can help you discover the best that your destination has to offer.

10.5. Flight Booking Services

SIXT.VN offers flight booking services to help you find the best deals on airfare. Our travel consultants will search for the most affordable and convenient flights to your destination, saving you time and money.

10.6. Hanoi Tour Packages

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Frequently Asked Questions (FAQs) About World Tourism

1. What is the definition of a tourist according to the UNWTO?

A tourist is defined as someone who travels to and stays in places outside their usual environment for not more than one consecutive year for leisure, business, or other purposes.

2. What are the main benefits of world tourism?

The main benefits include economic growth, cultural exchange, environmental conservation, and social development.

3. How has the COVID-19 pandemic impacted world tourism?

The pandemic caused a sharp decline in international arrivals due to travel restrictions, lockdowns, and border closures.

4. What is sustainable tourism and why is it important?

Sustainable tourism involves traveling in a way that minimizes negative impacts and maximizes positive contributions to the environment, culture, and local communities. It is important for preserving resources for future generations.

5. How can technology enhance the tourism experience?

Technology enhances the tourism experience through online booking platforms, mobile apps, virtual and augmented reality, and artificial intelligence.

6. What are some trends shaping the future of world tourism?

Trends include personalized experiences, sustainable travel, digital nomadism, wellness tourism, and adventure tourism.

7. What are the potential negative impacts of world tourism?

Potential negative impacts include environmental degradation, cultural commodification, social disruption, and economic dependency.

8. How can local communities benefit from tourism?

Local communities can benefit from job creation, economic growth, infrastructure development, cultural preservation, and community empowerment.

9. What role does education play in promoting sustainable tourism?

Tourism education and capacity building equip the sector with the skills it needs, supporting Member States in addressing educational gaps and creating platforms for knowledge sharing.

10. How does UN Tourism foster innovation in the tourism sector?

UN Tourism fosters innovation by supporting start-ups, scaling new ideas, monitoring trends, identifying investment opportunities, and connecting destinations with global investors.