Home » Europe » Europe to lead international travel and tourism growth through innovation and collaboration: UN Tourism
Tuesday, April 9, 2024
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Photo courtesy of United Nations Tourism
The 70th United Nations Tourism Europe Conference, held in Albania, set the stage for tourism growth with a focus on post-pandemic recovery, sustainability and innovation.
The 70th session of the United Nations European Tourism Commission took place in the Albanian capital, bringing together 40 distinguished delegates to promote a collaborative approach to address the main challenges and seize the opportunities in the tourism sector in the post-pandemic era.
This pivotal meeting provided a key opportunity for dialogue and collaboration, fostering an environment for the exchange of knowledge, best practices and strategies to navigate challenges and opportunities for the tourism industry. The meeting demonstrated the joint commitment of almost all UN Tourism Europe Member States to strengthen the role of tourism in the region.
UN Tourism Secretary-General Zurab Pololikashvili highlighted Albania’s pivotal role in the recovery of the tourism sector and met with Albanian Prime Minister Edi Rama ahead of the Committee meeting to explore mutual priorities and avenues for future cooperation. Albania was lauded for its impressive tourism performance in 2023, with a 53% increase in international visitors compared to 2019, positioning it as a leader in the post-COVID-19 tourism recovery effort.
The Secretary-General and Prime Minister Rama’s discussions also discussed sustainable tourism development with a focus on promoting responsible tourism practices, leveraging digital innovation and fostering economic growth through tourism education. The two leaders stressed the importance of building a resilient and inclusive tourism industry that supports local communities and protects cultural heritage.
The conference also focused on the adoption of the European Agenda legal framework, a blueprint that reflects the shared ambition of European UN Tourism Member States to adapt the region’s tourism ecosystem to modern trends and realities. The framework is rooted in the consultations launched at the 66th Commission session in 2021 and aims to align regional and local level efforts to Member States’ specific needs and strengthen Europe’s position as a global leader in tourism innovation.
Looking ahead, Committee members received an update on preparations for World Tourism Day 2024, which will be hosted by Georgia, and accepted Azerbaijan’s invitation to host the next Committee meeting in 2025.
The second meeting of the Southeast Europe Working Group, held on the sidelines of the main event, focused on tourism challenges in Southeast Europe. During this forum, representatives from across the region delved into specific issues such as short-term rentals and regional investments, enriching the dialogue with diverse perspectives and solutions.
In addition, the upcoming side conference entitled “Tourism Investment and Economic Development in Europe” will present the guideline prepared by the United Nations Tourism Office, “Tourism Business: Investing in Albania”. The objective of the event is to highlight global tourism investment trends, identify strategies to accelerate the positive impact of investments, and share success stories and prospects for tourism investment in Albania.
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