UN Tourism unites ministers around shared vision at ITB Berlin 2025
‘Invest in tourism for peace’ call
The United Nations World Tourism Organisation (UN Tourism) returned to ITB Berlin 2025 with a strong message about tourism’s power as a tool for peace, security, and economic growth. The agency used the occasion to call for greater investments in the sector, highlighting tourism’s potential to drive global peace and collaboration.
Celebrating its 50th anniversary, UN Tourism reaffirmed its founding vision of tourism as a force for peace while looking ahead to a more resilient and inclusive industry-driven future, driven by innovation and investment.
UN Tourism’s presence at the world’s largest travel trade show at Messe Berlin underscored its role as a bridge between public and private sectors. In a historic first, the organisation hosted a high-level summit featuring ministers of tourism from 23 countries, marking a significant moment in global tourism dialogue.
Opening the event, UN Tourism Secretary-General Zurab Pololikashvili emphasised tourism’s critical role in fostering peace. “As we have seen in Berlin and across many parts of the world, when people can travel freely and when everyone benefits from tourism, they are more likely to support peaceful resolutions and collaborate,” he stated.
“Peace and security are essential to achieving our vision for the future. Our focus on education, innovation, and investment ensures that tourism is not just a driver of economic growth, but also a vehicle for empowerment and sustainability.”
Pololikashvili also congratulated the Prime Minister of Albania, Edi Rama, for his leadership in transforming Albania into one of Europe’s top-performing tourism destinations.
Albania, which is hosting ITB Berlin 2025, saw a remarkable increase in tourism arrivals in 2024, emerging as the leading European country in terms of growth since the onset of the pandemic. UN Tourism also highlighted Albania’s commitment to tourism investment, which is reflected in the country’s updated UN Tourism Investment Guidelines.
The Ministerial Summit, “Enhancing Investment, Ensuring Peace: Harnessing Growth, Shaping the Future,” was a cornerstone of this year’s ITB. It brought together tourism ministers, high-level representatives, and leaders from various international organisations to discuss the importance of peace, security, and investment in shaping the future of the tourism industry.
Notable attendees included Julia Simpson, President and CEO of the World Travel and Tourism Council (WTTC), representatives from the International Air Transport Association (IATA) and the Istanbul Convention & Visitors Bureau.
During the summit, discussions centred around the crucial role of a secure and peaceful environment in attracting investment and how public-private partnerships can positively impact the tourism sector and local communities.
Leaders from various destinations shared best practices, discussing how investments can be effectively managed to ensure they benefit both the tourism industry and the host communities.
“Investment is key to ensuring the sustainable growth of the tourism sector,” said Pololikashvili. “However, investment alone is not enough. Strong governance, long-term planning, and inclusivity are just as important to ensure that tourism’s benefits reach everyone.”
In addition to the Ministerial Summit, UN Tourism took the opportunity to hold bilateral meetings with tourism leaders from Armenia, Cambodia, Croatia, Indonesia, Poland, Montenegro, and Venezuela, further strengthening relationships with member states and exploring avenues for future collaboration.
As the world recovers from the pandemic and faces new global challenges, the importance of tourism as a driver of economic recovery and peaceful cooperation has never been more evident.
The message from ITB Berlin 2025 is clear: Tourism is not only about travel—it’s about building bridges, fostering mutual understanding, and ensuring a peaceful and prosperous future for all.
The event also highlighted how crucial it is for tourism to remain inclusive, focusing on fostering innovation and sustainability. The tourism sector can be a vital force for positive global change through strong partnerships and continued investment.
Image: Tourists at a street cafe enjoy the spring sunshine in Madrid City on February 27, 2025. Credit: Arnold Pinto
