Every year on 27 September, the world pauses to recognize the power of tourism.
World Tourism Day isn’t just a symbolic date, it’s a global reminder that travel, when done responsibly, can drive economic growth, foster cultural understanding, and support our planet’s future.
This year, World Tourism Day 2025 lands on a Saturday, offering the perfect moment for destinations, brands, and travelers to reflect, celebrate, and innovate around the theme: Tourism and Sustainable Transformation.
What is World Tourism Day?
Established in 1980 by the United Nations World Tourism Organization (UN Tourism), World Tourism Day commemorates the adoption of the UNWTO Statutes on 27 September 1970.
Its purpose is clear:
✔️ Raise awareness of tourism’s cultural, social, and economic value
✔️ Highlight tourism’s role in achieving the UN Sustainable Development Goals (SDGs)
✔️ Showcase the sector’s ability to transform lives and communities
Why Tourism Matters
Tourism is more than leisure. It:
- Accounts for 10% of global GDP and 1 in 10 jobs worldwide
- Brings together 20+ related industries, from hospitality to culture, aviation, events, retail, and beyond
- Connects local communities to global markets
- Fuels innovation and cross-cultural exchange
In short, tourism serves as a bridge between people, the planet, and prosperity.
My Personal Journey in Tourism
For me, tourism has always been more than a profession, it’s a passion and a lifelong education.
My love for travel began in childhood, thanks to my late father, who led our family across the former Yugoslavia, the Adriatic coast, Austria, Italy, Hungary, and beyond. These family trips opened my eyes to the beauty of new places, languages, and cultures at an early age.
Even during the difficult 1990s, marked by sanctions and civil war in my country, I embraced every opportunity to travel. As a student, I began exploring Europe on my own, eager to learn firsthand about different people and traditions. Budapest played a special role, because of restrictions at home, it became my gateway city to the wider world by air.
Later, at the start of my career in the early 2000s, Budapest again became pivotal. Invited by a colleague, I began working in the hostelling industry, welcoming international travelers, offering accommodation, and showing them the city, all without today’s conveniences like GPS, smartphones, or online booking. It was pure human connection and hospitality.
After returning to Serbia, I joined the Destination Management Organization (DMO) of my hometown, Novi Sad, where I had the privilege to work with global media like National Geographic, Lonely Planet, MTV, BBC, and RAI. Together with my team, we delivered 10% annual growth in tourism tax revenues for nearly a decade, connected our city to the Danube and European tourism networks, and built strong collaborations with international tour operators and agencies.
Alongside this, I became active in the civil sector, co-founding the Camping Association of Serbia in 2005. Through European-funded projects, we pioneered the first eco-camping site in Serbia’s oldest national park, creating a milestone for sustainable tourism in the Balkans.
I also ventured into the private sector, co-founding a boutique marketing and branding agency with my wife. For over 15 years, we delivered campaigns across tourism and hospitality, helping businesses stand out in competitive markets.
And because tourism has always been close to my heart, I also worked as a licensed tour guide, showing visitors the beauty of my hometown, the Danube, and the surrounding regions on river cruises and tours.
These three pillars: government, civil, and private entrepreneurship, gave me a 360° understanding of tourism and its transformative power.
Today, life has come full circle. I am once again based in Budapest, now with my wife and children. My mission today is global: to help travel tech companies and tourism brands harness the power of AI and digital innovation to attract more clients, boost efficiency, and embrace sustainable growth.
That’s why World Tourism Day is personal for me, it’s not only about honoring the industry but also about celebrating the journey it has given me and the opportunities it continues to create.
2025 Theme: Tourism and Sustainable Transformation
This year’s focus emphasizes how the sector can lead change in three critical areas:
✅ Planet ➝ advancing green practices, climate action, and resource efficiency
✅ People ➝ ensuring inclusivity, accessibility, and fair opportunities in tourism jobs
✅ Innovation ➝ embracing AI, digital transformation, and sustainable travel tech solutions
As an AI Tourism Innovator, I believe this is our moment to remind travel tech companies and brands that digital transformation and sustainability go hand in hand.
Spotlight: UNWTO’s Four Pillars
According to UN Tourism, sustainable tourism sits on four pillars:
1. People ➝ tourism must be inclusive, accessible, and empowering.
2. Planet ➝ protecting biodiversity and fighting climate change.
3. Prosperity ➝ ensuring tourism drives fair growth and innovation.
4. Policy ➝ strong governance and global cooperation.
2025 Host Location: Melaka, Malaysia
World Tourism Day celebrations in 2025 will spotlight Melaka, Malaysia. Known for its cultural heritage and sustainability initiatives, Melaka embodies this year’s theme. Expect dialogues, policy exchanges, and community-driven events focusing on sustainability.
How Tourism Businesses Can Participate
Here are 5 ways travel brands and tourism operators can mark World Tourism Day 2025:
1. Share your sustainability story on LinkedIn or social media.
2. Highlight local eco-friendly partners or initiatives.
3. Run a #TourismDay2025 campaign, special offers tied to sustainable experiences.
4. Host an educational event or webinar on responsible tourism.
5. Adopt one new green practice in your operations and announce it on the day.
Closing thoughts
World Tourism Day is more than a celebration, it’s a chance to commit. This 27 September, let’s not only talk about sustainable transformation, let’s lead it.
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