Zurab Pololikashvili, the Secretary-General of the UN World Tourism Organization (UNWTO), delivered a video address in honour of World Tourism Day, which has been published on the organization’s website.

This year marks the first time that Georgia will host the celebration of World Tourism Day on September 27.

“This year, on this day, our planet is engulfed in wars and threats. With one in four of the world’s population living in conflict zones, many of us have experienced the harrowing effects of war firsthand, and its impact extends far beyond the borders of these conflicts. We must come together immediately for peace,” Pololikashvili underscored the importance of unity during challenging times in his message.

He emphasized the crucial role that tourism plays in fostering economic growth and safeguarding nations against conflict.

“Our sector is the most humane. Every journey is tied to tourism, which unites the world and strengthens its connections. Tourism is founded on trust and respect,” Pololikashvili said.

“We need the values of tourism now more than ever. Let us honour international law and the principles of the United Nations. Above all, let us collaborate as a united sector to make tourism a beacon of hope. When peace is restored in conflict zones, we stand ready to assist people in rebuilding and reconnecting. Regardless of where you are or how you choose to celebrate Tourism Day, I wish you peace and prosperity,” he added.

World Tourism Day has been celebrated annually by the UNWTO since 1979 on September 27, aiming to highlight the significance of tourism in global development.