“Without peace, there is no tourism. And at the same time, tourism can build peace,” said Zurab Pololikashvili, Secretary-General of the UN World Tourism Organization, in his welcoming remarks at the opening of the World Tourism Day 2024.

According to Zurab Popolikashvili, tourism is not just about economic growth, it is about peace.

“War is all around us. For many of us here in this room, war is not just something on TV or in the newspapers. We have lived it. We have felt it! And every day we see civilians, especially women and children, suffering. We see cities and villages in rubble. We see entire populations traumatized, and economies destroyed. We see geo-political tensions, inequalities and disinformation. And the planet, too, is crying facing the climate crises and biodiversity loss,” he said.

The WTO Secretary-General remarked that after the horrors of the two World Wars, tourism was held up as a way to rebuild and promote peace among nations.

“Tourism is about bringing people together. It is about creating prosperity and well-being. It is a tool for healing, resilience and regeneration, and a tool for turning travellers into global citizens, who care, connect and stand for a better world.

Zurab Popolikashvii accentuated that tourism plays a key role in building peace and ending conflicts.

“I see a future where UN Tourism and all partners work hand-in-hand towards a more just and peaceful world. Together we can create a tourism sector that doesn’t just react to conflict but prevents and resolves it and heals its wounds,” he said.

Georgia hosts World Tourism Day 2024 under the auspices of the UN World Tourism Organization (UNWTO) on September 27. This marks the first time the event is held in the country.

The UNWTO has chosen “peace” as the central theme for this year’s celebration. The decision for Georgia to host the event was unanimously endorsed by 38 members of the European Commission of the UNWTO in the spring of 2023.