UNWTO recently launched its ‘Tourism Open Minds’ initiative, designed to unite and encourage nations, tourism sector leaders, and consumers to be more open-minded when choosing a travel destination.
According to data presented by UNWTO, only a minority of tourists intend to seek out new or different destinations as they start travelling again following the COVID-19 pandemic.
While the UNWTO World Tourism Barometer shows that global tourism is on track to recover 80% and 95% international arrival numbers by the end of the year, a recent YouGov survey found that 66% of tourists believed that travelling to a place that provided familiarity was important.
Additionally, just under half of respondents said they felt uncomfortable travelling to places they knew little about.
The new global initiative will showcase the role tourism plays in bridging cultures and promoting a more interconnected and harmonious world.
“The ‘Tourism Opens Minds’ initiative extends a compelling invitation for travellers to broaden their horizons and explore the uncharted corners of our world,” says UNWTO Secretary-General, Zurab Pololikashvili.
“By doing so, it not only reveals the beauty of diverse destinations but also nurtures an appreciation for the cultures and people who call these places home.”
To mark the launch, delegates who gathered in Riyadh for the World Tourism Day celebrations were presented with a special pledge calling on them to actively work to promote new and under-appreciated destinations. The pledge represents their commitment to work together to:
- Make lesser-known destinations more welcoming and accessible;
- Help to cater for and foster an environment that complements trips to lesser-known destinations;
- To be more open-minded to new cultures and destinations.
