UN Tourism Leads Global Dialogue at Expo 2025 Japan

At Expo 2025 in Osaka, which is expected to attract around 28 million visitors from over 150 countries, UN Tourism took center stage by promoting innovation, education, and female empowerment as pillars for transforming the tourism sector. The organization hosted two official forums, gathering leaders from both public and private sectors to address the industry’s most pressing priorities, aligned with the 2030 Agenda for Sustainable Development.

Speaking at the event, Antonio López De Ávila, UN Tourism’s Director of Innovation, Education and Investment, underscored the sector’s broader impact: “Tourism is more than a sector—it is a catalyst for sustainable development, social inclusion, and tech advancement.” He emphasized the importance of investing in women’s creativity, leadership, and resilience, while also highlighting the need for investments that build a greener, fairer, and more resilient future.

The “Celebrating Female Founders Forum” on April 28 showcased women-led tourism startups and the vital role of mentorship, diversity, and tech inclusion. Female entrepreneurs from Japan, Korea, the UAE, China SAR, and the United States pitched innovative, impact-driven business models. The forum also featured a high-level panel of women leaders from global travel and hospitality companies, who discussed strategies for fostering equity, market access, and inclusive leadership in tourism.

Highlighting the investment landscape, UN Tourism also organized the “Global Tourism Investment Forum – Co-creating Culture for the Future” on April 29. Between 2019 and 2024, Asia-Pacific attracted 442 foreign direct investment (FDI) projects worth over USD 37.5 billion, generating more than 77,000 jobs. Japan alone drew 33 FDI projects totaling USD 2.57 billion. The forum focused on sustainable, community-centred tourism investment trends and featured voices from the private sector and grassroots initiatives alike.

As the event concluded, it became clear that investing in tourism is about more than money—it’s about people, culture, and impact. From heritage-driven projects to technology-led partnerships, UN Tourism’s activities at Expo 2025 affirmed the sector's power to shape a future grounded in inclusion, collaboration, and sustainability.