UN Tourism Unites Ministers Around Shared Vision at ITB Berlin

UN Tourism returned to ITB Berlin 2025 with a powerful message: invest in tourism to foster peace. Celebrating 50 years, the agency reaffirmed its founding vision and stressed that a thriving, inclusive sector, driven by innovation and investment, is key to global security.

The agency served as a vital link between public and private leaders. For the first time, it hosted a high-level summit featuring Ministers of Tourism from 23 countries, underlining tourism's potential to unite diverse regions and promote collaborative resolutions.

In his opening remarks, Secretary-General Zurab Pololikashvili emphasized that free travel and shared benefits make people more inclined to support peaceful resolutions. He highlighted that investments in education, innovation, and sustainability transform tourism into a tool for empowerment and long-term economic growth.

A special mention was given to Albania, the host country, praised for its impressive growth in tourist arrivals post-pandemic. The country, a leader in tourism investments, was recognized in the new UN Tourism Investment Guidelines and celebrated for its pivotal role in hosting UN Tourism’s Regional Commission for Europe in 2024.

The landmark summit, titled “Enhancing Investment, Ensuring Peace: Harnessing Growth, Shaping the Future,” brought together high-level representatives, including Julia Simpson of WTTC and key figures from IATA and the Istanbul Convention & Visitors Bureau. They stressed the importance of public-private partnerships and good governance in ensuring that investments benefit both the tourism sector and local communities.

Throughout ITB Berlin, UN Tourism held bilateral meetings with leaders from countries such as Armenia, Cambodia, Croatia, Indonesia, Poland, Montenegro, and Venezuela. These discussions furthered the agenda of uniting global stakeholders under a shared vision of tourism as a catalyst for peace and prosperity.