UN Tourism Summit: Ministers from around the world discuss the future of tourism

At the UN Tourism Ministers Summit at ITB Berlin, tourism ministers from many countries around the world discussed how tourism and peace were interlinked. Both were mutually dependent and inconceivable without each other. The participants from countries in Europe, Asia and Africa emphasised the value of travel for understanding between people. Cross-border cooperation also enabled smaller countries to share in the prosperity created by tourism. Countries with high visitor numbers shared their experience in managing tourist flows.

Dr. Mario Tobias, CEO of Messe Berlin, welcomed the participants. He was delighted that ITB Berlin was contributing to the dialogue between tourism ministers from all over the world. Following the experience of the pandemic, face-to-face contact was more important than ever, he said. The keen interest being shown in trade shows and travel was proof of that. He also announced the launch of ITB Americas, which will take place in Mexico for the first time in 2026. Julia Simpson, President and CEO of the World Travel & Tourism Council (WTTC), highlighted the changes the industry was undergoing due to digitalisation. Powered by AI, so-called super apps will completely change the way trips are booked in the future. She called for a more open approach and saw this development as an opportunity.

Growth for all

Mirela Kumbaro Furxhi, Minister of Tourism and Environment in Albania, said it was not only the tourism sector that would benefit from increasing visitor numbers. Other sectors such as agriculture could also generate additional income. Albania, this year's host country at ITB Berlin, was investing heavily in infrastructure. The minister cited the new airport in Vlora as an example. In future, staff for this sector would be trained at the UN Tourism Academy in Tirana. The country is aiming to become one of Europe's leading travel destinations by 2030. Zurab Pololikashvili, Secretary General of UN Tourism, congratulated Albania on its achievements to date. He underlined that tourism made a major contribution to global peace.

Managing visitor flows

The ministers at the summit then exchanged views on prospects and challenges. Countries such as the Republic of Moldova are hoping for growing stability from tourism. Others such as South Africa realise that small businesses and vulnerable groups such as women and children can also benefit from increasing visitor numbers. Istanbul has made a name for itself by organising conferences in the MICE sector. The experience of Montenegro shows how visitor flows can be managed. In order to attract tourists from the coasts to the country’s interior the Balkan state is investing in products for holidaymakers keen on adventure.