TEHRAN - The World Tourism Organization (UNWTO) is embracing a transformative era as it unveils its new name and brand: UN Tourism.

This rebrand reaffirms its position as a specialized agency for tourism and the global leader in driving social and economic change for tourism development, ensuring that “people and planet” remain central to its mission.

According to the UN body, by moving away from acronyms, UN Tourism adopts a more approachable stance, capitalizing on the strength of “UN” as a symbol of authority and tourism as a simple and relatable concept. This change has garnered endorsement from the organization’s membership, reflecting unified support for the significant transformation and reinvention of UN Tourism in recent years.

Zurab Pololikashvili, Secretary-General of UN Tourism, has recently emphasized the role of the organization in driving a sustainable force essential to many economies.

He stated, “Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism.”

The organization believes that the rebranding extends beyond words and messages to a reinvented visual discourse. UN Tourism introduces a new design language, featuring a symbol that encapsulates the concept of “Bringing the world closer.”

“UN Tourism’s rebranding represents a pivotal step toward a more dynamic, accessible, and impactful global presence in the tourism sector.”

The specialized agency of the United Nations is tasked to promote responsible, sustainable, and universally accessible tourism, yet it serves as a global forum for tourism policy and a source of tourism research and knowledge.

AFM