TEHRAN – The United Nations World Tourism Organization (UNWTO) is set to make a significant impact at FITUR 2024, the leading travel and tourism trade fair, taking place in Madrid from January 24 to 28.

With Ecuador as the official partner country, UNWTO's presence aims to promote investments, sustainable tourism, and global collaboration within the sector.

The UN cultural body is putting a spotlight on fostering investment opportunities in the tourism industry. Key investment forums will be hosted, providing a platform for industry leaders and potential investors to explore the diverse opportunities within the Zambian tourism sector.

Acknowledging the pressing need for sustainable tourism practices, UNWTO will convene a special meeting to address the sustainability challenges facing the global tourism sector and explore innovative solutions. The organization aims to encourage collaborative efforts towards a more sustainable and eco-friendly future for tourism.

Moreover, UNWTO Secretary-General, Zurab Pololikashvili, is set to play a pivotal role at FITUR by holding bilateral meetings with ministers of tourism from various member countries.

These meetings are designed to foster collaboration and strengthen partnerships, paving the way for a more sustainable and resilient global tourism sector. The emphasis will be on mutual cooperation to address challenges and create a positive impact on the industry.

As mentioned by organizers, the 44th edition of the International Tourism Trade Fair, FITUR, is set to reflect the growth experienced in recent months by the national and international tourism industry and lays the foundations for the consolidation of the sector during 2024.

AFM