International Tourism Day 2024: A Worldwide Plea for Tourism to Foster Peace
World Tourism Day 2024 Emphasizes Tourism as a Catalyst for Peace
Tbilisi, Georgia, was the host of the World Tourism Day 2024 celebrations, with over 500 participants from 51 different countries in attendance. The theme of the day was "Tourism and Peace", and the event highlighted the multifaceted role of tourism in promoting peace and fostering investment in post-conflict regions.
The dialogues during the event emphasized the role of tourism in combatting disinformation and mistrust, and the need for fair and equal distribution of tourism benefits. Minister of Tourism of Jamaica Edmund Bartlett summarized the discussions by stating, "Tourism recognizes differences, it embraces similarities. Tourism has a place for you and embraces you. That's the essence of the power of tourism to make peace."
In post-conflict contexts, tourism supports economic development, community empowerment and reconciliation, cultural preservation, international relations and investment, and technological innovation. By creating jobs in transport, hospitality, guiding, and crafts, tourism aids economic recovery where formal employment is limited. It also provides a platform for locals to narrate their stories, fostering social cohesion and healing.
Tourism helps revive and showcase traditions and memorial sites that may have been damaged or neglected due to conflict. Increased visitor inflows improve global perceptions and attract foreign investment, integrating the region into international networks. The use of AR/VR technologies in memorial tourism expands access and engagement, supporting economic scalability and heritage preservation.
Tbilisi, as the host of World Tourism Day 2024, exemplifies this narrative. The city, an emerging regional tourism hub known for its rich history, diverse culture, and vibrant art scenes, symbolizes the fusion of historical legacy and modern revival. Georgia's rise as a travel destination underscores how tourism can be a driver for peacebuilding in the South Caucasus, a geopolitically sensitive and historically conflict-affected area.
In 2022, FDI inflows surged to USD 2.3 billion in Georgia, marking the highest investment inflow ever recorded in the country. Despite a challenging international environment, in 2023 FDI inflows reached USD 1.9 billion. The hospitality and real estate sectors in Georgia have seen significant growth, with 6.2 million international visitors in 2023, generating USD 4.1 billion in revenue.
The new guidelines showcase Georgia's potential as an investment destination, with an average GDP growth rate of 5% over the last decade. The guidelines highlight Georgia's rich tapestry of natural beauty and cultural heritage, featuring over 12,000 historical monuments and four UNESCO World Heritage Sites. The expansion of international brand hotels and a robust real estate market in Georgia have attracted over USD 500 million in FDI in recent years.
The private-sector panel discussed the private sector's potential and responsibility to promote peace and stability through tourism. Natalia Bayona, Executive Director of UN Tourism, emphasized the importance of tourism investments for growth, peace, and opportunities. The Ministerial Debate focused on the practical implications of the theme.
Participants from Georgia, Uzbekistan, Sierra Leone, and Bahrain discussed the importance of peace and security for prosperity, using examples from their countries and travels. Thirteen Ministers of Tourism were among the participants. The guidelines are available for download on the provided links.
