Balance and Strategic Vision
1. During your mandate, the world has faced unprecedented challenges. What achievements do you highlight from your tenure, and what do you consider to be your main legacy for the organization and the sector?
My mandate has coincided with some of the greatest challenges in the history of tourism, but also with a profound transformation of the sector. We spearheaded a coordinated global response to the pandemic, leading recovery efforts with principles of sustainability, inclusion and resilience. A landmark achievement was the adoption of the first International Code for the Protection of Tourists, establishing an unprecedented legal framework to strengthen travelers’ confidence. We also advanced climate action through initiatives such as the Glasgow Declaration, which now counts over 800 signatories committed to achieving net-zero tourism by 2050, and developed the Best Tourism Villages program, which has already recognized 184 villages for their focus on sustainable rural development.
In addition, we placed innovation, education and investment at the core of tourism’s future. Since 2018, we have launched 32 startup competitions and more than 30 innovation forums across 25 countries, generating an ecosystem that has mobilized over USD 2 billion in funding and connected more than 400 startups with key stakeholders. In education, we created the UN Tourism Online Academy, which currently offers 35 MOOCs —soon to be 50— with over 30,000 registered students, and strengthened quality standards through the TedQual certification system, with 293 accredited programs across 114 institutions. The legacy is a more modern, accessible, regulated and people-centered tourism sector, prepared to face global challenges through innovation and knowledge.
2. In a polarized world marked by war, tourism stands as a bridge for peace. What role has UN Tourism played in fostering diplomacy in conflict or post-conflict regions, and what is your vision for the future of tourism as a driver of security and mutual understanding?
In a global context with more than 56 active armed conflicts, tourism emerges as a unique force for peace and understanding among nations and cultures. Beyond its economic impact, tourism builds bridges through cultural exchanges and sustainable practices that foster reconciliation and dialogue. UN Tourism has supported countries in crisis and post-conflict situations, promoting initiatives that encourage inclusive development and social democratization, recognizing that tourism must be part of a broader social transformation toward a culture of peace. Our commitment is to strengthen tourism’s role as a driver of stability and cooperation, especially by investing in education and opportunities for young people, who are key to the future of the sector and to achieving lasting social change.
Geostrategic Challenges for Global Tourism
3. Sustainability is no longer an option but a necessity. What urgent measures must the sector take to reconcile growth with environmental protection, and what strategies have been promoted to ensure that digitalization and AI benefit all stakeholders in the tourism ecosystem?
Sustainability is essential for the future of tourism, and the sector must accelerate the adoption of responsible policies that protect both the environment and local communities. Digitalization and the use of artificial intelligence (AI) are crucial tools in this process. Between 2018 and 2023, investment in tourism technology exceeded USD 48 billion in venture capital, and the smart tourism market is projected to reach USD 126 billion by 2033. These advances enable more efficient management of visitor flows, reduce pressure on over-visited destinations, and redistribute travelers toward less saturated areas. They also allow tourists to access more sustainable options, such as eco-friendly transportation and low-impact activities.
In this context, UN Tourism promotes human-centered AI, fostering inclusive technological solutions that benefit all stakeholders in the tourism ecosystem. It has also promoted the use of digital platforms and developed tools such as STAR (Statistical Framework for Measuring the Sustainability of Tourism), enabling countries to comprehensively assess the environmental, economic and social impact of tourism, thus supporting the transition toward greener, more responsible and more resilient models.
4. With safety being a top concern for travelers, what security and crisis-management protocols has UN Tourism developed, addressing issues from pandemics to political instability? How do you navigate the line between legitimate country promotion and propaganda?
Traveler safety is a priority for UN Tourism and a cornerstone of a truly resilient and sustainable sector. While we are not an operational security agency, we work closely with our Member States and international partners to strengthen preparedness and response to crises, from pandemics such as COVID-19 to political instability or natural disasters. Through initiatives like the Global Tourism Crisis Committee, established in 2020, we have promoted coordination and the exchange of best practices to help destinations manage crises effectively, protecting both tourists and host communities.
As for international promotion, UN Tourism upholds responsible communication based on verifiable facts, respecting the principles of objectivity and transparency. Tourism must serve as a vehicle for mutual understanding, not as a tool for ideological narratives or interests unrelated to the values of cooperation, peace and sustainable development.
Reflections from Experience
5. Beyond figures, what is the fundamental question the tourism sector has not yet dared to ask itself?
One of the key questions the tourism sector has yet to address in sufficient depth is how to ensure that tourism truly serves as a tool for social and economic inclusion. Too often, the focus remains on arrivals and economic returns, but we must ask ourselves whether these results actually translate into equitable benefits for local communities. Tourism must not only generate growth, but do so fairly and sustainably, ensuring that benefits reach all stakeholders, especially the most vulnerable communities. The key is to ensure that tourism becomes a driver of development that fosters equality, avoiding the overexploitation of certain destinations and the neglect of others, and guaranteeing that resources are distributed equitably across all sectors of society.
6. Considering your experience, if you had to forget one piece of data in order to preserve a single feeling or lesson learned during your tenure, what would it be?
One of the most valuable lessons I have learned is that tourism has the power to connect people, regardless of their differences. It is not just about numbers or revenues, but about the human relationships that are built, about the doors that open for mutual understanding and peace. Tourism can be a driver of economic, social and cultural development, but to be truly transformative, it must be managed responsibly, placing people, local communities and the environment at the heart of tourism policies. Only then can we ensure that its benefits are inclusive and sustainable, fostering balanced growth that benefits all.
7. What crucial advice would you give to your successor, Shaikha Al Nowais, in managing both the technical challenges and the complex political and human dynamics of the role?
My advice would be to always maintain a long-term vision focused on sustainability and inclusion. Tourism is a technical sector, but its impact goes far beyond figures: its true strength lies in people and the relationships it builds. Addressing technical challenges while navigating political and cultural dynamics requires a human and social perspective. It is vital to continue promoting international cooperation among countries and diverse stakeholders, to ensure effective, inclusive and equitable management of tourism destinations. I am confident that anyone who embraces this responsibility with a people-centered and common-good approach will be able to face the complex challenges ahead.
Tourism in Spain
8. How have inflation and rising living costs affected tourism in Spain?
The rise in living costs and inflation has affected the accessibility of tourism in some of Spain’s most popular destinations, such as Barcelona and the Balearic Islands, posing challenges for certain travelers. Nevertheless, Spain remains a highly attractive destination, thanks to its diverse cultural offerings and the quality of its services. Despite these economic headwinds, the first quarter of 2025 saw a 6% increase in international arrivals, underscoring tourism’s continued role as a key driver of Spain’s economy. However, it is essential to continue implementing strategies to diversify the tourism offer, avoiding overexploitation of high-demand destinations and fostering long-term sustainability.
9. In this context, what strategies is Spain implementing to diversify its tourism offer and address overcrowding in popular destinations such as Barcelona and the Balearic Islands?
Spain has recognized the need to diversify its tourism offer to mitigate overcrowding in destinations such as Barcelona and the Balearic Islands. A key strategy has been to promote tourism in less saturated regions, encouraging visits to rural and inland areas as well as to smaller towns and villages with strong cultural and natural heritage. Spain is also working to reduce seasonality, incentivizing travel outside peak periods. Another crucial approach is the development of more sustainable and personalized tourism experiences, which not only enhance the quality of the visitor experience but also respect local communities and the environment. Through policies such as improving tourism infrastructure in lesser-known areas, Spain aims to balance demand and ensure more responsible and equitable tourism.
Sustainability and Climate Change
10. What measures is Spain taking to promote sustainable tourism, and what role does this policy play in the future of the sector?
Spain is adopting key measures to promote sustainable tourism, such as implementing the “2030 Agenda for Sustainable Tourism,” which integrates responsible practices into destination and service management. Investments are being channeled into green infrastructure and rural and nature tourism projects that support both environmental conservation and local development. Spain is also developing certification frameworks to measure tourism sustainability. These policies are fundamental to ensuring responsible tourism that drives economic and social growth while respecting the environment.
Tourism Diplomacy
11. What initiatives is UN Tourism promoting to encourage visa digitalization, and what frameworks exist to guarantee tourist safety in times of crisis?
UN Tourism is advancing international cooperation to facilitate visa digitalization, although visa management primarily depends on national policies. Globally, however, UN Tourism promotes the harmonization of e-visa systems, seeking to ease international mobility for tourists while ensuring security and efficiency standards. In terms of tourist safety during crises, the International Code for the Protection of Tourists, adopted during my tenure, has been crucial. This code establishes a global framework to guarantee travelers’ rights and strengthen confidence in the sector. In addition, UN Tourism works closely with governments and international organizations to coordinate responses during emergencies, ensuring that tourists receive timely information and protection during crises such as pandemics, natural disasters or political instability.
12. What mechanisms will UN Tourism propose to ensure that states implement sustainable tourism policies that combat overexploitation and guarantee a fair distribution of benefits?
Destination management requires a balanced approach that enables development without compromising the preservation of cultural and natural heritage. UN Tourism works with governments and local actors to implement carrying-capacity policies, promoting the redistribution of visitors toward less crowded destinations and ensuring that tourism benefits are shared equitably across communities. We encourage the development of sustainable tourism infrastructure, local training and capacity building in emerging destinations. Moreover, we support the integration of technologies and sustainable practices to manage visitor flows and protect natural and cultural resources, ensuring that tourism growth remains inclusive and environmentally respectful.
13. With the advent of artificial intelligence, what role will UN Tourism play in regulating the ethical use of these technologies and supporting developing countries?
Digitalization and AI are transforming the tourism experience, offering opportunities for more efficient and personalized management. However, in developing countries, access to these technologies may be limited, potentially creating inequalities. It is essential to establish regulatory frameworks that ensure the ethical and responsible use of AI, promoting digital inclusion. At the same time, developing countries must receive adequate support to integrate AI in ways that foster sustainability and equity, helping balance the benefits of tourism while reducing potential technological divides.
14. What is UN Tourism’s strategy for shielding the sector from political disputes?
Tourism is a global sector dependent on cooperation and stability. In the face of political disputes, UN Tourism’s strategy is based on promoting constructive dialogue and international collaboration, ensuring that tourism remains a driver of understanding rather than a source of division. Guided by principles of neutrality and responsibility, we support the design of tourism policies that prioritize sustainability, community well-being and peace. In this way, we strive to ensure that the tourism sector maintains its resilience and continues to foster cooperation among nations, even in times of political tension.
15. How does the organization plan to strengthen tourism’s role as a “soft power” tool for building peace and cooperation?
To enhance tourism’s role as a tool for peace and cooperation, UN Tourism promotes an inclusive and sustainable vision that harnesses the cultural and natural wealth of countries like Spain. Tourism fosters not only economic development but also mutual understanding and cultural exchange among communities and nations. Spain, with its territorial and cultural diversity, is a prime example of how tourism can be diversified to benefit multiple regions, generating balanced and sustainable opportunities. We work with governments, local communities and the private sector to strengthen tourism as a driver of dialogue, trust and international collaboration. This strategic approach reaffirms tourism as a key pillar for social development and for building more united and resilient societies.