International tourism hits one billion
Recalling the positive impact even the smallest action can have if multiplied by one billion, UNWTO launched the One Billion Tourists: One Billion Opportunities campaign to celebrate this milestone, showing tourists that respecting local culture, preserving heritage or buying local goods when travelling can make a big difference. The public was asked to vote for the Travel Tip that would have the greatest benefit for the people and places they visit and to pledge to follow that tip when traveling.
The winning tip, revealed on the arrival date of the one-billionth tourist, was Buy Local, encouraging tourists to buy food and souvenirs locally, or hire local guides, to ensure their spending translates into jobs and income for host communities. A close second, Respect Local Culture calls on tourists to learn more about their destination's traditions, or some words in the local language, before leaving home.
"Today, we welcome the symbolic arrival of the one-billionth tourist" said UNWTO Secretary-General, Taleb Rifai. "Your actions count. That is our message to the one billion tourists. Through the right actions and choices, each tourist represents an opportunity for a fairer, more inclusive and more sustainable future."
As it is impossible to know exactly where the one-billionth tourist arrived, many countries are celebrating the occasion by welcoming tourists arriving on 13 December. UNWTO is celebrating in Madrid, Spain, home to its headquarters, by welcoming the symbolic one-billionth tourist in the Museo del Prado, Madrid's most-visited tourism attraction, together with the Ministry of Industry, Energy and Tourism of Spain.
- One Billion Tourists: One Billion Opportunities
- To see where the one billion tourists come from, where they travel to, how they get there and what their trips mean for development, see the One Billion Tourists infographics
- UNWTO Secretary-General, Taleb Rifai, on the importance of reaching one billion international tourists
Rut Gómez Sobrino
Principal Media Officer
Phone: (+34) 91 567 81 60
About World Tourism Organization (UNWTO)
The World Tourism Organization (UNWTO) is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism. As the leading international organization in the field of tourism, UNWTO promotes tourism as a driver of economic growth, inclusive development and environmental sustainability and offers leadership and support to the sector in advancing knowledge and tourism policies worldwide. UNWTO encourages the implementation of the Global Code of Ethics for Tourism, to maximize tourism"s socio-economic contribution while minimizing its possible negative impacts, and is committed to promoting tourism as an instrument in achieving the United Nations Millennium Development Goals (MDGs), geared towards reducing poverty and fostering sustainable development. UNWTO generates market knowledge, promotes competitive and sustainable tourism policies and instruments, fosters tourism education and training, and works to make tourism an effective tool for development through technical assistance projects in over 100 countries around the world. UNWTO"s membership includes 156 countries, 6 Associate Members and over 400 Affiliate Members representing the private sector, educational institutions, tourism associations and local tourism authorities. For more information visit www.unwto.org.