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The World Tourism Group (UNWTO) enters a brand new period as we speak with a brand new title and model: UN Tourism. With this new model, the Group reaffirms its standing because the United Nations specialised company for tourism and the worldwide chief of tourism for improvement, driving social and financial change to make sure that “individuals and planet” are at all times middle stage.
To realize this aim, UN Tourism engaged the companies of Interbrand, the main international branding company. Interbrand efficiently translated the Group’s renewed imaginative and prescient for tourism into a brand new visible identification and model narrative.
This concerned renaming the Group, transitioning from UNWTO to UN Tourism. On the identical time, a brand new model narrative was meticulously crafted, one which seamlessly aligns with UN Tourism’s central mission and priorities. This narrative pivots round three fundamental messages: the UN as a worldwide altruistic group, the notion of connecting people all over the world, and the idea of proactivity and motion.
By transferring away from acronyms, UN Tourism adopts a extra approachable stance and capitalizes on its strengths: the “UN”, signifying authority, and tourism, a easy and relatable idea for all. This alteration has been endorsed by the Group’s membership, highlighting its united help for the profound transformation and reinvention of UN Tourism in recent times, because it has change into extra agile, seen, and ever nearer to its Member States, companions and the sector as a complete.
With 160 Member States and a whole bunch of personal sector associates, UN Tourism has its headquarters in Madrid, Spain, and Regional Workplaces in Nara (Japan) protecting Asia & Pacific, Riyadh (Saudi Arabia) for the Center East, in addition to forthcoming Regional Workplaces for the Americas (Rio de Janeiro, Brazil) and Africa (Morocco). Its priorities middle on selling tourism for sustainable improvement consistent with the UN’s 2030 Agenda for Sustainable Improvement and its 17 International Objectives. UN Tourism promotes high quality schooling, helps respectable jobs within the sector, identifies expertise and drives innovation and accelerates tourism local weather motion and sustainability with:
- Member States – each as recipients of its companies, help and as lively stakeholders within the Group’s Programme of Work.
- People – particularly vacationers and native communities whose lives flourish via the empowerment of the financial system via tourism.
- Non-public, semi-private, and public organizations – all participating with UN Tourism’s work, together with its knowledge and insights, occasions and merchandise.
As society progresses, the tourism sector, very similar to many different sectors, wants to remodel to function a catalyst for prosperity at a common scale. Enhancing the well-being of people, safeguarding the pure surroundings, stimulating financial development, and fostering worldwide concord are key targets which might be the elemental essence of UN Tourism. The group takes on the position of driving a sustainable power that’s now central to many economies. Zurab Pololikashvili, Secretary-Common of UN Tourism
Transitioning from UNWTO to UN Tourism marks a major new section for the group. The revised nomenclature gives a number of benefits, together with simplicity, enhanced comprehension, improved legibility and memorability. It additionally serves to make clear the company’s sphere of affect inside the international tourism trade. The brand new parts of the model are the foundations of a definite and proprietary picture – one that’s direct, relatable, and related for numerous audiences. Borja Borrero, Government Director at Interbrand
The brand new model expression just isn’t solely restricted to phrases and messages but additionally expands right into a reinvented visible discourse. UN Tourism has a brand new design language ranging from its image. “Bringing the world nearer” is the brand new tagline that evokes the idea of a Pangea shaping a human determine in motion. This drastic evolution from the previous globe symbols displays the Group’s emphasis on the dynamic nature of tourism and on placing individuals first.
Past the image, the rebrand additionally features a revamp of all the visible system, which is now based mostly on a grid of geographical coordinates meant to assist individuals navigate the model’s touchpoints, each offline and on-line, equivalent to occasions, web site, experiences, social media channels and campaigns. This technique unlocks a wealthy universe of parts together with imagery, fonts, colours, and pictograms all designed to personalize social media campaigns, occasions, posts, and movies.
The brand new model shall be steadily applied throughout all UN Tourism touchpoints over the subsequent few months, starting with digital channels equivalent to the web site, social media accounts and newsletters, adopted by bodily areas equivalent to places of work and occasions, and parts equivalent to experiences and stationary.
About UN Tourism
The World Tourism Group (UN Tourism) is the United Nations company chargeable for the promotion of accountable, sustainable and universally accessible tourism.
Because the main worldwide group within the subject of tourism, UN Tourism promotes tourism as a driver of financial progress, inclusive improvement and environmental sustainability and gives management and help to the sector in advancing data and tourism insurance policies worldwide.
Our Priorities
Mainstreaming tourism within the international agenda: Advocating the worth of tourism as a driver of socio-economic progress and improvement, its inclusion as a precedence in nationwide and worldwide insurance policies and the necessity to create a degree enjoying subject for the sector to develop and prosper.
Selling sustainable tourism improvement: Supporting sustainable tourism insurance policies and practices: insurance policies which make optimum use of environmental assets, respect the socio-cultural authenticity of host communities and supply socio-economic advantages for all.
Fostering data, schooling and capability constructing: Supporting international locations to evaluate and tackle their wants in schooling and coaching, in addition to offering networks for data creation and alternate.
Enhancing tourism competitiveness: Enhancing UN Tourism Members’ competitiveness via data creation and alternate, human assets improvement and the promotion of excellence in areas equivalent to coverage planning, statistics and market developments, sustainable tourism improvement, advertising and marketing and promotion, product improvement and threat and disaster administration.
Advancing tourism’s contribution to poverty discount and improvement: Maximizing the contribution of tourism to poverty discount and attaining the SDGs by making tourism work as a instrument for improvement and selling the inclusion of tourism within the improvement agenda.
Constructing partnerships: Participating with the personal sector, regional and native tourism organizations, academia and analysis establishments, civil society and the UN system to construct a extra sustainable, accountable and aggressive tourism sector.
Our Construction
Members: An intergovernmental group, UN Tourism has 160 Member States, 6 Affiliate Members, 2 Observers and over 500 Affiliate Members.
Organs: The Common Meeting is the supreme organ of the Group. The Government Council take all measures, in session with the Secretary-Common, for the implementation of the choices and suggestions of the Common Meeting and experiences to the Meeting.
Secretariat: UN Tourism headquarters are based mostly in Madrid, Spain. The Secretariat is led by the Secretary-Common and arranged into departments protecting points equivalent to sustainability, schooling, tourism developments and advertising and marketing, sustainable improvement, statistics and the Tourism Satellite tv for pc Account (TSA), vacation spot administration, ethics and threat and disaster administration. The Technical Cooperation and Silk Street Division carries out improvement tasks in over 100 international locations worldwide, whereas the Regional Departments for Africa, the Americas, Asia and the Pacific, Europe and the Center East function the hyperlink between UN Tourism and its 160 Member States. The Affiliate Members Division represents UN Tourism’s 500 plus Affiliate members.
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