UNWTO rebrands as UN Tourism: A new vision for global travel

UNWTO has rebranded as UN Tourism, revealing a new identity, vision and mission for sustainable global tourism and economic development.

Today, the United Nations-owned global tourism leader announces its rebrand to UN Tourism, marking the beginning of a chapter of transformation. The rebranding strengthens the United Nations' commitment as the specialized agency for tourism, highlighting its role in promoting social and economic progress with a focus on ensuring a harmonious balance between people and the planet. Masu.

To realize this vision, UN Tourism collaborated with Interbrand, a renowned international branding company. Interbrand effectively injected the organization's new perspective on tourism into a new visual identity and narrative.

This transformation included a change in the organization's name, evolving from UNWTO to UN Tourism. At the same time, an overarching brand narrative has been developed that is fully aligned with UN Tourism's core mission and purpose. The story revolves around three major themes: the role of the United Nations as a benevolent global entity, the concept of uniting people around the world, and the nature of positive progress.

By shifting away from acronyms, the United Nations Tourism Organization is adopting a more accessible identity, leveraging the strengths of the United Nations as an authoritative entity and tourism as a universally understood concept. This rebranding has received unanimous support from members and represents collective support for the significant transformation and revitalization of UN Tourism in recent years. The organization has grown more agile, more prominent and more engaged with member countries, partners and the sector as a whole.

United Nations Tourism Office, headquartered in Madrid, Spain, with regional offices in Nara, Japan (for Asia and the Pacific), Riyadh, Saudi Arabia (for the Middle East), and soon Rio de Janeiro, Brazil (for the Americas) and Morocco . (for Africa) is comprised of 160 member states and numerous private sector affiliates. Its focus is on promoting sustainable tourism in line with the United Nations' 2030 Agenda for Sustainable Development and its 17 global goals. The United Nations Tourism Office champions quality education, promotes decent employment opportunities in the sector, identifies talent, fosters innovation, and leads the way in climate action and sustainability efforts in tourism. Masu. This includes:

• Member States: as beneficiaries of its services and as active contributors to its work programme.
• Individuals: Includes travelers and communities whose lives are enriched by the economic benefits of tourism.
• Various organizations: Participate in UN Tourism initiatives, including data analysis, events, and products.

Zurab Pololikashvili, Secretary-General of the United Nations Tourism Office, said: “As societies progress, the tourism sector, like many other sectors, needs to transform to serve as a catalyst for global prosperity.” Ta. Promoting individual well-being, protecting the natural environment, promoting economic development and promoting international harmony are important goals that are the fundamental essence of UN tourism. The organization is responsible for driving the sustainable forces that are now at the heart of many economies. ”

Borja Borrero, Executive Director of Interbrand, said: “The transition from UNWTO to the United Nations Tourism Organization marks an important new phase for the organization. The revised nomenclature includes improvements such as greater brevity, improved comprehension, and improved readability and memorability. There are several benefits: It also helps clarify the agency's reach in the global tourism industry. , the basis for a unique and unique image.”

Rebranding is more than just words and stories. It expands into a fresh visual language. The new emblem of the United Nations Tourism Agency embodies the slogan “Bringing the World Closer” and depicts a human figure in motion, similar to Pangea. This drastic change from previous images of the globe highlights the dynamic aspects of tourism and people's priorities.

The rebrand includes a complete overhaul of the visual system, based on a geographic grid, that guides interactions with the brand's physical and digital touchpoints, including events, websites, reports, social media, and campaigns. This framework provides a variety of elements such as images, typography, color schemes, and icons, all designed to enhance your social media initiatives, events, posts, and videos.

The new brand identity will be rolled out over the coming months, starting with digital platforms such as the website, social media and newsletters, to physical locations such as offices and events, and even materials such as reports and stationery. It will be gradually integrated into all touchpoints of the station. .

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