Organised in partnership with Malaysia’s Ministry of Tourism, Arts and Culture, this year’s event coincided with the 7th World Tourism Conference (WTC), drawing global tourism leaders, policymakers, and stakeholders to one of Malaysia’s most culturally significant cities. The two events jointly explored how tourism can serve as a catalyst for inclusive, sustainable development in a rapidly changing worl
A global call for responsible growth
In his official message, United Nations Secretary-General António Guterres emphasized, “Tourism is a powerful driver of transformation. It creates jobs, fuels local economies, and builds bridges across cultures. Yet, it must be sustainable to protect the very places and communities it celebrates. Let’s harness tourism as a force for resilience, sustainability, and shared progress.
UN Tourism Secretary-General Zurab Pololikashvili added, “World Tourism Day 2025 in Melaka has shown the world that tourism can be a force for good when guided by sustainability and inclusivity. By working together, we can transform tourism into a tool for empowerment, cultural preservation, and environmental protection.”
Malaysia’s commitment to sustainable tourism
Malaysia’s Deputy Prime Minister, The Right Honourable Dato’ Sri Haji Fadillah bin Yusof, officiated the opening of the celebrations on behalf of the Prime Minister. In his speech, he highlighted the country’s ongoing efforts to align tourism growth with broader sustainability goals.
Key initiatives include:
- Expansion of high-value tourism segments and digital nomad infrastructure
- Investment in sustainable aviation fuel (SAF)
- Community-led ecotourism projects
- Pilot membership in UN Tourism’s INSTO network with a project in Mersing, Johor
The Deputy Prime Minister emphasised the need for innovation, digital transformation, and cross-border collaboration to ensure the sector’s long-term viability and social relevance.
Key areas of focus
The programme featured panel discussions, cultural exhibitions, and strategic dialogues centred on four main pillars:
- Education and skills development – with a focus on women, youth, and marginalized communities.
- Innovation and digitalisation – aimed at empowering rural areas and scaling tourism start-ups.
- Local economic development – through support for MSMEs and inclusive value chains.
- Cultural preservation – via performances and culinary experiences showcasing Malaysia’s intangible heritage.
World Tourism Conference: A platform for ideas and cooperation
Held alongside World Tourism Day, the 7th World Tourism Conference provided a venue for dialogue on sustainable transformation. Discussions addressed topics such as climate-neutral travel, digital tourism tools, and community-based tourism models – framing them within the larger vision of global resilience and transformation.
Looking ahead to 2026
The event concluded with the ceremonial handover to El Salvador, which will host World Tourism Day 2026. The next celebration will focus on the “Digital Agenda and Artificial Intelligence to redesign tourism,” exploring how digital tools and AI can reshape the industry’s future.
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