World Tourism Day 2024 – Tourism and Peace

Happy World Tourism Day, Namibia!

27 September marks the global celebration of World Tourism Day, and this year’s theme, ‘Tourism and Peace’, could not be more timely or significant.

Established by the United Nations World Tourism Organisation (UNWTO) after the adoption of the World Tourism Organisation statutes in 1975, the first celebration was held in 1980 and marked what would be a global observance of a billion-dollar industry.

World Tourism Day is aimed at highlighting the importance of tourism and its socio-economic and cultural impact. The day raises awareness about tourism and the promotion of responsible travel practices that benefit people and the planet.

Each year, World Tourism Day is centred around a theme, chosen by the UNWTO, designed to address critical issues facing the industry and its stakeholders. Past themes tackled topics like sustainable tourism, digital innovation, rural development and inclusive growth.

Tourism, more than just travel, is about connecting people across borders and creating a chain of eco-conscious travellers. As former UNWTO secretary general Taleb Rifai noted: “Every time we travel, we become part of a global movement that has the power to drive positive change for our planet and all its people.”

As an industry with a unique ability to connect people of diverse backgrounds, fostering mutual understanding and respect, this year’s theme draws attention to how travel can build bridges between nations, communities and individuals.

Whether it’s through cultural exchange, shared experiences in nature or learning about different histories, tourism provides opportunities for meaningful connections that transcend politics, religion and borders.

Beyond its cultural contributions, tourism is a powerful engine of economic growth, which can contribute to stability and peace.
In Namibia, for every 13 tourists that visit the country, a new job is created. Consequently, the tourism industry is one of the country’s biggest contributors to the gross domestic product.

Tourism’s role in promoting peace extends beyond economic development. In countries like Namibia, where community-based tourism is thriving, local populations are directly involved in shaping the industry and preserving their heritage. This model empowers communities, giving them a stake in protecting their environment and ensuring that tourism benefits are equitably shared.

With Namibia’s independence in 1990, the adoption of national documents like the Constitution became one of the biggest enablers because it is through these pieces of legal frameworks that we as a nation obtained the freedom to develop and promote Namibia as a global travel destination.

Today, Namibia is a leader in conservation-based tourism and continues to drive eco-conscious and sustainable tourism narratives in alignment with adopted national and global objectives.

The industry was a steadily increasing sector with over one million travellers recorded to have visited the country from 1995 to 2019, but a sharp decline was experienced when the Covid-19 pandemic caused a halt in travel and other services.

As borders opened up once again and less restrictions were enforced globally, the tourism industry began reaching peaks once again. According to the 2023 Tourist Statistical Report, international tourist arrivals have increased with 87.4% from 461 027 in 2022 to reach 863 872 in 2023.

The sustainability of the tourism industry extends far beyond the image of a tourist sipping wine on a deck overlooking breathtaking landscapes. Every visit has a ripple effect, impacting the communities living in those regions.

Tourism serves as a crucial social framework, driving national transformation by creating jobs, preserving cultural heritage, and fostering local economic growth.
By supporting community-based tourism initiatives, tourists contribute to the empowerment of local populations, ensuring that the benefits of tourism are shared equitably and that the natural wonders they enjoy remain protected for future generations.

At Gondwana Collection Namibia, we are proud to be part of a vibrant industry that not only displays our country’s breathtaking landscapes, but also brings people from around the globe together in harmony.

Today, we honour the importance of sustainable travel, cultural exchange and community driven tourism that uplifts both our people and the planet. Here’s to a future where tourism continues to build bridges, inspire understanding and collaboration and promote peace across all borders.