27 September is World Tourism Day, an initiative promoted by UN Tourism, which since 1980 has been drawing the international community's attention to the importance of this sector. The choice of date is not random: it was on 27 September 1970 that the organisation's statutes were approved, a milestone that is considered foundational for modern tourism.
This year's theme is Tourism and sustainable transformation, reflecting the urgency of aligning the sector with the United Nations' Sustainable Development Goals. More than just promoting travel, tourism is now seen as an engine for economic, social and environmental change. The focus is on reducing resource consumption, decarbonising operations, strengthening climate resilience and involving local communities in creating authentic and responsible experiences.
Malaysia, and in particular the historic city of Malacca, is the official venue for the global celebrations, bringing together policy-makers, entrepreneurs, academics and representatives of civil society to debate how to make tourism a true agent of positive transformation.
In Portugal, the initiatives are multiplying throughout the week. There are programmes aimed at training professionals, with workshops dedicated to energy efficiency in hotels and the digitalisation of tourist services. Several tourism schools are organising activities open to the community, such as guided tours prepared by students or debates on new hospitality models. In some inland regions, projects are being presented that prioritise the recovery of historical heritage and the enhancement of local products, while on the coast, experiences linked to soft mobility and nature tourism are being highlighted, promoting environmentally friendly walking routes and cycle paths.
Also noteworthy is the conference promoted by the Portuguese Tourism Confederation, which will take place in Tróia on 29 September under the motto ‘Tourism and Portugal’, bringing together professionals from the sector and government officials to discuss the challenges and opportunities of sustainable transformation.
With more than four decades of history, World Tourism Day remains a unique opportunity to reflect on the role of this sector in the economy and in society. In 2025, the message is clear: the future of tourism depends on our collective ability to make it more sustainable, inclusive and innovative.
Official message from UN Tourism
