Tourexpi
Against the backdrop of the 118th session of its Executive Council in
Punta Cana, UNWTO hosted a special Thematic Session. Alongside
assessing the evolution of tourism communications, the Session saw leading
experts explore current and future opportunities for more effectively
portraying tourism as an essential driver of development, both in traditional
media and on content platforms.
"New Narratives in Tourism"
With tourism high on the political agenda like never before, UNWTO is
leading the shift in tourism communications, with a greater focus on the
sector's unique power as a driver of development and opportunity.
Secretary-General Zurab Pololikashvili said: "We have made huge progress
over the past few years in making tourism's relevance more visible and more
appreciated, by governments and by tourists themselves. But we need to make it
even clearer. For this reason, UNWTO is working to build a new narrative around
tourism as a force for development and transformation."
The Thematic Session offered a platform to connect content creators with
editors and new media platforms, with UNWTO as the bridge between the two.
Branding and Media Experts Lead the Change
Representing the global leader Interbrand, Pedro Zarzalejos,
Associate Director, Strategy and Borja Borrero, Executive Director
Iberia, EMEA & Latam charted the evolution of branding and analysed
how this has impacted the tourism sector.
Michael Collins, Founder and Managing of Travel Media gave
expert insights into the changing relationship between Destination Management
Organizations (DMOs) and editors, journalists and content creators.
Instagram and Meta: Keeping Content Relevant
UNWTO first partnered with Instagram in 2021,
firstly to help lead recovery from the impacts of the pandemic and then to
empower destinations to embrace digital storytelling. In Punta Cana:
From Instagram, Ernest Voyard, Director of Public Policy, noted how
creators are increasingly moving beyond aspirational travel-related
content and instead focusing on issues around sustainability and full
immersion in destinations.
From Meta, Sharon Yang, Director of External Affairs, noted how the
platform has seen a shift towards creators providing informative tourism and
travel-related content, again moving away from more aspirational images and
films.
Tourism on the Agenda: The Case of Dominican Republic
Leading journalists and editors from the Dominican Republic assessed how
to place tourism on the editorial agenda at every level.
Leading the discussion were Director of Diario Libre, Inés Aizpún,
Director of El Día José Monegro, and the Ambassador of the permanent mission of
Dominican Republic to UNWTO Aníbal de Castro
The panel highlighted the importance of diversifying the main
messaging, with a focus on everything from film and TV tourism to gastronomy
tourism
Content Creators: Raising Awareness
To round out the session, UNWTO welcomed leading content creators to
give their expert insights into changing trends in tourism-related content:
Instagram Creators Chloé Léger and Marion Payr, provided their
experiences from the Dominican Republic from the point-of-view of tourism and
travel-creators. They noted:
A growing interest in content linking tourism with issues including
women's empowerment, community development and wildlife conservation.
An opportunity for creators to influence the travel choices and
behaviours of tourists, in particular in influencing younger consumers to
travel more responsibly and ethically
Image Credit: ©
UNWTO
The most interesting news
Booking.com: Growing Awareness of Tourism’s Impact on Communities
Booking.com has released the 10th edition of its annual Sustainable Travel Research, highlighting the increasing awareness among travellers regarding the social and ecological impacts of tourism.
Radisson Hotel Group Publishes 2024 Sustainability Report
Radisson Hotel Group has released its 2024 Sustainability Report, showcasing the company’s commitment to responsible business practices through transparent and accountable reporting.
Lufthansa shareholders approve all agenda items at the Annual General Meeting
Around 1,500 shareholders attended the Annual General Meeting online.
Türkiye Celebrated as Global Tourism Hub Bridging Asia and Europe
Türkiye has been praised as a leading global tourism destination, uniquely positioned at the crossroads of Asia and Europe.
Condor and Emirates officially activate reciprocal codeshare agreement
Condor and Emirates have officially activated their reciprocal codeshare partnership ahead of the 2025 summer travel season.
Emirates expands footprint into Eastern China with launch of daily Dubai-Hangzhou flights
Emirates, the world’s largest international airline, is set to launch a daily non-stop service between Dubai and Hangzhou from 30 July*.
International Tourism in Spain Sets New Record in Q1 2025: €23.5 Billion Spent
International tourists spent a record €23.5 billion in Spain during the first quarter of 2025, marking a 7.2% increase compared to the same period last year, according to data released by the Spanish National Statistics Institute (INE).
TUI Airways Launches Direct Flights from Newcastle to Agadir
TUI Airways has launched its inaugural direct flight from Newcastle International Airport to Agadir, Morocco, offering travellers in the North East a convenient new route to Morocco’s stunning Atlantic coast.
Condor Launches New Flights to Milan, Paris, and Prague
As of May 1, 2025, Condor has expanded its network of European destinations with the launch of new daily flights to Milan (MXP), Paris (CDG), and Prague (PRG).
Turkey Welcomes 8,9 Million Tourists in Q1
2025 Culture Route Festival Promises World-Class Highlights.
Hilton Announces NoMad’s Debut in Asia Pacific with First Hotel in Singapore
Hilton (NYSE: HLT) has announced its first NoMad hotel in Asia Pacific, set to open in Singapore in early 2027. In collaboration with UOL Group, a leading property and hospitality company in Singapore, this marks NoMad’s entry into the region's fas
Delta Tops J.D. Power’s Premium Economy Segment for Third Consecutive Year
For the third year running, Delta has claimed the top spot in the Premium Economy Passenger Satisfaction category of the J.D. Power 2025 North America Airline Satisfaction Study. The recognition highlights Delta’s commitment to exceptional service,
Disney and Miral Announce Plans for New Disney Theme Park and Resort on Yas Island, Abu Dhabi
The Walt Disney Company and Miral, the leading creator of immersive destinations and experiences in Abu Dhabi, have announced a groundbreaking partnership to develop a landmark Disney theme park resort on Yas Island. T
ASTA Calls on US Department of Transportation to Reform Airline Refund and Disclosure Rules
The American Society of Travel Advisors (ASTA), representing over 190,000 travel professionals across the United States, has formally submitted comments to the U.S. Department of Transportation (DOT) regarding regulatory reform.
Marriott International Announces the Return of the Luxury Dining Series in 2025
Marriott International's acclaimed Luxury Dining Series is making a much-anticipated comeback in 2025, expanding from six to seven luxury properties across the Asia Pacific. Set to take place from July to September, the series will showcase a gastron
Radisson Hotel Group accelerates growth in Australasia with strategic projects
Radisson Hotel Group is proud to announce a series of major developments across its Australasia portfolio, underscoring its commitment to market expansion, enhanced guest experiences, and increased owner profitability through innovative technology an
Empowering Innovation and Inclusion: UN Tourism Leads Global Dialogue at Expo 2025 Japan
At Japan’s Expo 2025, UN Tourism highlighted the key role of innovation and education for driving transformation and female empowerment in the sector.
Turespaña Releases May 2025 Air Capacity Forecast
According to the latest data released by Turespaña, nearly 12 million international air seats are scheduled to arrive in Spain during May 2025. This represents a 6.3% year-on-year increase compared to May 2024, which saw 11.3 million seats offered.
Radisson Hotel Group unveils Aaramgah Jawai Resort & Spa
With a strategic focus on strengthening its presence in India’s leisure destinations, Radisson Hotel Group proudly announces the debut of Aaramgah Jawai Resort & Spa, a member of Radisson Individuals Retreats.
Agoda Unpacks the Ultimate Family Travel Bucket List in Asia
With school breaks and summer holidays just around the corner, there's no better time to pack up the kids and hit the road. Digital travel platform Agoda reveals its top family travel destinations in Asia for 2025, based on search data from January t
