World Tourism Day 2026

World Tourism Day 2026 activities will be held on 27 September 2026 (Sunday), organized by UN Tourism (formerly UNWTO). The day aims to promote international understanding through tourism development.

Theme of World Tourism Day 2026

The official theme for 2026 is “Digital Agenda and Artificial Intelligence to Redesign Tourism.” The focus is on how digital transformation and AI will increase efficiency across the tourism industry and create new services and products for travelers. Realizing this potential requires all stakeholders to collaborate on designing and implementing a Digital Agenda for Tourism while leveraging AI opportunities.

Host Country: El Salvador

El Salvador will host World Tourism Day 2026 — the first Central American country ever to host this celebration. The event takes place over the weekend of 26–27 September 2026 in San Salvador and Surf City.

El Salvador and Cabo Verde were confirmed as host countries for 2026 and 2027 respectively during the 26th UN Tourism General Assembly in Riyadh (November 2025).
The formal handover ceremony took place earlier in Melaka, Malaysia.
El Salvador recorded the strongest tourism recovery in the Western Hemisphere in 2024 and welcomed 2.7 million international visitors by August 2025.
2027 host Cabo Verde’s theme will be “Transforming Tourism through Education.”

Leadership

Shaikha Al Nowais is the current Secretary-General of UN Tourism — the first woman to hold the position.

Color of World Tourism Day

The color associated with World Tourism Day is blue, symbolizing peace and calm.

History of World Tourism Day

Modern tourism traces back to 5 July 1841, when Thomas Cook organized the first group trip (Market Harborough to Loughborough). He’s considered the father of modern tourism.
The UNWTO Statutes were adopted on 27 September 1970, which is why this date was chosen for the observance.
World Tourism Day was instituted at the 3rd UNWTO General Assembly in Torremolinos (1979) and first celebrated in 1980.
September was chosen because it marks the end of the tourism season in the Northern Hemisphere and the start of the season in the Southern Hemisphere.
In 2024, UNWTO officially changed its name to UN Tourism.

Why Tourism Matters

Generates jobs, promotes local culture and products, and supports environmental management.
Boosts foreign revenue and contributes to national development.
Supports local guides, restaurants, and communities.
Helps reduce poverty in developing countries.
Has been taught as an academic subject since 2000.

How World Tourism Day Is Celebrated

International and national tourism fairs, seminars, and exhibitions hosted by governments.
Musical performances and cultural showcases.
School and university workshops.
Competitions — poster making, photography, essay writing.
Beyond El Salvador, national observances are planned in countries including India, Costa Rica, Ecuador, Venezuela, Spain, Portugal, Italy, and Australia.

Tourism in 2026: Key Numbers

International tourist arrivals reached ~1.52 billion in 2025, up ~4% (roughly 60 million) year-over-year, per the UN Tourism Barometer.
Q1 2026 arrivals grew 2% despite geopolitical headwinds.
H1 2026 recorded ~690 million international arrivals, up 0.4% over H1 2025.