The World Tourism Organization (UNWTO) enters a new era with a new name and brand: UN Tourism.
This significant rebranding is more than just a name change; it symbolizes the dawn of a new era in global tourism. As the United Nations specialized agency for tourism, UN Tourism stands at the forefront of guiding the sector towards impactful social and economic development, always keeping the well-being of “people and planet” at the core of its mission.
To bring this vision to life, UN Tourism collaborated with Interbrand, a premier global branding agency. The outcome is a refreshed visual identity and a brand narrative that embodies the Organization’s renewed commitment to tourism. The transformation from UNWTO to UN Tourism is accompanied by a compelling brand narrative that resonates with its core missions: portraying the UN as a benevolent global entity, emphasizing the connection between people worldwide, and advocating proactive engagement.
By moving away from acronyms, UN Tourism becomes more accessible and underscores its strengths – the “UN” signifies its authoritative position, while “tourism” reflects a universally understood concept. This rebranding has received overwhelming support from the Organization’s members, reflecting a collective endorsement of UN Tourism’s recent evolution into a more dynamic, visible, and member-focused entity.
With a global network of 160 Member States and numerous private sector affiliates, UN Tourism, headquartered in Madrid and with regional offices across the world, is dedicated to promoting sustainable tourism aligned with the UN’s 2030 Agenda for Sustainable Development. The Organization’s goals include fostering quality education, supporting decent jobs, nurturing talent, driving innovation, and spearheading tourism’s role in climate action and sustainability. UN Tourism engages with Member States, travelers, local communities, and various public and private organizations to achieve these objectives.
Zurab Pololikashvili, Secretary-General of UN Tourism, emphasizes the need for the tourism sector to evolve as a catalyst for universal prosperity, focusing on individual well-being, environmental protection, economic growth, and international harmony.
Borja Borrero of Interbrand highlights the rebranding’s benefits, including simplicity, clarity, and a distinctive, relatable image for diverse audiences. The new brand is not just about a name; it also includes a complete visual overhaul. The new symbol, inspired by the tagline “Bringing the world closer,” features a Pangea-shaped human figure in action, signifying the dynamic nature of tourism and prioritizing people.
This rebranding extends to all visual aspects of UN Tourism, with a new design language based on geographical coordinates, enhancing navigation across offline and online touchpoints, including events, websites, social media, and more. This comprehensive system encompasses imagery, fonts, colors, and pictograms, enhancing the brand’s presence across various platforms.
The roll-out of the new brand will commence with digital channels and gradually extend to physical spaces and materials over the coming months, marking a significant leap forward in UN Tourism’s mission to lead global tourism towards a sustainable and inclusive future.