The World Tourism Organization (UNWTO) marks a transformative milestone as it rebrands itself as UN Tourism, introducing a fresh visual identity crafted by global branding agency Interbrand.
This shift underscores the organization’s continued role as the United Nations specialized agency for tourism, emphasizing its leadership in global tourism development for societal and economic progress with a focus on “people and planet.”
In collaboration with Interbrand, UN Tourism’s new identity sheds the acronym, adopting a more approachable stance while leveraging the authority of the “UN” and the simplicity of “tourism.”
UNWTO Transforms Into ‘UN Tourism’ Signifying a New Era for the Global Sector (Credits: UNWTO)
The revamped brand, endorsed by the organization’s membership, aligns seamlessly with its central mission and priorities. With a global network encompassing 160 Member States and numerous private sector affiliates, UN Tourism prioritizes sustainable tourism development in accordance with the UN’s 2030 Agenda and 17 Global Goals.
UN Tourism’s commitment extends to various stakeholders, including Member States, individuals (travelers and local communities), and private, semi-private, and public organizations.
The organization aims to drive positive change by promoting quality education, supporting job creation, identifying talent, fostering innovation, and accelerating climate action in tourism.
Zurab Pololikashvili, Secretary-General of UN Tourism, emphasizes the organization’s role as a sustainable force central to global economies.
The transition from UNWTO to UN Tourism brings advantages such as simplicity, enhanced comprehension, improved legibility, and memorability. This nomenclature change clarifies the agency’s influence within the global tourism industry.
The new brand expression extends beyond words, introducing a reinvented visual discourse. UN Tourism’s design language, symbolized by the tagline “Bringing the world closer,” represents a Pangea shaping a human figure in action, emphasizing the dynamic nature of tourism and prioritizing people.
The rebrand includes a comprehensive visual system based on geographical coordinates, facilitating navigation across offline and online touchpoints.
Implementation of the new brand will unfold gradually across all UN Tourism touchpoints, starting with digital channels and extending to physical spaces, events, and documentation.
This evolution positions UN Tourism as a driving force for universal prosperity, focusing on individual well-being, environmental stewardship, economic advancement, and international harmony.
