World Tourism Day is observed annually on September 27 to highlight the importance of tourism and its contribution to economies, communities and cultural exchange worldwide.
The day was first celebrated in 1980 and has since provided an opportunity to recognise the sector’s role in creating jobs and supporting livelihoods.
Tourism employs about one in every 10 people globally and provides livelihoods for hundreds of millions of people.
The sector also contributes significantly to national economies, accounting for more than 20 per cent of GDP in some countries.
Beyond its economic contribution, tourism connects people with cultural and natural heritage while supporting efforts linked to the United Nations Sustainable Development Goals.
The 2026 theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism”, highlights the growing role of technology and AI in transforming how travellers discover, choose and experience destinations.
The theme also underscores the potential of digital innovation to reshape the tourism industry and improve how destinations engage with travellers.
