by Mia Taylor
Last updated: 5:25 PM ET, Wed January 24, 2024
The United Nations World Tourism Organization will embark on 2024 with a new name.
Moving forward, the UNWTO, which is the tourism agency of the United Nations, will be known as UN Tourism.
The rebrand was guided by Interbrand, a global branding agency that was tasked with translating the UNWTO’s “renewed vision for tourism into a new visual identity.”
In addition to the new name, Interbrand worked with UNWTO to develop a new brand narrative that aligns with the UN Tourism’s central mission and priorities.
UNWTO has historically been focused on enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony.
The organization's new narrative moving forward will be based on three key messages:
- The UN as a global altruistic organization
- The notion of connecting humans around the world
- The concept of proactivity and movement.
By moving away from its clunky UNWTO acronym, the organization also aims to be more approachable. In addition, the hope is that the new name capitalizes on the tourism organization’s strengths.
“The "UN", signifying authority, and tourism, a simple and relatable concept for all,” says a statement issued by the organization today.
“Transitioning from UNWTO to UN Tourism marks a significant new phase for the organization,” Borja Borrero, executive director at Interbrand, said in a statement. “The revised nomenclature offers several advantages, including simplicity, enhanced comprehension, improved legibility and memorability.”
The new brand will be gradually implemented across all UN Tourism touchpoints over the next few months, beginning with digital channels such as its website, social media accounts, and newsletters, followed by physical spaces such as offices and events, and elements such as reports and stationary.
UN Tourism’s priorities and focus center on promoting tourism for sustainable development in line with the UN's 2030 Agenda for Sustainable Development and its 17 Global Goals.
The organization also promotes quality education, supports decent jobs in the sector, identifies talent and promotes innovation and accelerates tourism climate action.
UN Tourism is based in Madrid, Spain and maintains regional offices in Japan and Saudi Arabia. There are also offices being developed in Brazil and Morocco.
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