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Published on 2024-03-16 15:00:03
The World Tourism Organization (UNWTO) has officially rebranded itself as UN Tourism, with the goal of solidifying its position as a global leader in tourism for development. This rebranding, done in partnership with Interbrand, a renowned global branding agency, was carefully designed to align with UN Tourism’s core mission and priorities.
The new name, UN Tourism, reflects the organization’s commitment to promoting social and economic change through tourism. It emphasizes the UN’s global presence, the connection between people worldwide, and the proactive approach towards driving positive transformation.
Zurab Pololikashvili, the Secretary-General of UN Tourism, emphasized the importance of the tourism sector in fostering universal prosperity. He highlighted the organization’s focus on improving individual well-being, protecting the environment, promoting economic growth, and fostering international cooperation. UN Tourism aims to be a catalyst for sustainable development and a central force in global economies.
Borja Borrero, Executive Director at Interbrand, commented on the significance of transitioning from UNWTO to UN Tourism. The new name offers simplicity, clarity, and better visibility, enhancing the organization’s global impact in the tourism industry. The rebrand aims to create a distinct and memorable image that resonates with diverse audiences worldwide.
By moving away from acronyms and adopting a more inclusive approach, UN Tourism aims to convey its authority and relevance in the tourism industry. The organization has evolved to be more agile, accountable, and focused on promoting sustainable tourism development. UN Tourism will provide education, consulting, and networking opportunities for its 160 Member States and private sector partners.
The rebrand also includes a new visual identity, with a redesigned symbol that symbolizes bringing the world closer together. The tagline “Bringing the world closer” embodies the concept of global unity and human connection. The visual system includes imagery, fonts, colors, and pictograms designed to personalize social media campaigns and events, creating a cohesive brand experience.
The new brand will be gradually rolled out across all UN Tourism platforms, starting with digital channels like the website and social media accounts. It will eventually extend to physical spaces, events, reports, and stationary, creating a consistent and recognizable brand presence.
Overall, the rebranding of UN Tourism signifies a significant transformation and repositioning of the organization to better serve its mission of advancing tourism for sustainable development. Through a refreshed brand identity and a clear strategic focus, UN Tourism aims to continue leading the way in global tourism for positive change.
