World Tourism Day 2025 was marked in the historic city of Melaka, Malaysia, on 27 September, with global leaders, policymakers, industry experts and local communities gathering under the theme “Tourism and Sustainable Transformation.”
Hosted by Malaysia’s Ministry of Tourism, Arts and Culture (MOTAC) with UN Tourism, the event underscored the sector’s ability to act as a catalyst for positive change and sustainable development.
In his official message, United Nations Secretary-General António Guterres said:
“Tourism is a powerful driver of transformation. It creates jobs, fuels local economies, and builds bridges across cultures. Yet, it must be sustainable to protect the very places and communities it celebrates.”
UN Tourism Secretary-General Zurab Pololikashvili added that Melaka had shown how tourism can be a “force for good when guided by sustainability and inclusivity”.
Masjid Selat, Melaka
Malaysia used the platform to set out its own roadmap for transformation. Deputy Prime Minister Dato’ Sri Haji Fadillah bin Yusof announced plans to expand high-value tourism segments, moving away from mass arrivals toward experiences that generate greater returns per visitor.
This includes eco and cultural tourism with stronger community involvement, wellness and medical tourism, premium MICE events, and new offerings for digital nomads and long-stay visitors.
The government also confirmed investment in sustainable aviation fuel as part of efforts to decarbonise the sector and committed to joining the UN Tourism International Network of Sustainable Tourism Observatories (INSTO).
A pilot project in Mersing, Johor, will track and manage tourism’s social and environmental impacts.
Community-led initiatives in rural and coastal areas are also being prioritised to spread tourism’s benefits more evenly across the country.
While international arrivals surged by 38 million in 2024 and rose a further 17.9% in the first half of 2025, leaders stressed that success can no longer be measured by growth alone.
The focus now is on ensuring that tourism uplifts communities, protects ecosystems and preserves cultural heritage for future generations.
At the close of the celebrations, Malaysia handed over hosting of World Tourism Day to El Salvador, which will hold the 2026 edition under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
This next focus highlights how technology and AI will drive the industry’s ongoing transformation.
