UN Tourism Commission Gathers in Baku to Boost Europe’s Travel Future

Report by “Safarti Tarjuman” International News Desk

The 71st session of the UN Tourism Commission for Europe convened in Baku, Azerbaijan, uniting regional tourism leaders to strengthen cooperation and drive sustainable and innovative growth across the continent, as Europe sees a surge in international travel.

The high-level meeting came as European destinations welcomed 125 million international tourists in the first quarter of 2025, a 2% increase over last year. Visitor spending reached USD 7.25 billion, reflecting the region’s recovery momentum. However, UN Tourism officials also acknowledged ongoing challenges such as geopolitical instability and economic uncertainty that could impact the sector’s resilience.

UN Tourism Executive Director Natalia Bayona emphasized the industry’s human-centered nature and its potential to foster inclusive growth. “Tourism is the most human of all economic sectors — and the one with the biggest heart,” she stated. “We must channel this energy to drive prosperity, peace, and community cohesion.”

Chairman of Azerbaijan’s State Tourism Agency, Fuad Naghiyev, underscored the country’s commitment to international collaboration. “By hosting the 71st UN Tourism Commission meeting, we reaffirm Azerbaijan’s role as a connector between Europe and the broader region,” he said, highlighting initiatives on sustainability, accessibility, and strategic partnerships with UN Tourism.

Milestones in Tourism Innovation and Investment
In her report to Member States, Bayona highlighted progress on tourism innovation, greenfield investment, and destination development.

• The Best Tourism Villages Network now features 256 destinations worldwide, including 64 in 21 European countries.
• Europe leads in wine tourism and will host the UN Tourism Global Wine Forum in Bulgaria this year.
• Half of the USD 126 billion in tourism investments globally over the past five years were directed to Europe.
• Europe contributes 33% of the startups in the UN Tourism Innovation Network.

Initiatives like the National Open Innovation Challenge in France and AI-focused projects in Malta and Lithuania illustrate growing efforts to boost tourism tech and sustainability.

A side conference titled “From Momentum to Milestones: Advancing Climate Action in Tourism Beyond COP29” focused on data-driven strategies and low-carbon transition. UN Tourism’s Executive Director Zoritsa Urosevic urged alignment with global frameworks, spotlighting the COP29 Declaration on Enhanced Climate Action in Tourism, now endorsed by 70 governments.

New Executive Council members include Azerbaijan, Croatia, France, Greece, and Slovenia. These appointments are set to guide Europe’s tourism strategy through 2029.

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