The 35th meeting of the United Nations World Tourism Organization’s (UNWTO) joint Commission for East Asia and the Pacific and South Asia (CAP & CSA) brought together member states from the Asia and Pacific region to address the significant challenges and identify opportunities for tourism growth in the post-pandemic era. The forum saw representation from 25 countries, including Ministers, Deputy Ministers of Tourism, and Ambassadors, marking a historic event in global tourism.

The meeting commenced against an accelerating recovery in the tourism sector, bolstered by China’s reopening to tourism. Before the pandemic, China stood as the world’s largest tourism source market, marking its re-opening as a significant milestone. A delegation from UNWTO visited China in February 2023, underscoring the importance of this event.

Data from UNWTO reveals a promising growth trajectory in global tourism. International travel saw a significant increase in the first quarter of 2023, doubling the numbers from the same period in 2022 and bringing global tourism back to 80% of pre-pandemic levels. Although the Asia and Pacific region has recovered to 54% of its pre-pandemic levels, the re-opening of China to tourism is expected to rapidly accelerate recovery across the area.

During the meeting, UNWTO Secretary-General, Zurab Pololikashvili, spoke highly of Asia and the Pacific’s role in the global tourism landscape, stating, “Asia and the Pacific play a crucial role in the state of our sector, as a top source market, a hub of tourism innovation, and home to many of the world’s leading businesses and exciting destinations.”

Cambodia’s Prime Minister, Hun Sen, echoed Pololikashvili’s sentiment. He emphasized tourism’s critical role in sustainable development across the region while showcasing Cambodia’s strong political support for UNWTO’s mission.

The UNWTO highlighted its significant achievements during the event based on its work program and current priorities. With 160 out of 300 education programs offered in Asia and the Pacific, the UNWTO’s Ted.Qual initiative is empowering tourism professionals to advance their careers. The organization also promotes sustainable investment frameworks to facilitate tourism investments and job creation in a post-pandemic world.

A significant development at the meeting was the announcement of the newest members of the International Network of Sustainable Tourism Observatories (INSTO), the Batanes Tourism Observatory in the Philippines and an institution from Japan, highlighting UNWTO’s ongoing commitment to sustainability.

Moreover, the Commission meeting also saw Cambodia, the Maldives, and Indonesia become signatories to UNWTO’s International Code for the Protection of Tourists (ICPT). The Commission adopted the Phnom Penh Declaration, promoting the ICPT’s implementation to ensure robust frameworks for tourist protection, thereby fostering travel confidence.

Looking ahead, China, Indonesia, Japan, and the Republic of Korea have been nominated to represent the East Asia and Pacific region on the UNWTO Executive Council. The 36th Joint Meeting of the UNWTO Commission will be held in Cebu, Philippines, in 2024, while Malaysia will host World Tourism Day 2025 under the theme “Tourism and Sustainable Transformation”.

This groundbreaking meeting, marked by high-profile participation and impactful declarations, underscores Asia and Pacific’s determination to harness the power of tourism to drive sustainable growth and development.

Written by: Supaporn  Pholrach (Joom)

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