🔷 The United Nations World Tourism Organization (UNWTO) has announced this year’s theme as “Tourism and Sustainable Transformation.”
A theme that highlights how the future of this industry lies in the synergy between innovation and sustainability.

🔹 The 2025 World Tourism Day theme is both a wise and thought-provoking choice. “Transformation” usually implies change and moving beyond the current state, while “sustainability” emphasizes preservation and continuity. At first glance, these two may seem contradictory. Embedded within transformation is the notion of instability. Yet, this theme can be interpreted to mean that tourism should be designed in such a way that it remains sustainable while continuously innovative and transformative — embracing creative and ongoing changes within the framework of environmental, economic, and social sustainability.

📸 Kal_e_Jenni Geosite.