UN Tourism Unveils Major Rebranding, Signals New Era for Global Tourism Development

The World Tourism Organization (UNWTO) has revealed its updated identity as UN Tourism, highlighting its dedication to leading global tourism development and catalyzing socioeconomic progress.

This rebranding effort, conducted in partnership with Interbrand, a premier worldwide branding firm, was thoughtfully executed to reflect UN Tourism core objectives and values.

The rebrand centers on three key themes: the UN’s role as a benevolent global entity, the importance of global human connections, and the emphasis on proactive engagement and progress.

Zurab Pololikashvili, Secretary-General of UN

Tourism, said: “As society progresses into the future, the tourism sector, much like many other sectors, needs to transform to serve as a catalyst for prosperity at a universal scale.

“Enhancing the well-being of individuals, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony are key goals that are the fundamental essence of UN Tourism. The organization takes on the role of driving a sustainable force that is now central to many economies.”

Borja Borrero, Executive Director at Interbrand, said: “Transitioning from UNWTO to UN Tourism marks a significant new phase for the organization. The revised nomenclature offers several advantages, including simplicity, enhanced comprehension, improved legibility and memorability.

“It also serves to clarify the agency’s sphere of influence within the global tourism industry. The new elements of the brand are the foundations of a distinct and proprietary image – one that is direct, affordable, democratic, and relevant for diverse audiences regardless of provenance.”

UN Tourism’s New Direction

By adopting a name that moves away from acronyms, UN Tourism becomes more accessible and leverages its strengths: the authoritative “UN” and the universally understood “tourism.”

This renaming marks UN Tourism’s significant evolution towards greater agility and responsibility. As a UN agency focused on promoting tourism for sustainable development, it will now emphasize education, consultancy, and networking for its 160 Member States and numerous private sector partners.

The brand refresh transcends verbal communication, introducing a new visual language epitomized by its logo. The logo, inspired by the idea of a united world, symbolizes the organization’s commitment to bringing people closer together.

This shift from a generic globe logo to a more human-centric symbol reflects a deeper transformation within UN Tourism towards a more human-focused approach.

Furthermore, the rebrand encompasses a comprehensive overhaul of the visual identity, based on a geographical grid to guide interaction with the brand across various platforms, including events, websites, reports, social media, and marketing initiatives.

This new visual framework offers a wealth of components like images, typography, colors, and icons to enhance the personalization of digital and physical brand experiences.

The rollout of the new UN Tourism brand will occur gradually across all platforms, starting with digital mediums such as the website and social media, and extending to physical locations and materials in the coming months.

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