Defining 'Tourism and Sustainable Transformation' on World Tourism Day 2025

As the world celebrates World Tourism Day today, the spotlight this year is on tourism’s power to drive positive change, under the theme “Tourism and Sustainable Transformation.”

According to UN Tourism, unlocking this potential goes beyond growth. It requires good governance, strategic planning, robust monitoring and clear priority setting that align with long-term sustainability goals. A deliberate and inclusive approach is essential, one that places sustainability, resilience and social equity at the core of tourism development and decision-making.

Sharing India’s story in the sphere of tourism, Prime Minister Narendra Modi shared, “Tourism has the potential to bring prosperity to the lives of many. Our government will keep focusing on enhancing India’s tourism infrastructure to ensure more people can experience the wonders of Incredible India”

In the last decade, the Government of India reported to have taken up transformative initiatives to scale up and revolutionise this sector so that it can realise its full potential as a force for economic growth, employment generation, and cultural diplomacy. As on June 2025, inbound tourism stood at 16.5 lakh visitors, while outbound tourism was recorded at 84.4 lakh travellers. This activity contributed to foreign exchange earnings amounting to Rs.51,532 crores.  In addition, as per the provisional estimates of the National Accounts Statistics 2025, the tourism sector contributed ₹Rs.15.73 lakh crore to India’s GDP in 2023-24, accounting for 5.22% of the total economy. Besides that, according to the Periodic Labour Force Survey (PLFS), the sector generated 36.90 million direct employments and 47.72 million indirect employments, together accounting for 13.34% of total employment in the economy.                                                                                                        

On this occasion, T3 brings together the perspectives of leading voices from the tourism industry to mark World Tourism Day 2025.

- Zurab Pololikashvili, Secretary-General of the World Tourism Organization (UNWTO)
“This World Tourism Day, we recognise the unique power of our sector to deliver positive change at every level, and we do so at a time of unprecedented challenges and pressures. Now, more than ever, we need to rethink that tourism means at what I can achieve. We must look beyond numbers and reflect on our sector’s impact on our societies and our planet.

Sustainable transformation through tourism is only possible if we embrace new ideas and listen to new voices. That means reshaping business practices and investing around values, not just profits. It means a focus on innovation, and on entrepreneurship. And it means investing in education, job training and young talent. That way we can be sure, the changes we make today, will last for generations to come.

On this global day, we celebrate tourism ability to drive growth and provide opportunity for all. And we do so being mindful of our responsibility to ensure that growth and change are both inclusive and sustainable.”

- António Guterres, Secretary-General, United Nations
“Tourism is a powerful driver of transformation. It creates jobs, fuels local economies, supports infrastructure and contributes to development far beyond GDP. Tourism strengthens bonds between people and places. It builds bridges across cultures, preserves traditions and restores cultural heritage.  It reminds us of our shared humanity – and the richness of diversity. Yet tourism can also damage the very places and communities it celebrates.

As the world faces climate breakdown and rising inequalities, we need bold, urgent, and sustainable action that puts people and planet first. This year’s theme – “Tourism and Sustainable Transformation” – calls us to action.

That means investing in education and skills, especially for women, youth, and marginalised communities; supporting micro, small and medium-sized enterprises; and advancing climate action by reducing emissions across the tourism sector, conserving biodiversity, and protecting fragile ecosystems. Today, and every day, let’s harness the power of tourism as a force for transformation, resilience, sustainability, and shared progress for all.”

- Kanika, Tekriwal, CEO and Founder, JetSetGo
“Tourism in India is defined as much by access as by attraction. While commercial aviation connects roughly 120 airports, India has more than 250 operational airstrips and runways. Many of these are in proximity to cultural, historical, and natural destinations that remain underserved. Private aviation bridges this gap by putting over twice the number of destinations within reach and enabling travellers, both business and leisure, to land closer to where they need to be. We see demand not only to metros and state capitals but also to locations like Jodhpur, Bhuj, Aurangabad, Dehradun and Mysuru which are gateways to heritage circuits and eco-tourism hubs. The ability to operate point to point, often on short notice, means tourism itineraries are no longer constrained by airline schedules. Looking ahead, as secondary airports are modernised and sustainable fuels become more available, private aviation will further expand India’s tourism footprint and play an essential role in shaping how the world experiences the country.”

- GMJ Thampy, Founder and Chairman and Managing Director, Riya Group
“When I started Riya Travels in the 1980s, the world of travel looked very different. It was simpler but also limited. Today, travel has transformed into something far greater. It is no longer just about moving from one place to another. But it is about creating meaningful experiences, discovering diverse cultures and building lifelong connections.

From paper tickets and manual bookings to today’s e-tickets and digital currencies, the landscape of travel is evolving faster than ever. The World Tourism Day holds a special place in my heart as it reminds me of the responsibility we share as an industry to design not just journeys, but memories that last a lifetime.

Today, as I look ahead, I am optimistic that tourism will continue to remain a force for good. A force for an incredible future. So, today, let us celebrate travel and tourism not only as an industry but as a movement that makes the world more connected, compassionate and sustainable.”

- Shikhar Aggarwal, Joint Managing Director, BLS International
“World Tourism Day is not just a celebration of travel but a reflection of how mobility is transforming our world. The global travel and tourism industry is projected to reach US$ 3.4 trillion by 2029, while its overall contribution to global GDP is expected to touch nearly US$ 15.9 trillion, underscoring its role as a true economic powerhouse. Beyond numbers, its impact lies in how it shapes the way people live, learn, and connect. For Indian travellers, international journeys have shifted from rare indulgences to lifestyle choices, driven by rising prosperity and simplified global access. What’s equally transformative is the role of technology — from AI-driven personalisation to seamless digital visa solutions, making cross-border movement more efficient and inclusive. At BLS International, we believe tourism today is not only fueling economic growth but also serving as a bridge for peace and sustainability. We remain committed to enabling this future where exploration knows no boundaries.”

- Ajay Prakash, Global President, IIPT
“On this World Tourism Day we face a world shaken by wars, mass displacement and the mounting threat of climate change. In such times we must remember that tourism is not just an industry - it is about people. It is about connecting people across borders of race, religion and nationality to build connections that foster understanding and respect.

It is axiomatic that peace promotes tourism. But can tourism promote peace? We believe it can. Every journey, every cultural exchange, every encounter has the power to dissolve prejudice and open the door to dialogue instead of conflict.

As one of the world’s largest industries, tourism carries a profound responsibility. We must ensure it serves not only economies, but also humanity - as a catalyst for harmony, sustainability and hope. Tourism can, and must be, a force for peace.”

- Yummi Talwar, Chief Operating Officer-South Asia, VFS Global
"Tourism has always been a powerful connector of cultures and communities, and its strong recovery in recent years highlights its ability to unite people across borders. However, the future of this growth will depend on how responsibly we transform the industry. Sustainable transformation extends beyond reducing environmental impact — it is about reimagining the entire ecosystem to create lasting social and economic value. This means enabling equitable participation of local communities, embedding inclusivity in how travellers experience destinations, and leveraging technology to make journeys both seamless and climate-conscious. On World Tourism Day 2025, we are reminded that the true measure of tourism is not the number of trips taken, but how each journey contributes to building a more resilient, inclusive, and sustainable world.”

- Rikant Pittie, CEO & Co-Founder, EaseMyTrip
“World Tourism Day is a reminder that travel is more than movement, it’s about creating impact, shaping cultures, and driving economies forward. India’s travel and tourism landscape is at an inflection point. Tier 2 and Tier 3 cities are emerging as the new hotspots, and around 65% of young travellers now seek journeys that recharge and reconnect them with purpose. From boutique stays powered by solar energy to villages opening doors for immersive cultural experiences, the future of tourism in India is about scaling with responsibility and authenticity. The travel sector is constantly adapting to the changing aspirations of people and is getting tech-driven, inclusive, and sustainable.”

“On this World Tourism Day, just as the industry is stepping into a new phase of travel and tourism powered by metro and non-metro cities of India, we are also opening our doors at EaseMyTrip to professionals, vendors, and innovative startups with specific expertise across holidays, hotels, airlines, buses, trains, cabs, and other travel-tech solutions to shape the next phase of Indian travel and tourism with resilience and purpose.”

- Vikram Dhawan, Chief Strategy Officer, Ebix Travel- Delphi World Money Ltd.  
"The global sustainable tourism market is projected to grow from USD 2.73 trillion in 2023 to an estimated USD 9.17 trillion by 2032, underscoring a worldwide shift toward responsible and regenerative travel models. In India, where tourism contributes nearly 5% to the GDP, the government is taking proactive steps to align growth with low-carbon infrastructure, local value creation, and circular resource use.”

“As we reflect on the theme of World Tourism Day, it’s clear that true progress in sustainable tourism requires alignment across public policy, private investment, and grassroots stakeholders. To establish global leadership in this space, India must define and track meaningful success metrics, such as per-visitor carbon footprint, local economic retention, and circular waste management, that can serve as benchmarks for the global industry.”

- Rama Mahendru, Country General Manager – India, Intrepid Travel
“Conscious travel is no longer a choice, it’s a responsibility. At Intrepid, we believe tourism should uplift communities, protect cultures, and preserve our planet. In India and across the globe, we’re working hand-in-hand with local partners to create travel experiences that are not only enriching for travellers but meaningful for the people and places they visit. From reducing single-use plastics to planting a tree for every trip under our One Trip One Tree (1T1T) initiative, we’re committed to making a tangible impact. World Tourism Day is a powerful reminder that transformation in tourism begins with purpose—and we’re proud to be part of that change.”

- Aviral Gupta, CEO, Zo World and Zostel
“Tourism is at an inflection point. For too long, it has been measured in arrivals and revenues, but the true measure is in the lives it touches and the communities it uplifts. At Zo World, we have witnessed this shift first-hand, from our Zostel beginnings that democratised travel for young explorers, to Zo Trips that curated authentic journeys, to Zo Houses and Zo Villas that redefined living spaces, and  Zostel Plus which showcased unique, premium experiences. Each of these steps has been about building more than products; it has been about creating an ecosystem. 

On World Tourism Day, we reaffirm our belief that travel must go beyond consumption, it must empower. As we expand into Japan, Russia and Malaysia, our mission is to enable authentic exchanges where culture is preserved, local entrepreneurs thrive, and travellers leave with more than memories they leave with connections. With a community of over 5 million of travellers and creators across 100+ destinations, we are living proof that travel can unite the world under the spirit of Vasudhaiva Kutumbakam, one world, one family. That is the future Zo World is committed to leading.”

- Pallavi Mehra, Sr. Group Director and Publisher - Travel Trends Today at Informa Markets
“Tourism is no longer just about destinations — it's about transformation. We need to move beyond sustainability as compliance to sustainability as a competitive advantage. Sustainable travel empowers communities, protects ecosystems, and redefines the way we explore the world, making every journey a force for positive change."

- Naresh Rawal, Sr. Vice President, Sales and Marketing, StarDream Cruises
“StarDream Cruises believes that the future of tourism lies in inspiring travelers to explore with purpose. By curating journeys that connect cultures and create shared value for destinations and guests alike, we aim to contribute to the sustainable transformation of global travel.”

- Rakesh Gupta, Regional Director, Sun Siyam Resorts – Maldives
“At Sun Siyam, we believe true luxury should never come at the expense of our planet or our people. With our resorts—Sun Siyam Iru Fushi, Sun Siyam Iru Veli, Sun Siyam Olhuveli, Sun Siyam Vilu Reef, Siyam World in the Maldives, and Sun Siyam Pasikudah in Sri Lanka, sustainability is not an add-on; it is at the heart of everything we do. Through our Sun Siyam Cares program, we are reimagining hospitality by contributing to the circular economy with initiatives in water and energy conservation, responsible waste management, and a committed transition to renewable energy.

Our responsibility extends beyond environmental action. We are dedicated to preserving the cultural heritage of the Maldives and Sri Lanka while empowering local communities through education, employment, and long-term partnerships. This is our vision of responsible tourism, where every guest experience leaves a positive impact, giving back more to the destination than we take, and shaping a more sustainable, inclusive future.”

- Ellona Pereira, General Manager, AVIAREPS India
“At AVIAREPS, our mission has always been to bring the world closer to the people in it. Today, that vision carries a deeper responsibility to shape tourism that is not only inspiring but also sustainable and transformative. By connecting global partners with local markets, we are helping create travel experiences that celebrate diversity, respect cultures, and safeguard our planet for future generations. This is the future of representation, and we are proud to be a part of it.”

- Munnmunn Marwah, COO, Think Strawberries
“In a world where the urgency of addressing climate change threat is pressing, tourism’s sustainable transformation is not just a necessity but an opportunity. The partners we represent are deeply invested in creating meaningful journeys that safeguard natural ecosystems, celebrate local cultures and empower communities. They are pioneering sustainable practices and building a future where every journey is as enriching for the planet and its people, as it is for the traveller. At Think Strawberries, we are proud to amplify their commitment to ensuring that travel continues to inspire the world while leaving a positive legacy for future generations.”

- Neeti Sharma, Director, Intrepid Marketing & Communications
“Costa Navarino’s commitment to Sustainable Transformation begins with design. The destination operates in harmony with the natural environment and local communities of Messinia, dedicating approximately 90% of the total land area to indigenous and planted greenery. Adhering to the principles of bioclimatic architecture, with features like over 5,000 m² of planted roofs and an overall building footprint less than half of what is permitted, the resort ensures its presence safeguards the local landscape. This is backed by verifiable climate action, including a 78% reduction in operational emissions (2023 vs. 2019) and the long-term goal of net-zero operations by 2050, proving that luxury and holistic environmental stewardship are inseparable.”

- Chitra Stern, Founder and CEO, Martinhal Family Hotels & Resorts
"At Martinhal, our approach to sustainability is purposeful and embedded in our philosophy: to create family experiences that honour the past, enrich the present, and shape a thoughtful future. Every decision, whether in design, operations, or partnerships, reflects our commitment to uplifting local communities, preserving the environment, and offering meaningful, shared experiences.”

“We have quantified this holistic commitment with tangible actions such as installing 884 photovoltaic solar panels, achieving rigorous Green Key certification for Martinhal Sagres and Martinhal Lisbon Oriente, and being honoured with the Medal of Merit for Tourism (2024) for our positive socio-economic impact. By eliminating single-use plastics, fostering local Portuguese artists, and supporting strong employee well-being, we can ensure that every family holiday at Martinhal contributes to a thriving, community focused, sustainable legacy.”