World Tourism Day
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About
World Tourism Day on September 27 celebrates tourism's role in global economic development, cultural exchange, and mutual understanding. Tourism supports over 330 million jobs worldwide — one in ten — and contributes 10% of global GDP. The UNWTO uses the day to promote sustainable tourism practices that protect natural environments, respect local cultures, and distribute economic benefits equitably to host communities.
History
The World Tourism Organization (UNWTO) established World Tourism Day in 1980 to mark the anniversary of its Statutes coming into force on September 27, 1970. The day rotates hosting duties among different world regions annually. Tourism collapsed during the COVID-19 pandemic, making the day's recovery-and-sustainability theme especially resonant in recent years.
Where It's Observed
Cultural Context
US United States
The US is the world's largest international tourism earner. World Tourism Day focuses on responsible travel, sustainability in hotel and airline industries, and the economic value of national parks and heritage sites to local communities.
KR South Korea
South Korea's tourism sector has been transformed by the K-wave — cultural tourism driven by interest in K-pop, K-drama filming locations, and Korean cuisine. Inbound tourism is growing rapidly, and the day examines how to manage visitor impact on local communities.
JP Japan
Japan saw record inbound tourism before COVID-19, leading to overtourism concerns in Kyoto and Tokyo. World Tourism Day prompts discussions about sustainable visitor management, rural tourism development, and balancing cultural preservation with visitor access.
How to Participate
- 01Plan a trip to a destination that benefits local communities through sustainable tourism
- 02Learn about responsible travel practices and the principles of ecotourism
- 03Visit a local historical or natural site you've never explored in your own region
- 04Support a tourism business or guide from a marginalised community
Frequently asked questions
When is World Tourism Day?+
World Tourism Day is observed annually on September 27. The date is fixed each year — September 27 — and does not shift based on the lunar calendar or weekday.
What is World Tourism Day?+
World Tourism Day on September 27 celebrates tourism's role in global economic development, cultural exchange, and mutual understanding. Tourism supports over 330 million jobs worldwide — one in ten — and contributes 10% of global GDP. The UNWTO uses the day to promote sustainable tourism practices …
Is World Tourism Day a public holiday?+
World Tourism Day is an international observance or awareness day, not a public holiday in most countries. It does not typically result in days off work or school closures, though some countries and organisations hold official events.
How can I participate in World Tourism Day?+
Plan a trip to a destination that benefits local communities through sustainable tourism Learn about responsible travel practices and the principles of ecotourism Visit a local historical or natural site you've never explored in your own region These are some of the most accessible ways to engage with the day's purpose.
Which countries observe World Tourism Day?+
Global — UNWTO initiative.
Mark the date
Download a free printable calendar for 2026 and never miss World Tourism Day.