United Nations Secretary-General António Guterres has called for artificial intelligence and digital technologies to be used to make tourism more inclusive and supportive of sustainable development, warning that innovation could otherwise concentrate visitors and economic benefits in a limited number of destinations and platforms.
His message for World Tourism Day 2026 came under the theme Digital Agenda and Artificial Intelligence to Redesign Tourism, reflecting the growing role of technology in how travellers choose destinations and how tourism businesses operate.
Guterres said artificial intelligence can strengthen small businesses, improve services and create new opportunities, while warning that poorly managed digital transformation could direct tourists toward the same destinations and platforms, leaving emerging communities behind.
Technology must serve humanity, the Secretary-General said, calling for tourism workers, local communities and emerging destinations to participate in shaping the sector's digital future, with emphasis on digital skills, broader access to technology and policies ensuring innovation benefits the people and places tourism depends on.
World Tourism Day is observed annually on 27 September. Let us build a digital future for tourism that is open, inclusive and human, Guterres said, calling for new tools to drive sustainable development for all.