Blog

May 13, 2024

The World Tourism Organization (UNWTO) enters a new era with a new name and brand: UN Tourism. With this new brand, the Organization reaffirms its status as the United Nations specialized agency for tourism and the global leader of tourism for development, driving social and economic change to ensure that “people and planet” are always center stage.

A NEW VISSION

Transforming tourism for a better world to achieve this goal, UN Tourism engaged the services of Interbrand, the leading global branding agency. Interbrand successfully translated the Organization’s renewed vision for tourism into a new visual identity and brand narrative. This involved renaming the Organization, transitioning from UNWTO to UN Tourism, at the same time, a new brand narrative was meticulously crafted, one that seamlessly aligns with UN Tourism’s central mission and priorities.

KEY MESSAGES

The rebranding effort emphasizes three main messages: the UN's role as a global altruistic organization, the importance of connecting people worldwide, and the proactive approach to addressing challenges within the tourism sector.

STRENGTHENING PARTNERSHIPS

With 160 Member States and numerous private sector affiliates, UN Tourism is poised to strengthen its partnerships and collaboration efforts, by fostering unity and support from its members, the organization aims to drive meaningful change within the tourism industry.

PRIORITIZING SUSTAINABILITY

UN Tourism remains committed to promoting tourism for sustainable development, aligning its priorities with the UN's 2030 Agenda for Sustainable Development and its 17 Global Goals. The organization seeks to empower local communities, create quality jobs, and promote innovation within the sector.

LEADERSHIP'S PERSPECTIVE

Zurab Pololikashvili, Secretary-General of UN Tourism, underscores the organization's role in driving prosperity on a global scale. He emphasizes the importance of enhancing individual well-being, protecting the environment, and fostering economic advancement through sustainable tourism practices.

A WORLD OF POSSIBILITIES: REDEFINING TOURISM

The new brand expression is not only limited to words and messages but also expands into a reinvented visual discourse. UN Tourism has a new design language starting from its symbol. “Bringing the world closer” is the new tagline that inspires the concept of a Pangea shaping a human figure in action.  This drastic evolution from the former globe symbols reflects the Organization’s emphasis on the dynamic nature of tourism and on putting people first.

BEYOND THE SYMBOL

The rebrand also includes a revamp of the entire visual system, which is now based on a grid of geographical coordinates meant to help people navigate the brand’s touchpoints, both offline and online, such as events, website, reports, social media channels and campaigns. This system unlocks a rich universe of elements including imagery, fonts, colours, and pictograms all designed to personalize social media campaigns, events, posts, and videos.

The new brand will be gradually implemented across all UN Tourism touchpoints over the next few months, beginning with digital channels such as the website, social media accounts and newsletters, followed by physical spaces such as offices and events, and elements such as reports and stationary.