This content was automatically translated. View the original text.
September 27 marks World Tourism Day, an event that this year focuses on the future of the industry and the increasingly central role of artificial intelligence.
Today, travelers use digital platforms and AI tools to choose where to stay, what to visit, and which destinations to explore. But who decides what we see and, above all, who benefits from this transformation? The 2026 theme calls on destinations, businesses, and institutions to take the lead in driving change by helping to define a responsible, inclusive, and transparent use of AI.
The official celebration will take place in San Salvador, El Salvador, with a focus on innovation, new skills, and new opportunities to make destinations more visible and accessible.
Established during the General Assembly of the United Nations World Tourism Organization in Torremolinos, Spain, in 1979, the date of September 27 was chosen to commemorate the anniversary of the adoption of the UNWTO Statutes. Beyond contributing to the global economy, tourism sets millions of people in motion across the globe, encouraging intercultural dialogue.
