Global leaders, policymakers, industry experts and local communities gathered in Melaka this week as Malaysia hosted World Tourism Day 2025 alongside the 7th World Tourism Conference. Organised in partnership with UN Tourism and Malaysia’s Ministry of Tourism, Arts and Culture, the event marked a milestone in efforts to place sustainability and inclusivity at the heart of global tourism.
Centred on the theme “Tourism and Sustainable Transformation,” the celebrations emphasised the role of tourism as a driver of social progress, economic growth and environmental stewardship. Malaysia used the platform to showcase its rich cultural heritage, landscapes and sustainability-led policies, while reaffirming its commitment to making tourism a force for resilience and shared prosperity.
Opening the event, Malaysia’s Minister of Tourism, Arts and Culture, H.E. Dato Sri Tiong King Sing, welcomed participants from around the world. Speaking on behalf of the Prime Minister, Deputy Prime Minister Dato’ Sri Haji Fadillah bin Yusof underlined the importance of balancing economic progress with social responsibility and environmental care. He highlighted initiatives such as digital nomad hubs, investment in sustainable aviation fuel and community-driven ecotourism, while announcing Malaysia’s entry into the UN Tourism International Network of Sustainable Tourism Observatories through a pilot project in Mersing, Johor. In his message for the occasion, United Nations Secretary-General António Guterres reminded delegates that “tourism is a powerful driver of transformation. It creates jobs, fuels local economies and builds bridges across cultures. Yet, it must be sustainable to protect the very places and communities it celebrates.” UN Tourism Secretary-General Zurab Pololikashvili echoed this sentiment, saying the Melaka celebrations had demonstrated that “tourism can be a force for good when guided by sustainability and inclusivity.”
The programme featured high-level panels, cultural showcases and strategic discussions designed to inspire collaboration and practical solutions. Education and skills development emerged as key priorities, with a strong focus on empowering women, youth and marginalised communities through training and employment. Digital innovation was another central theme, with calls to support start-ups, invest in digital education and close the gap for rural and post-conflict societies. Promoting small and medium-sized enterprises, ensuring benefits reach local communities, and using cultural exchanges to safeguard heritage also formed part of the discussions.
The 7th World Tourism Conference provided a framework for cooperation, with sessions on digital transformation, climate-neutral travel and community-based models. The dialogue underscored the need for innovative strategies to strengthen the resilience of tourism while ensuring inclusivity and sustainability remain central to future growth.
As the celebrations drew to a close, Malaysia officially handed over hosting rights for World Tourism Day 2026 to El Salvador, where the focus will shift to “Digital Agenda and Artificial Intelligence to Redesign Tourism.” Next year’s theme will spotlight how digital transformation and AI can reshape the global tourism industry.
With World Tourism Day 2025, Melaka has firmly positioned itself on the global map as a champion of responsible and transformative tourism, reinforcing Malaysia’s growing leadership role in shaping the industry’s sustainable future.
