As the world continues to navigate economic transformation, geopolitical shifts, and rapid technological innovation, the tourism industry stands at a defining crossroads. Far from being a sector solely associated with leisure, tourism today represents a strategic driver of investment, diplomacy, and sustainable development. Against this backdrop, the Global Tourism Forum Annual Meeting 2025, taking place on 20–21 October in Brussels, offers an unparalleled stage to reimagine the future of travel and its role in shaping a more interconnected world.
A global platform for collaboration
Since its inception 15 years ago, the Global Tourism Forum (GTF) has evolved into a premier international gathering where heads of state, ministers, CEOs, investors, and innovators engage in critical dialogue. From Istanbul to Angola, Uzbekistan to Dubai, the Forum has consistently convened leaders to tackle urgent challenges and explore opportunities in travel and tourism.
Brussels is a natural choice for the 2025 Annual Meeting. Known as the political heart of Europe, the city serves as a bridge between institutions, nations, and cultures. Hosting the Forum here is not only symbolic but also practical: Brussels offers a vantage point from which to align the tourism agenda with Europe’s wider priorities on sustainability, innovation, and global cooperation.
The Global Tourism Forum (GTF) is honored to announce that Shaikha Al Nowais, Secretary-General-elect of UN Tourism, will speak at the GTF Annual Meeting 2025 in Brussels.
— Global Tourism Forum (@gtourismforum) September 26, 2025
At GTF Brussels, Shaikha Al Nowais will speak on the future of global tourism governance, the… pic.twitter.com/o3BJMou9V9
Tourism beyond travel
The narrative of tourism has expanded beyond holidays and hospitality. In 2025, tourism is an engine for:
- Economic growth: Generating employment and fuelling infrastructure investment.
- Cultural diplomacy: Fostering understanding and cooperation across borders.
- Innovation: Driving the adoption of AI, data analytics, and new mobility solutions.
- Sustainability: Supporting the transition to greener aviation, eco-conscious hotels, and responsible travel.
This year’s Annual Meeting is designed to capture the complexity and opportunity of tourism’s new role in the global order.
Key themes of Brussels 2025
The programme will feature seven central themes, each responding to pressing issues that shape the industry:
- Tourism and Security – building confidence in safe, resilient travel.
- Women and Youth Empowerment – unlocking leadership and opportunity in tourism.
- Urbanisation and Destination Governance – creating liveable, thriving cities.
- AI and Data Privacy – balancing innovation with ethical responsibility.
- Sustainability in Aviation and Hospitality – from mandate to market reality.
- New Media Dynamics – the growing role of digital influence in destination branding.
- Tourism and the New World Order – exploring tourism’s role in shaping geopolitics and economic resilience.
Each theme underscores a simple truth: tourism is not peripheral but central to solving the most urgent questions of our time.
A bridge to investment
The Global Tourism Forum is not merely a conversation; it is a catalyst for investment and partnerships. In Brussels, attention will focus on attracting and facilitating projects across hospitality, aviation, green energy, and digital mobility. Tools such as the World Tourism Investment Index and initiatives like the Tourism CEO Club demonstrate GTF’s commitment to turning dialogue into concrete economic outcomes.
By bringing together governments and private investors, the Forum creates a pipeline for projects that generate jobs, enhance infrastructure, and position destinations as engines of prosperity.
What awaits in Brussels
Over 1,000 delegates from more than 100 countries are expected to participate in this year’s Annual Meeting. The event will combine high-level panels, investor roundtables, and networking opportunities with cultural and diplomatic exchanges.
A highlight of the programme will be the World Tourism Awards – Top 100, held at the Royal Museums of Fine Arts of Belgium. This gala evening will not only celebrate excellence in tourism but also shine a spotlight on the individuals and organisations driving change in the industry.
Global Tourism Forum Annual Meeting
— Global Tourism Forum (@gtourismforum) August 13, 2025
Leading the Future of Tourism: Insights from the Top
This flagship session will bring together prominent CEOs, ministers, and visionary leaders shaping the global tourism agenda.
🚀 Expect bold insights and forward-looking strategies on:
✨… pic.twitter.com/nj1n2PbkXD
A personal perspective
For me, as President of the World Tourism Forum Institute, this Annual Meeting is more than a professional milestone; it is a personal commitment. I believe tourism is a force that transcends boundaries. It creates jobs, fosters understanding, and builds the bridges of peace that the world urgently needs.
Brussels, with its unique position at the crossroads of diplomacy and commerce, is the ideal place to make this case. It is here that we can demonstrate how tourism, when guided by vision and collaboration, becomes an essential part of global development
The Global Tourism Forum Annual Meeting 2025 is not simply another date on the industry calendar. It is an invitation to leaders, policymakers, entrepreneurs, and travellers alike to participate in shaping the next chapter of tourism.
As we look toward Brussels this October, one message is clear: tourism is not only about where we travel but about the future we build together.
