Malaysia hosted the 2025 World Tourism Day and the 7th World Tourism Conference in collaboration with the United Nations and the Melaka State Government. More than 700 delegates, including Malaysia’s Prime Minister YAB Dato’ Sri Anwar Ibrahim, gathered in the UNESCO World Heritage City of Melaka for three days of events from 27 to 29 September.
As every year, the conference was held on the anniversary of the adoption of the UNWTO Statutes in 1970, a global recognition of tourism’s contribution to economic development, international understanding, peace, prosperity, and universal respect for and observance of human rights and fundamental freedoms.
From Melaka, Malaysia 🇲🇾 we mark #WorldTourismDay2025 under the theme Tourism and Sustainable Transformation🌱🌍
— UN Tourism (@UNWTO) September 27, 2025
Today we celebrate tourism’s role in driving growth and opportunity — and commit to ensuring that transformation is inclusive and sustainable for generations to come. pic.twitter.com/r2o17kSrPm
Themed around “Tourism & Sustainable Transformation,” this year’s gathering of national representatives, industry experts, and media aimed to reinforce global and regional commitments to an inclusive and responsible tourism model. In his official message, United Nations Secretary-General António Guterres hailed tourism as “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. Let’s harness tourism as a force for resilience, sustainability, and shared progress.”
Echoing that and describing the sector’s “inclusive transformation” as “essential,” Yang Berhormat Dato Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts and Culture, told delegates, “Overtourism strains fragile sites, inequality limits local benefit, and global competitiveness now depends on real change.” He called for a “focus on practical steps that advance progressive tourism development.”
It’s here!#WorldTourismDay2025 kicks off today from Melaka, Malaysia 🇲🇾 under the theme Tourism and Sustainable Transformation 🌱
— UN Tourism (@UNWTO) September 27, 2025
Stay tuned as we spotlight how tourism drives inclusive growth and a better future for all.
Join the live stream ➡️ https://t.co/oz3LD3UpJA #WTD2025 pic.twitter.com/2NugemW12C
Among those practical steps, Malaysia highlighted its investment in education, skills, and climate-neutral travel solutions such as sustainable aviation fuel (SAF). It also announced that it is set to join the UN Tourism International Network of Sustainable Tourism Observatories (INSTO) to pilot a scheme in Mersing, Johor, fostering high-value, sustainable initiatives, such as nature-based and adventure tourism, as well as digital nomad hubs.
Maylisia wants to welcome 35.6 million visitors by 2026
Earlier this year, Malaysian officials declared a target of 35.6 million international visitors by 2026 and a goal to “position the sector as one of the largest contributors to the country’s GDP.” But, launching Visit Malaysia 2026 alongside the September conference, Tiong said: “Tourism is not about numbers alone. It is about how we turn our heritage into strength, how we transform tourism into the people’s economy.”
The proceedings also included a ceremonial handover that saw El Salvador take up the mantle as the next host country for World Tourism Day, with special remarks from H.E. Mr Jaime Jose Lopez Badia, the Salvadoran Ambassador to Singapore.
