The Guiding Principles for Sustainable Investment in Tourism were launched at a ministerial round table on investment in tourism held in Abu Dhabi on 8 April 2025 at the Annual Investment Congress (AIM). The Guiding Principles were jointly developed by UN Trade and Development (UNCTAD) and the World Tourism Organization (UN Tourism).

Tourism is one of the world’s most dynamic sectors and a key driver of economic growth, job creation and poverty reduction.

In 2019, before the COVID-19 pandemic devastated the industry, it accounted for 4% of global GDP, 7% of exports and one in every 10 jobs worldwide. With international arrivals reaching 96% of pre-pandemic levels by mid-2024, the sector is on track for full recovery.

But as tourism expands, so does the need to ensure it’s sustainable, inclusive and resilient. Without careful planning, growth can strain ecosystems, raise emissions and deepen social inequalities.

A strategic framework

The Guiding Principles offer a strategic framework to align tourism investment with the Sustainable Development Goals (SDGs), calling for investments that go beyond profit to empower communities, preserve cultural and natural heritage, and advance climate action.

The principles support the development of strong policies, institutions and regulations at all levels to promote sustainable tourism in line with national priorities. They also underscore the importance of fostering public-private partnerships, embracing innovative technologies and ensuring local communities actively participate in shaping the sector’s future.

Timely and strategic investment opportunities

With global foreign direct investment falling 2% in 2023 to $1.3 trillion, channelling capital into sustainable tourism is both timely and strategic. Opportunities range from low-carbon mobility and retrofitting infrastructure to strengthening local food systems and scaling circular waste solutions.

Tourism can generate wide-reaching benefits, fuelling innovation, social inclusion and quality jobs across sectors. But unlocking this potential requires policies rooted in sustainability, supported by good governance and collaborative action.

By applying these guiding principles, policymakers and investors can ensure tourism not only powers economies but also promotes equity, protects the planet and supports long-term prosperity.

"The recovery of the tourism sector is not merely about rekindling economic activity; it is about transforming the way investment in tourism is approached – ensuring it fosters sustainability, inclusivity and resilience." Rebeca Grynspan, Secretary-General of UN Trade and Development

"Tourism stands out not only as a vital economic engine, but also as an instrument for fostering mutual understanding among cultures and enhancing global cooperation. By implementing these Guiding Principles, we can foster a global tourism sector that is not only profitable but also sustainable and transformative." Zurab Pololikashvili, Secretary-General of UN Tourism

Download publication