Digital Agenda and Artificial Intelligence to Redesign Tourism

World Tourism Day 2026

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Tourism has always evolved through innovation, and Artificial Intelligence is set to become its next major transformation. World Tourism Day 2026 will explore how AI can help create smarter, more inclusive and sustainable tourism by enhancing decision-making, strengthening skills, and improving the way destinations are experienced and managed.

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World Tourism Day 2026 in El Salvador - YouTube

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World Tourism Day 2026 in El Salvador UN Tourism

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Mensaje Ministra Día Mundial del Turismo 2026 - YouTube

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Official Messages

António Guterres

United Nations | The Secretary-General

World Tourism Day celebrates the many ways tourism connects cultures and enriches lives.

This year, it also asks what kind of future we want for tourism. The theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” reflects one of the defining transformations of our time.

AI is changing how travellers choose destinations, how the industry operates, and how travel experiences are designed. It can strengthen small businesses, improve services and create new opportunities. Yet left unchecked, it can funnel tourists to the same few places and platforms, leaving many worthwhile destinations behind.

Technology must serve humanity. Tourism workers, local communities and emerging destinations must help shape what comes next. This requires investing in digital skills, widening access to technology, and ensuring innovation benefits the people and places that make tourism possible.

Let us build a digital future for tourism that is open, inclusive and human – and harness these new tools to drive sustainable development for all.

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Morena Ileana Valdez Vigil

Minister of Tourism of El Salvador

Hello! I am Morena Valdez, Minister of Tourism of El Salvador. I want to tell you that here in El Salvador—the first country to receive the UN Tourism Family Friendly Seal—we are already waiting for you to celebrate World Tourism Day on 26 and 27 September.

We will welcome you in Surf City, El Salvador, host of international championships and a hub of tourism development, thanks to its world-class waves. We will also tour our beloved renovated historic centre, and we invite you to enjoy our Salvadoran cuisine, experience our traditions and culture, and above all, feel the warmth of our people.

This year, the theme focuses on the digital agenda and artificial intelligence to redesign tourism. We want to drive technological innovation, AI and digital transformation to achieve a more inclusive and modern tourism sector.

Pack your bags, because here in El Salvador we are already getting ready to receive you—to come together once again and continue working for a stronger, more sustainable global tourism sector.

Welcome to El Salvador!

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