“Tourism opens minds” initiative launched in Riyadh to transform travel habits

Announced during the World Tourism Day celebrations in Riyadh, “Tourism Opens Minds” will showcase the powerful role that tourism plays in bridging cultures and promoting a more interconnected and harmonious world. To mark the launch, delegates gathered in Riyadh were presented with a special Pledge calling on them to actively work to promote new and under-appreciated destinations.

The ‘Tourism Opens Minds’ initiative extends a compelling invitation for travelers to broaden their horizons and explore the uncharted corners of our world. World Tourism Day 2023 was held as new data from UNWTO underscored the sector’s recovery from the impacts of the pandemic. At the same time, however, research suggests that only a minority of tourists intend to seek out new or different destinations as they start travelling again.

According the UNWTO World Tourism Barometer, global tourism is on track to recover  80% and 95% international arrival numbers by the end of 2023.

Notably, however, a recent YouGov survey found that 66% of tourists believe that travelling to a place that provides familiarity is important. Just under half of respondents feel uncomfortable travelling to places they know little about.

This is despite the fact that, of those that do travel to new destinations, 83% agree that they come back with a changed or broadened perspective.