Charting a New Course: UN Tourism Unveils Rebranded Identity for “Bringing the world closer”

In a monumental move towards greater accessibility and relevance, the World Tourism Organization (UNWTO) has unveiled its transformative rebranding as UN Tourism. This strategic shift, underpinned by a dynamic new visual identity and brand narrative, heralds a pivotal moment for the global tourism sector.

Collaborating with Interbrand, a renowned global branding agency, UN Tourism embarked on a journey to reimagine its role as the United Nations specialized agency for tourism. Embracing a more approachable stance, the transition from UNWTO to UN Tourism signifies a departure from acronyms in favor of a simpler, more relatable concept.

At the heart of this rebranding lies a profound commitment to fostering social and economic change while prioritizing the well-being of both people and the planet. Through its renewed vision, UN Tourism aims to connect individuals across the globe, driving proactive initiatives that propel the tourism sector towards a more sustainable and inclusive future.

Secretary-General Zurab Pololikashvili underscores the organization's pivotal role as a catalyst for prosperity on a universal scale. By promoting quality education, supporting job creation, and accelerating climate action and sustainability, UN Tourism endeavors to shape tourism as a force for positive transformation.

The rebranding extends beyond mere words, encompassing a reinvented visual discourse that embodies the organization's ethos. The new design language, symbolized by a human figure within a Pangea-inspired globe, reflects UN Tourism's emphasis on unity, dynamism, and people-centricity.

Moreover, the rebrand includes a comprehensive overhaul of the visual system, featuring a grid of geographical coordinates to enhance brand navigation across various touchpoints. From digital channels to physical spaces, the implementation of the new brand identity promises a seamless and immersive experience for stakeholders

Published on: February 2024