World Tourism Day – 27 September 2026

𝘞𝘳𝘪𝘵𝘵𝘦𝘯 𝘣𝘺: 𝘙𝘵𝘳. 𝘊𝘩𝘢𝘮𝘰𝘥𝘢 𝘉𝘩𝘢𝘴𝘩𝘪𝘯𝘪

2026 Theme: “Digital Agenda and Artificial Intelligence to Redesign Tourism”

Imagine standing before an ancient monument, walking through a village where traditions have been passed down for generations, tasting a dish prepared according to a family recipe, or simply having a conversation with someone whose language and culture are different from your own.

These moments remind us that tourism is not simply about travelling to places. It is about connecting with people.

More Than a Journey

Tourism has the unique ability to bring people together.

When we travel, we encounter cultures, traditions, languages, religions, cuisines, art and ways of life that may be different from our own. These experiences can broaden our understanding of the world and encourage respect for diversity.

A journey can therefore become much more than a collection of photographs and memories. It can become an opportunity to learn from one another, appreciate differences and discover the values we share as human beings.

In a world where communities can sometimes become divided by borders and differences, tourism can serve as a bridge.

The Story Behind World Tourism Day

World Tourism Day was established by the United Nations World Tourism Organization (UNWTO), now known as UN Tourism.

The date 27 September was chosen because it marks the anniversary of the adoption of the organization’s statutes in 1970. The first World Tourism Day was celebrated in 1980.

Since then, the day has become an important global platform for discussing the opportunities and challenges associated with tourism.

Each year, World Tourism Day focuses attention on a particular theme, encouraging governments, organizations, communities and individuals to think about how tourism can contribute to a better future.

Tourism as a Force for Good

Tourism can have a powerful impact on communities.

From hotels and restaurants to transport services, local guides, artisans, farmers and small businesses, countless people depend directly or indirectly on tourism.

When visitors choose locally owned businesses, purchase locally produced goods and engage with local communities respectfully, tourism can help create livelihoods and strengthen local economies.

But the true value of tourism goes beyond financial benefits.

Tourism can also help preserve heritage, traditions, languages, crafts and cultural practices by creating opportunities for communities to share and protect them.

The Future of Tourism Must Be Sustainable

Beautiful destinations are not unlimited resources.

Beaches can become polluted. Forests can be damaged. Wildlife can be disturbed. Historical sites can deteriorate. Local communities can be negatively affected by irresponsible tourism.

This is why the future of tourism must be built around sustainability.

Sustainable tourism means enjoying destinations while also protecting them.

Sri Lanka: A Small Island with a World of Experiences

Sri Lanka offers a remarkable example of the diversity that tourism can showcase.

Within a relatively small island, visitors can experience golden beaches, misty mountains, ancient kingdoms, historic fortifications, wildlife rich national parks, traditional cuisine and vibrant cultural celebrations.

From the ancient city of Sigiriya to the historic Galle Fort, from the wildlife of Yala to the beaches of the southern coast, Sri Lanka’s natural and cultural heritage provides countless opportunities for meaningful travel.

But these treasures also come with responsibility.

Protecting Sri Lanka’s environment, wildlife, historical sites and cultural traditions is not only the responsibility of the tourism industry. It is a shared responsibility of every citizen and every visitor.

Tourism and International Understanding

One of the most beautiful aspects of travelling is discovering that the world is diverse, yet people everywhere share many of the same hopes.

We all value family. We all want safe communities. We all appreciate kindness. We all hope for a better future.

Tourism gives people the opportunity to discover these common bonds.

A conversation between two travellers from different countries may seem small, but countless such interactions can gradually build greater understanding between communities.

When we travel with an open mind, we do not simply discover new places. We discover new perspectives.

What Can We Do?

Promoting responsible tourism does not require grand actions. Small choices can create meaningful change.

As individuals:

• Choose locally owned businesses whenever possible.

• Respect local customs and traditions.

• Avoid littering and reduce single use plastics.

• Protect wildlife and natural environments.

• Treat cultural and religious sites with respect.

• Learn about the destination before visiting.

As communities:

• Preserve local traditions and cultural heritage.

• Encourage responsible tourism initiatives.

• Create opportunities for local entrepreneurs.

• Protect natural resources.

• Welcome visitors while maintaining the identity of the community.

As organizations and service clubs:

Organizations can support tourism through community projects, environmental campaigns, heritage preservation, awareness programmes and initiatives that empower local communities.

This is where Rotary’s spirit of Service Above Self can make a meaningful difference.

DID YOU KNOW?

• Tourism connects the world: Tourism brings together people from different countries, cultures and backgrounds.

• Tourism supports communities: Millions of people around the world depend directly or indirectly on tourism related activities for their livelihoods.

• Tourism can protect heritage: When cultural heritage becomes an important part of responsible tourism, communities gain additional reasons and opportunities to preserve it.

• Responsible travel matters: The choices made by individual travellers can influence the environmental, cultural and economic impact of tourism.

A New Way to Think About Travel

Perhaps it is time to change the question we ask when we travel.

Instead of asking:

“What can I take from this destination?”

we can ask:

“What can I give back?”

We can give respect to local cultures.

We can support local communities.

We can protect nature.

We can share accurate information.

We can encourage others to travel responsibly.

And most importantly, we can return home with greater understanding of the world around us.

A Journey Towards a Better World

World Tourism Day is not simply a celebration of holidays, destinations and travel.

It is a reminder of the power of human connection.

Every journey has the potential to create an economic opportunity, preserve a tradition, support a family, protect a natural environment or change the way someone sees the world.

As young people, community members, travellers and global citizens, we have the opportunity to shape the future of tourism.

Let us choose to travel with curiosity, serve with compassion and explore with responsibility.

Because the best journeys do not only take us somewhere new.

They help us become someone who understands the world a little better.

This World Tourism Day, Let Us…

Travel to discover.

Connect to understand.

Respect to appreciate.

Serve to empower.

Preserve for future generations.

Happy World Tourism Day!

27 September

Let every journey leave a positive footprint.

Graphic Designed by: Rtr. Nethmi Tharushika