Preliminary Programme
Friday, 26 September 2025 | |
| 19:00- 21:00 | Welcome Reception hosted by the state of Melaka, Malaysia* Venue: Encore, Melaka |
* (by invitation only)
Saturday, 27 September 2025 | World Tourism Day: Tourism and Sustainable Transformation (Venue: Level 13, Grand Ballroom DoubleTree by Hilton, Melaka) | |
| 11:00 - 11:15 | Welcome Remarks:
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| 11:15 - 11:30 | Opening Remarks:
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| 11:30 – 12:00 | Officiating Remarks:
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| 12:00 – 12:10 | Photo Session |
| 12:10 - 13:30 | Lunch |
| 13:30 - 13:40 | Keynote 1: From Social Innovation and Education to Sustainable Investment: Transforming Tourism from the ground up
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| 13:40 - 14:15 | Panel Discussion: "People-Centered Tourism: Unlocking opportunities through education, innovation and investments" Moderator: Ms. Natalia Bayona, Executive Director, UN Tourism This panel will examine how investing in human capital, especially youth and women, can create a more resilient, equitable, and future ready tourism ecosystem by highlighting successful models and forward-thinking policies. Panellists will address how targeted investments can scale up their impact, fostering entrepreneurship, digitalization, and long-term sustainability across destinations. |
| 14:15 - 14:45 | Coffee Break |
| 14:45 -14:55 | Keynote 2: Transformative Pathways for Building Resilience in Sustainable Tourism
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| 14:55 - 15:30 | Panel Discussion: Pathways to Resilience: Strategic Routes to Sustainable Tourism Moderator: Dirk Glaesser, Director, Sustainable Development of Tourism |
| 15:30 - 15:40 | WTD Handover Ceremony |
| 15:40 - 16:00 | Closing Ceremony |
| 19:00 - 21:00 | Visit Malaysia 2026 Dinner Co-hosted by Tourism Malaysia & the state of Melaka* |
* (by invitation only)
World Tourism Conference
28-29 September, 2025 | Melaka, Malaysia
In the wake of the global recovery from the COVID-19 pandemic, UN Tourism’s call to “Rethink Tourism – From Crisis to Transformation” set the stage for a fundamental paradigm shift. As of 2024, international tourism rebounded impressively with 1.4 billion arrivals globally—an increase of 115% from 2023. The Asia-Pacific region saw strong momentum, reaching 87% of pre-pandemic numbers.
