Georgia will be in focus for the World Tourism Day, the first in the six years reign of the Secretary General of the UN Tourism, Zurab Pololikashvili, as the country prepares to host the global celebration of this year’s World Tourism Day (WTD), which is billed to hold on September 27.

Pololiskashvili, a former Georgian ambassador to Spain, became the Secretary General of UN Tourism in 2018. The hosting of the WTD 2024 in Tbilisi would be the first major global celebration that Pololiskashvili will be attracting to his country since he assumed office as the number one global administrator of tourism.

World Tourism Day has been celebrated yearly since when it was first held on September 27, 1980. The date marks the anniversary of the adoption of the Statutes of the organisation in 1970, paving the way for the establishment of the body, which transformed to United Nations World Tourism Organisation (UNWTO) and earlier this year became known as UN Tourism.

Last year’s celebration was held in Riyadh, Kingdom of Saudi Arabia, with the theme; Tourism and Green Investment, highlighting the need for more and better-targeted investments for people, for planet and for prosperity. Noting that it is the time for new and innovative solutions, not just traditional investments that promote and underpin economic growth and productivity.

This year’s theme is; Tourism and Peace, with UN Tourism stating, ‘‘the pursuit of peace is a continuing endeavour, and progress through tourism is more relevant than ever. Tourism can play a vital role as a catalyst for fostering peace and understanding between nations and cultures and in supporting reconciliation processes.

‘‘Moreover, tourism is clearly linked to the building blocks of peace- such as social justice, human rights, economic equity, sustainable development, and broad-based democracy with the capability of non-violent conflict resolution. Tourism’s biggest strength, besides being an economic powerhouse, brings people together in non-adversarial circumstances.’’

It further noted, ‘‘Tourism has the potential to contribute to peace in many ways and thus needs to be appropriately explored and assessed. Tourism as an instrument for peace needs to be peace-sensitive and needs to be understood from both– the suppliers and consumers’ side – not as an isolated peace strategy, but as part of social transformation towards a culture of peace.

‘‘A peace-sensitive tourism is aware of the economic and social forces and thus social responsibility. It aims to contribute within the limits of the opportunities but aware of the power of alliances to the democratisation of society, of international relations and of the world system as such.

‘‘By investing in youth, providing education and training opportunities, and encouraging their active participation in the tourism sector, we can harness their potential to drive social change and promote peace. Young talent brings fresh perspectives, creativity, and energy that are essential for the continuous evolution of tourism as a force for good.

‘‘World Tourism Day 2024 aims to explore the intersection of tourism and peace building, highlighting how travel, cultural exchange and sustainable tourism practices can contribute to conflict resolution, reconciliation, and the promotion of peace worldwide.

‘‘By bringing together stakeholders from across sectors and disciplines, the conference aims to generate innovative ideas, strategies, and collaborations to harness the transformative power of tourism in building bridges, fostering dialogue and promoting peace and reconciliation.’’

A-three day programme has been devised for the Georgia gathering, which commences on Thursday September 26, with tours offered the Georgian National Tourism Administration, spanning wine, gastronomy and architecture tours.

The day’s offerings will conclude with a welcome cocktail at the ceremonial palace of Georgia.

Friday, September 27, which is the main day for the celebration, will see guests from across the world gather at the Paragraph Freedom Square, a luxury collection hotel, for the celebration.

Activities for the day begin with an opening ceremony and welcome remarks. Other activities include a keynote address on, Journey to harmony: Tourism as a catalyst for peace. This would be followed by a fireside chat on; Sustainable peace for a better future.

High-Level Ministerial Dialogue – Building Bridges Through Tourism – would also take the centre stage during the talk shop sessions. The day’s activities would conclude with a gala night.

Curtail would be drawn on the celebration, with a technical visit and social programme, at Chateau Mukhrani, on the third day, Saturday, September 28.