The UNWTO has chosen ‘Tourism and Peace’ as this year's theme: ‘The search for peace is an ongoing endeavour and progress through tourism is more relevant than ever. Tourism can play a vital role as a catalyst in promoting peace, understanding between nations and cultures, and in supporting reconciliation processes.’ 

Since 1980, World Tourism Day has been celebrated annually on 27 September, as this was the day when the directives considered to be the most significant for global tourism came into force.