Hosting a major sporting event is an achievement. Turning it into a lasting legacy is a responsibility. 🇲🇽 At the 4th World Sports Tourism Congress in Mexico City, I was reminded of just how powerful sport can be in bringing people together and creating opportunities that last. With the excitement of the World Cup still fresh, our discussions focused on what matters most: turning major sporting events into lasting benefits for local communities. Sports tourism already accounts for around 10% of global tourism expenditure. But for me, its true value lies in the jobs it creates, the businesses it supports and the lives it improves. This is what we are working to advance at UN Tourism: ensuring that the impact of sport is felt long after the final whistle.

Meet Ishakwe! 🦍💚 It was such an honour to name a baby mountain gorilla during Rwanda’s 21st Kwita Izina Gorilla Naming Ceremony. More than a naming ceremony, Kwita Izina is a beautiful celebration of Rwanda’s commitment to wildlife conservation and a reminder of the important role tourism plays in protecting endangered species, preserving natural habitats and creating opportunities for local communities. 🌿

El Salvador, you were incredible! 🇸🇻 World Tourism Day 2026 was my first as UN Tourism Secretary-General, and I could not have wished for a more special experience. 💙 A special thank you to H.E. Gabriela de Bukele, First Lady of El Salvador, and Minister of Tourism H.E. Morena Valdez, for such a warm welcome. And to the wonderful children whose smiles captured everything we want tourism to stand for: hope, opportunity and a better future for all. We spoke about AI and the future of tourism, but above all, about ensuring that technology creates real opportunities for the people and communities at the heart of our sector.