International tourism recorded 690 million travellers so far in 2026, three million more than during the corresponding period last year, according to figures presented by UN Tourism at the 12th Global Tourism Economy Forum (GTEF) in Macao.
Speaking at the forum’s opening on October 16 at MGM COTAI, UN Tourism secretary-general Shaikha Al Nuwais highlighted the sector’s growth despite geopolitical uncertainty, while calling for greater attention to workforce development and the benefits tourism brings to destinations and communities.
The forum brought together tourism leaders, policymakers and industry representatives to examine resilience, sustainable growth and changing traveller expectations under the theme Crisis · Resilience · Evolution — Building a Tourism Economy for a Shared Future.
Discussions addressed tourism’s response to economic uncertainty, transport connectivity, technology, cultural integration and environmental sustainability.
WTTC president and CEO Gloria Guevara highlighted China’s contribution to international tourism growth, citing visa exemptions and improved transport connections as factors supporting travel demand.
Other speakers addressed the need to integrate tourism with other economic sectors, strengthen local community participation and develop tourism products that respond to changing consumer preferences.
Spain participated as the forum’s Partner Country, while Hainan was the Featured Province, with representatives discussing opportunities for tourism cooperation.
The event was organised by the Secretariat for Economy and Finance of the Macao SAR Government in collaboration with UN Tourism, with WTTC as a collaborating organisation and the Macao Government Tourism Office and China Chamber of Tourism as co-organisers.
Shaikha Al Nuwais, secretary-general of UN Tourism, said: “With the geopolitical situation and with everything happening in the Middle East, this number is very promising, and this tells us that the tourism sector has tremendous potential. But success is not only about how many people travel. It’s about what their journeys create for destinations and for communities.
“As tourism evolves and travellers’ expectations rise, we must equip our workforce with the skills, professionalism, and service mindset to deliver the quality today’s traveller’s demand.”
Source: www.ttgasia.com
