The Global Tourism Forum, started on October 20-21, 2025, in Brussels and stood out as a landmark gathering for international leaders, ministers, business innovators, and policymakers to shape the industry’s evolving future. This prestigious venue took place at the Royal Museum of Fine Arts of Belgium in Brussels. The event was expertly set up by Bulut Bağcı the President of the World Tourism Forum Institute. Furthermore, Laura Buckwell expertly guided the two-day event as moderator. Firstly, The Global Tourism Forum opened with the traditional ribbon-cutting ceremony led by distinguished guests such as: Shaikha Nasser Al Nowais (Secretary-General Elect UN Tourism) , Apostolos Tzitzikostas (European Commissioner for Sustainable Transport and Tourism), Didier Mazenga Mukanzu (Minister of Tourism of the Democratic Republic of Congo), Dr. Mohamed Waheed Hassan (Special Envoy of the Maldives), Kubanychbek Omuraliev (Secretary General, Organization of Turkic States), and Umid Shadiev (Chairman, Uzbekistan Tourism Committee). Bulut Bağcı’s inspiring welcoming speech set the stage for two dynamic days, celebrating unity and strategic growth in the global tourism sector.
Highlights Global Tourism Forum 2025
The future of Tourism trough the eyes of Shaikha Nasser Al Nowais
A pivotal point in the forum was the speech by Shaikha Al Nowais. Her keynote speech energized delegates by emphasizing the need for stronger representation and support for women in all tourism roles. She inspired the audience to foster inclusive networks and leadership pipelines. To conclude Shaikha Al Nowais adressed the audience that she will focus on 5 main pilars.
- Sustainability: Protecting the planet while keeping tourism accelerant of growth.
- Inclusivity: Giving opportunities to local communities such as women & youth.
- Smart Tourism: Using digital tools to make travel easier and better.
- Strong Foundations: Investing in safety healthcare and infrastructre.
- Partnership & Policy: Bringing member States as partners together to deliver impact.
She emphasized that these pillars form the foundation for a more resilient and equitable tourism sector. Urging leaders and stakeholders to embed them deeply into their strategies and everyday actions.
In the ending of the speech Shaikha Nasser Al Nowais stated: “Tourism has the power to build bridges between nations, create chances for communities, and protect our shared heritage. If we work together: governments, private sector, and communities, tourism can continue to be a force for peace, prosperity, and sustainability“.
This was followed by a high-level dialogue billed as a “Hotseat” between Shaikha Al Nowais and Hala Matar Choufany (President, HVS Middle East, Africa, and South Asia). The hotseat interview at the Global Tourism Forum initially centered on the theme of empowering women in tourism leadership. However, as the conversation progressed, it naturally shifted toward the personal journey of Shaikha Al Nowais. During this transition, Shaikha Al Nowais emphasized the fundamental importance of respect. She explained that respect is the core value she consistently brings to every discussion. This serves as the foundation for building trust and collaboration. Furthemore, she also shared that exercise is a vital, non-negotiable part of her daily routine. Describing it as the moment she clears her mind and prioritizes her well-being, which she regards as essential for effective leadership.
European Commissioner Apostolos Tzitzikostas: The First-Ever European Tourism Strategy
At the Global Tourism Forum 2025 in Brussels, Commissioner Apostolos Tzitzikostas delivered a powerful address celebrating the unity and strategic importance of the global tourism community. He highlighted Europe’s status as the world’s leading tourism destination, welcoming an impressive 758 million visitors in 2024, which accounted for 38% of global arrivals. The sector recorded remarkable achievements including 3 billion nights booked, supporting over 20 million jobs across 4.5 million businesses and generating €807 billion approximately 7% of the EU’s Gross Value Added. However, he acknowledged that recovery remains uneven, with Northern and Southern Europe experiencing record highs while parts of Central and Eastern Europe lag behind. In addition, commissioner Tzitzikostas announced the development of the first-ever European Tourism Strategy. This strategy aims at addressing challenges such as overtourism concentrated in summer months and among top destinations like Spain, France, Germany, and Italy. Central to this strategy is sustainability, which will influence all efforts to reduce emissions, protect cultural and natural heritage, and ensure balanced regional development. Emphasizing innovation, commissioner Apostolos Tzitzikostas showcased initiatives like CityMe. This is an AI-driven platform launched in Dublin that offers personalized virtual tours and enhancing the visitor experience and easing pressures on popular sites. To conclude, Apostolos Tzitzikostas stated that: “We must redefine tourism for a changing world. And since we cannot predict every change that lies ahead, we must build in diversity of offers, experiences, and destinations. Because diversity is one of the true keys to long-term sustainability.”
Balanced Tourism: Insights from Eleonora Orso and Patrick Bontinck
On the forum’s second day, Eleonora Orso (Eurocities) and Patrick Bontinck (Visit Brussels) both addressed the pressing challenge of fostering “balanced tourism” for Europe by 2050. European cities are rethinking tourism to ensure it benefits both visitors and local residents. He urged urban destinations to focus not just on increasing visitor numbers but on attracting the right kind of guests and building infrastructure that truly suits their needs. Bontinck emphasized that successful tourism management means developing long-term plans that harmonize with the city’s well-being, considering local residents and maintaining the social and cultural integrity of destinations. He advocated for collaboration between the public and private sectors so that tourism can support the local community, sustain economic growth, and preserve the authentic character of European cities.
Eleonora Orso, a policy officer at Eurocities, stressed that tourism should be part of broader urban strategies. She stressed that successful tourism management requires cities to consider transportation, housing, and business support in tandem with tourism strategies. Orso pointed out that there is no universal solution for European cities. Each city has its own unique needs and challenges. Her remarks encouraged tourism leaders to view destination management as part of a holistic urban strategy, ensuring that growth benefits both residents and visitors in the long term.
Both leaders highlighted the need for cooperation between public and private sectors to manage tourism growth wisely. Furthermore, promote eco-friendly practices, and ensure cities remain vibrant and welcoming for everyone. This approach aims to create balanced tourism that improves quality of life and ensures long-term success for European destinations.
Conclusion
The Global Tourism Forum 2025 was an important event that looked clearly toward the future of travel. The forum created a space for learning and building connections, giving everyone hope for a tourism industry that is both inclusive and sustainable. Attendees left feeling inspired and motivated. Knowing that by working together, the tourism sector can continue to support economic growth, celebrate cultural diversity, and promote understanding among people worldwide. This forum showed that with cooperation and innovation, tourism can thrive responsibly and benefit communities now and in the future.
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