UN Tourism took centre stage at Expo 2025 Japan, leading two major global forums that spotlighted innovation, education, and women’s empowerment as catalysts for a more inclusive and sustainable tourism sector.

Set against the vibrant backdrop of Osaka’s Expo 2025 — expected to draw 28 million visitors from over 150 countries — UN Tourism reinforced its commitment to advancing the 2030 Agenda for Sustainable Development through bold, people-centred approaches.

Championing Women in Tourism Tech

On April 28, the “Celebrating Female Founders Forum” showcased the transformative role of women in the tourism startup ecosystem. The event featured powerful insights from senior female leaders in travel, hospitality, and tech, with a strong emphasis on mentorship, leadership, and innovation. Entrepreneurs from Japan, Korea, UAE, China, and the U.S. presented breakthrough business models linking technology with social impact and sustainable growth.

“Tourism is more than a sector—it is a catalyst for social inclusion, tech advancement, and sustainable development,” said Antonio López De Ávila, UN Tourism Director of Innovation, Education and Investment. “We are proud to place women’s talent at the heart of this transformation.”

Investing in the Future of Tourism

On April 29, the “Global Tourism Investment Forum – Co-creating Culture for the Future” brought together global and regional investors to explore sustainable tourism investment opportunities across Asia-Pacific. The region recorded 442 FDI projects between 2019 and 2024, valued at USD 37.55 billion and creating over 77,000 jobs.

Japan alone attracted 33 tourism-related FDI projects, amounting to USD 2.57 billion. Industry leaders from JTB, Kansai Airports, Hyatt, Plug and Play Japan, and others engaged in high-level discussions on inclusive investment strategies rooted in culture, community, and long-term resilience.

As the Expo forums concluded, participants echoed a shared belief: shaping the future of tourism means investing not just in infrastructure, but in people, partnerships, and purpose-driven innovation.

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