San Salvador, El Salvador — 27 September 2026

UN Tourism marked World Tourism Day 2026 on 27 September in San Salvador, El Salvador, bringing together tourism leaders, government representatives and technology experts to explore how digital transformation and artificial intelligence (AI) can reshape the global tourism sector.

Held at the Hilton San Salvador, the official celebration centred on the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” highlighting the potential of emerging technologies to improve tourism services, strengthen destinations and support a more inclusive and sustainable industry. https://www.untourism.int/events/wtd26-digital-agenda-and-artificial-intelligence-to-redesign-tourism

The programme opened with remarks by El Salvador’s Minister of Tourism, Morena Valdez Vigil, and UN Tourism Secretary-General Shaikha Al Nuwais, alongside a video address by the country’s Vice-President, Felix Ulloa.

Discussions explored the human impact of digital transformation, including the role of AI in tourism education and skills development, destination promotion and the creation of new opportunities for local communities. A live demonstration showcased how AI can be used to promote destinations, while further sessions examined the influence of digital storytelling and content creators on travellers’ choices.

The programme also featured the announcement of the winner of the World Tourism Day Innovation Challenge, followed by a handover ceremony marking Cabo Verde as the host of World Tourism Day 2027. Delegates later visited tourism attractions in El Salvador’s Surf City area, including the La Libertad Port Tourism Complex and El Tunco Beach. https://www.untourism.int/events/wtd26-digital-agenda-and-artificial-intelligence-to-redesign-tourism

Cabo Verde to Host World Tourism Day 2027

Cabo Verde, an island nation off the west coast of Africa, will host the official celebrations of World Tourism Day on 27 September 2027. The event will focus on the theme “Transforming Tourism Through Education,” highlighting the role of education, skills development and knowledge-sharing in building a more inclusive, sustainable and innovative tourism sector. The theme will also emphasise empowering local communities, creating employment opportunities and promoting cultural exchange through tourism.