Unesco has thrown its weight behind 2017 as the year of sustainable tourism, taking centre stage at an event designed to highlight the role of tourism in sustainable development.

Francesco Bandarin, Unesco’s assistant director-general for culture, was on-hand for the launch, organised by the United Nations World Tourism Organization (UNWTO) in Madrid, Spain.

During the launch, Taleb Rifai, UNWTO secretary-general, highlighted the potential for international tourism to create positive change, prosperity and wellbeing for all, stating that “as our sector continues to grow, so does its responsibility to propel us into a future of sustainability, equity, inclusion and peace.”

Tourism has been identified as an area of major growth in many developing countries, according to Unesco.

“Cultural and natural heritage sites, intangible cultural heritage, performing arts and museums are among the many interests that engage tourists and thereby generate revenues, employment, investments and social benefits,” said Bandarin.

“Tourism represents around 30 per cent of service exports, and directly and indirectly contributes to around 10 per cent of global GDP,” he added.

Unesco has already shown its commitment to the cause, with its existing World Heritage and Sustainable Tourism Programme providing an international framework for cooperation and engagement on shared and sustainable outcomes related to tourism.

For the International Year of Sustainable Tourism for Development, Unesco and UNWTO will work together to draw wider attention to the potential of tourism to contribute to the 2030 Agenda for Sustainable Development, as well as address the challenges associated with it.

Through 2017 a number of joint initiatives will take place, including the World Conference on Tourism and Culture: Fostering Sustainable Development, in Muscat, Oman in December 2017.