The World Tourism Organization (UNWTO) is entering a new era with a new name and brand: UN Tourism. This reaffirms its status as the United Nations specialized agency for tourism and the global leader of tourism for development, ensuring that people and the planet are always center stage. As society progresses, the tourism sector needs to transform to serve as a catalyst for prosperity at a universal scale. UN Tourism’s fundamental essence lies in enhancing individual well-being, safeguarding the natural environment, stimulating economic advancement, and fostering international harmony.