Throughout my career, I have had the privilege of serving in both the private and public sectors, gaining invaluable experience in technology, digitalization, and banking. This diverse background has shaped my perspective on the pivotal role that public-private partnerships (PPPs) play in accelerating global tourism and addressing the pressing challenges our sector faces.
Distinct Roles, Unified Goals
Governments and corporates serve two distinct but critical roles. It’s crucial to recognize the unique responsibilities of each entity in society. UN Tourism is not a private sector business. But it still needs the systems thinking, efficiency and rigor of a private sector business with measurement, accountability and transparency.
A lack of transparency within UN Tourism has undermined trust – a fundamental element for any organization’s effective functioning. Striking the right balance between innovation, efficiency, and ethical governance is the path forward. Organizations can and must be both highly effective and deeply humane. And there is no better medium for this than PPP’s.
PPPs are not merely beneficial; they are essential.
Restoring Trust and Harnessing Business for Global Good
Multilateral organizations like UN Tourism should not compete with businesses but rather harness their strength through strategic projects and frameworks that align with global sustainability and development goals.
Yet, the current structure of UN Tourism, particularly its Affiliate Members program – has been criticized as dysfunctional. Instead of fostering transformative collaborations, it has been reduced to a branding platform, lacking the strategic depth necessary to drive systemic change.
This status quo is a profound missed opportunity. It not only fails to harness business potential but also widens the gap between corporate sustainability promises and actionable progress towards the Sustainable Development Goals (SDGs) by 2030.
Leading Transformational Public-Private Partnerships
The private sector has been at the forefront of tourism’s evolution, driving innovation, making bold investments, and adapting swiftly. Yet, without strong, adaptive regulatory frameworks and strategic public oversight, fragmented solutions will continue to stall progress, and the SDGs will remain elusive.
This is why PPPs are imperative. They bridge the gap between public oversight and private-sector efficiency, aligning entrepreneurial energy with societal progress. The fusion of private-sector agility with public-sector vision is the only viable strategy to address tourism’s most urgent challenges.
A Vision for Bold, Transformational Change
My extensive private-sector experience uniquely positions me to redefine UN Tourism’s engagement with businesses, moving beyond rhetoric to action. My vision is clear: a global platform where businesses and governments co-create solutions that drive real, lasting impact.
To realize this vision, UN Tourism must learn from organizations that have successfully mobilized the private sector:
World Economic Forum (WEF): The WEF fosters dynamic, results-driven initiatives that engage private-sector leadership in shaping policy. A similar approach within UN Tourism could establish a “Global Tourism Leaders Network,” where businesses commit to transformative goals with clear accountability.
UN Development Programme (UNDP): The UNDP has pioneered successful PPPs through initiatives like the Business Call to Action (BCtA), aligning private-sector objectives with sustainable development. UN Tourism must adopt a similar ethos, ensuring partnerships drive measurable progress.
Gavi, the Global Alliance for Vaccines and Immunization: Gavi exemplifies PPP success by blending public funding with private-sector excellence. UN Tourism should consider launching a “Tourism Resilience Fund,” pooling public and private investments to protect and strengthen tourism ecosystems, especially in vulnerable regions.
The Path Forward: From Rhetoric to Real Impact
The next chapter of UN Tourism must be one where the power of business is harnessed for the global good, where partnerships are measured by their impact, and where inclusivity and sustainability are at the heart of every initiative.
This is not just a reform—it is a revolution. Our plan is ambitious, but it is achievable.
Now is the time for UN Tourism to step up, move beyond symbolic gestures, and lead a global movement that reshapes tourism as a force for resilience, inclusion, and sustainability.
Governments and businesses must rise to the occasion—because together, we have the power to create a tourism economy that is truly built for the future. There is no reason why organisations cannot become more effective and humane at the same time!
