La Agenda 2030 en la Organización Mundial del Turismo: comunicando sostenibilidad

Abstract

Tourism is an international asset that generates incomes that place it among the main economic activities of many countries. There is growing concern about the sustainability of tourism. The World Tourism Organization (UNWTO) is the international reference organization in charge of aligning this economic sector with the 2030 Agenda for Sustainable Development. This research has focused on showing how the UNWTO follows the 2030 Agenda in the design of its campaigns. Through the review of academic sources, UNWTO campaigns and the semi‐structured interview conducted with its communication director, the type of communication for social change that the institution carries out to promote sustainable tourism has been identified. The UNWTO has made a great effort to communicate the 2030 Agenda as its effective roadmap, despite not giving the task as concluded. The communication designed and implemented is a tool for sustainable development.