World Tourism Day 2024 focuses on the theme of "Tourism and Peace." The aim is to highlight the connection between tourism and peacebuilding efforts. It seeks to demonstrate how travel, cultural exchange, and sustainable tourism practices can contribute to conflict resolution, reconciliation, and the promotion of peace globally. The Georgian word "Stumari," meaning "guest," reflects the hospitality of the country, which will host this year’s World Tourism Day in its capital, Tbilisi. Through the exchange of ideas among actors from various sectors and disciplines, the conference aims to develop innovative strategies and collaborations to harness tourism's transformative power for building bridges, fostering dialogue, and promoting peace and reconciliation.
World Tourism Day has been celebrated annually on 27 September since 1980. This date commemorates the adoption of the statutes of the organisation in 1970, which paved the way for the establishment of the World Tourism Organisation (UNWTO) five years later.