Observed since 1980, WTD exists to make the world see the worth of tourism, impact on social cohesion, job creation and economy.
As of 2025, tourism and travel industry contributed a record $USD11.6 trillion to the global economy, accounting for 9.8 percent of the world economy, according to the World Travel and Tourism Council.
The industry also supported 366 million jobs worldwide, which equals about one in every ten jobs globally, while being projected to contribute $USD12 trillion in 2026 and $USD16 trillion by 2034.
With the above going for tourism, its impact is being widely felt across the world today and also top among the reasons for the annual commemoration of the tourism industry every September.
Meanwhile, the 2026 edition will be officially celebrated by the UN Tourism in San Salvador, El Salvador on the theme, ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’.
In Nigeria, there are many events to mark the day across the country. Skal International Nigeria is storming Badagry for the celebration, the Federation of Tourism Associations of Nigeria (FTAN), umbrella body of private sector tourism, the Nigeria Association of Tour Operators (NATOP), Nigeria Tourism Development Authority (NTDA), and some states are organising events to mark the 2026 World Tourism Day.
Meanwhile, this year’s theme explores how AI and digital tools can improve travel experiences, support local communities, and create a smarter, more sustainable global tourism sector.
Many industry stakeholders also think that the theme is very relevant considering how technology is changing the global tourism landscape.
Speaking on the relevance, Martin Bredenoord, general manager, Sheraton Lagos Hotel, noted that technology is already changing how people discover destinations, plan trips, make reservations and interact with hospitality businesses.
‘In hospitality, technology can help us understand guest preferences better, personalize communication, make operations more efficient, and provide guests with faster access to information,’ he said.
Emmanuel Ele, CEO, Six Regions Hotels, noted that at most hotels today, digitalisation is taken seriously as it is part of the guest’s journey.
From digital booking and communication platforms to improving guest experience and data-driven marketing, technology increasingly supports how hotels connect with their guests before, during, and after their stay.
But Bredenoord insisted that there is an important balance hotels need to maintain, as he strongly believes that technology should enhance hospitality, and not remove its humanity.
‘Hospitality is ultimately about people. A guest may appreciate the convenience of technology, but they also want to feel welcomed, understood, and cared for,’ the general manager noted.
However, most stakeholders are projecting that hotels that would survive business uncertainties and be successful in the future will be the ones that adapt to the use of the latest technology.
But no matter how relevant technology is now and would be in the future, Ele noted that it will not take away the human connection that makes hospitality special.