The United Nations World Tourism Organization (UNWTO) has undergone a strategic rebranding, emerging as UN Tourism, in a significant development that marks a new chapter in global tourism. Concurrently, the organisation has announced the appointment of Mohamed Ali Janah as its Special Advisor.

The announcement was made at an official ceremony at the UN Tourism headquarters in Madrid, Spain. Janah, a distinguished figure in the Maldivian construction industry and chairman of Hotels and Resort Construction (HRC), expressed his gratitude for the appointment on the social media platform X (formerly known as Twitter).

“I will do my best for the organisation and its important work globally, and as well as for my beautiful country the Maldives!” he said.

Janah’s extensive experience spans over three decades in the hotel and resort construction sector. His portfolio includes the successful development of 52 tourist resort projects, encompassing globally recognised brands such as Soneva, Four Seasons, and Shangri-La.

The transition from UNWTO to UN Tourism is a strategic move that underscores the organisation’s commitment to its role as the United Nations’ specialised agency for tourism. The rebranding also positions UN Tourism as the global leader in driving social and economic change through tourism, the organisation said in a statement.

In line with its rebranding, UN Tourism has crafted a new brand narrative that aligns with its central mission and priorities. This narrative underscores the UN’s role as a global altruistic organisation, the importance of connecting people worldwide, and the concept of proactivity and movement, it said.

UN Tourism, headquartered in Madrid, Spain, operates regional offices in Nara, Japan, and Riyadh, Saudi Arabia. The organisation plans to expand its presence with new regional offices in Rio de Janeiro, Brazil, and Morocco.

With 160 member states and numerous private sector affiliates, UN Tourism is dedicated to promoting tourism for sustainable development, in alignment with the UN’s 2030 Agenda for Sustainable Development and its 17 Global Goals.