UN Tourism recently hosted two official forums at the ongoing Expo 2025 in Osaka, Japan, uniting public and private sector leaders to focus on key priorities for global tourism.
UN Tourism director of innovation, education, and investment Antonio López De Ávila expressed pride in being able to show that tourism is more than a sector, but more of a catalyst for sustainable development, social inclusion, and tech advancement.
López De Ávila said: “At UN Tourism, we are placing women’s talent at the heart of this journey, supporting the creativity, leadership, and resilience of women across the globe. We also prioritize investments. We work to ensure every dollar invested contributes to a greener, fairer, and more resilient future.”
Celebrating the work of women in tourism
The Celebrating Female Founders Forum held on Monday, 28th April, was dedicated to highlighting female-led innovation, promoting inclusion in tourism technology, and emphasizing the importance of mentorship networks.
The event made clear the critical role women play in the tech startup ecosystem, exploring strategies for overcoming challenges and leveraging opportunities to create a more inclusive and diverse tech industry.
The programme featured opening remarks from representatives of the United Nations at Expo 2025, the Japan Tourism Agency, and UN Tourism.
A key panel gathered senior female executives from leading travel groups, digital tourism platforms, and international hospitality companies.
The discussion explored how innovation, inclusion, and strategic leadership are transforming the tourism sector, with a particular focus on advancing diversity, equity, and market access.
In a vibrant pitching round, female founders from Japan (ByFood), Korea (NomadHer), the United Arab Emirates (Xenios Academy), SAR, China (Shake to Win), and the United States (Greether) presented forward-looking business models, showcasing how women are connecting technology with sustainable growth and social impact.
Investing the in future of global tourism
Between 2019 and 2024, the Asia-Pacific region attracted a total of 442 foreign direct investment (FDI) projects in the tourism sector, with an estimated capital expenditure of US$37.55 billion.
These investments resulted in over 77,000 direct jobs and involved 274 companies across various destinations.
Japan accounted for 33 FDI projects, totalling an investment of US$2.57 billion.
Recognizing this potential, UN Tourism hosted the Global Tourism Investment Forum: Co-creating Culture for the Future on Tuesday, 29th April.
The forum emphasized on key investment trends and strategies for sustainable, community-centred tourism growth.
Along with a fireside chat moderated by Nikkei Inc, platforming local voices such as Kiraku Inc or a community led initiative from Vanuatu, a high-level dialogue emphasized the role of investment as a driver of sustainable and inclusive growth.
The discussions benefitted from the participation of private sector leaders, including executives from JTB, Kansai Airports, Plug and Play Japan, Hyatt, Destination Capital and Dossen, and guided by Travel Voice Japan.
As the Forum came to a close, participants were reminded that tourism investment goes beyond infrastructure and capital: it is fundamentally about people, culture, and long-term impact.
From heritage-led models to innovation-driven partnerships, the sessions demonstrated that shaping the future of tourism demands vision, collaboration, and a shared commitment to inclusive and sustainable development.
