The World Tourism Organisation is launching a consumer-oriented campaign aimed at raising awareness of the value and contribution that sustainable tourism can make towards development.

The ‘Travel.Enjoy.Respect’ campaign wants to engage tourists in making the sector a catalyst for positive change.

The main message of the campaign is summarised by the UNWTO secretary general, Taleb Rifai: “Whenever you travel, wherever you travel, remember to: respect nature, respect culture, and respect your host.

“You can be the change you want to see in the world. You can be an ambassador for a better future. Travel, enjoy and respect.”

The message will reach consumers through campaign supporters including among others CNN International, the government of Andorra, the Madrid City Council, Iberia, the Spanish National Railways System, Minube, Cleverdis and Air Mauritius.