World Tourism Day 2025, celebrated on September 27, will spotlight the theme “Tourism and Sustainable Transformation,” emphasising the sector’s evolving role in addressing global challenges through innovation and responsible practices. Hosted in Malaysia, the event will bring together international tourism leaders, policymakers, and stakeholders to discuss how tourism can drive meaningful change - supporting environmental stewardship, cultural preservation, and inclusive economic growth. The day serves as a global platform to reflect on tourism’s potential to contribute to a more sustainable and resilient future for communities worldwide.

The timing of World Tourism Day is particularly appropriate in that it comes at the end of the high season in the northern hemisphere and the beginning of the season in the southern hemisphere.