World Tourism Day 2026 marked on 27 September in El Salvador with AI theme

World Tourism Day 2026 will be officially celebrated on 27 September 2026 in El Salvador, and the theme for the day is "Digital Agenda and Artificial Intelligence to Redesign Tourism."

WTTC President and CEO Gloria Guevara says AI and digital identity are already redefining how the world travels, and the WTTC Global Summit will be held in Malta next month with more than 1,000 delegates from over 100 countries, including more than 200 CEOs, senior executives and government leaders. The United Nations World Tourism Organization established World Tourism Day in 1980, eTurboNews has covered the day since 27 September 2000, and its publisher Juergen Steinmetz notes the day falls under the shadow of wars, uncertainty, political madness and fear for millions, urging that it should not be viewed as belonging only to a single organization, tourism ministries or the public sector.