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In a significant rebranding initiative, the World Tourism Organization (UNWTO) has officially adopted a new name and identity: UN Tourism. This transformation, developed in partnership with global branding agency Interbrand, marks a bold step toward repositioning the organization as a forward-looking institution shaping the future of tourism worldwide.
The new visual identity reflects UN Tourism’s renewed mission—to guide the global tourism sector in becoming more sustainable, resilient, and inclusive. The rebrand aligns with the increasing relevance of travel and tourism as key drivers of cultural understanding, economic development, and environmental responsibility.
UN Tourism (formerly UNWTO) is a United Nations specialized agency responsible for promoting responsible, sustainable, and universally accessible tourism. It was originally established in 1975 and is headquartered in Madrid, Spain. The organization provides leadership and support to the international tourism sector, working closely with governments, industry stakeholders, and local communities.
At the heart of the new identity is a dynamic globe-like symbol, divided into fluid, interconnected segments. This modern icon is both abstract and metaphorical—visually evoking a globe, maps, roads, and networks—all of which symbolize movement, exploration, and human connection.
The emblem effectively communicates the values of connectivity, diversity, and global unity, making it highly relevant in the context of international tourism. Its rounded forms and intersecting lines convey a sense of flow and adaptability, essential traits for a sector constantly evolving in response to global challenges.
The new identity adopts a striking electric blue as its core color. This tone is bright, modern, and highly visible, evoking trust, professionalism, and forward-thinking leadership. Blue also connects strongly with the UN’s broader visual language, ensuring institutional coherence.
The accompanying typography is clean, geometric, and sans-serif, which complements the logo’s minimal and fluid structure. The text “UN Tourism” is set in a bold and legible font, reinforcing clarity and authority across all communication channels.
The shift from UNWTO to UN Tourism is a strategic move to increase brand clarity and accessibility. Acronyms can be confusing and alienating to the general public, while “UN Tourism” immediately communicates the organization’s core mission. It also aligns the agency more closely with other high-profile UN entities that have adopted simpler naming conventions for broader recognition.
This renaming and rebranding initiative enhances the organization’s visibility, especially in digital and media spaces, and makes it easier for governments, businesses, and travelers to engage with its work.
Interbrand’s work goes beyond a logo—it is a full brand ecosystem that scales across digital, print, and physical environments. The system is modular and flexible, enabling regional offices and partners to adapt the visual language while maintaining a consistent global brand identity.
Motion elements and animations have also been developed to reinforce the sense of flow and global movement. The new identity is optimized for modern platforms, including websites, social media, and mobile apps—key channels for promoting tourism worldwide.
The new logo and brand identity for UN Tourism successfully reflect the organization’s transformation into a more proactive, globally engaged institution. The design is clear, modern, and meaningful—aligning with the broader goals of the United Nations while celebrating the unique power of tourism to bring people together across cultures and continents.
By embracing a forward-looking brand, UN Tourism positions itself as a leader for the next era of travel—one that values sustainability, inclusiveness, and innovation.
The new UN Tourism logo is available in professional vector formats including SVG, PDF, AI, and as transparent PNG through logowik.com. These files are ideal for use in both web and print design projects and are offered for free.
