For the past 40 years, World Tourism Day has highlighted the power of tourism to touch on almost every part of our societies. Right now, this message is more important than ever.

The theme of World Tourism Day 2020 - Tourism and Rural Development - is particularly relevant as we face up to an unprecedented crisis.

Tourism has proven to be a lifeline for many rural communities. However, its true force still needs to be fully deployed. The sector is not just a leading source of employment, particularly for women and youth. It also provides opportunities for territorial cohesion and socio-economic inclusion for the most vulnerable regions.