UNWTO partners with MUST Travel & Tech to support tourism sector 

Already operating in 60 countries, MUST aggregates information of interest to travellers in one app

The World Tourism Organization (UNWTO) has partnered with MUST Travel & Tech on a digital solution aimed at revitalising the tourism sector by inviting users to share their experiences and promote a thirst for travel. By integrating key information and analysis from UNWTO, it aims to become a leading tourism application and generate opportunities for new and emerging destinations.

What sets this media-sharing tool apart from others is the contribution of tourism intelligence from the UNWTO to its users. This means that relevant and verified content is combined with data, allowing users to make informed and evidence-based decisions about their own travels.

Speaking about the agreement, UNWTO Secretary-General Zurab Pololikashvili said: “We welcome innovative ideas and technologies that allow the creation of global and regional innovation eco-systems aimed at accelerating the recovery of tourism for development.”


MUST CEO Pablo López added: “Technology enhances the productivity and resilience of companies. The implementation of digital solutions in line with new trends in the tourism sector allows us to develop a differentiated, personalised and safe tourism product that is more focused on behaviour patterns and the management of spaces that will undoubtedly contribute to the recovery of a key activity for the economy in general.”

The agreement between UNWTO and MUST will be in place until the end of 2024 and will encourage the creation of quality content with a focus on the cultural heritage of destinations while promoting travel programmes related to innovation, education and investments that benefit tourism.

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