World Tourism Day 2026: Italy and Vatican Push Tourism as Industry and AI Future
On 27 September 2026, the World Tourism Day will feature a public appeal by Italy’s tourism minister Gianmarco Mazzi, who will ask industry actors to state in three minutes why tourism is an industry. Mazzi said the appeal will be taken to offices across Italy and Europe, adding that “culture is a wheel of tourism” and noting that about 60 % of tourists to Italy arrive for cultural reasons.
The Vatican’s Dicastery for Evangelisation also issued a message for the same day, framing the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.” The message stresses that AI can make information more accessible, personalize experiences and reduce environmental impact, but it must not replace the human encounter at the heart of travel.
Both initiatives aim to reinforce tourism’s role as a key economic sector while promoting responsible, technology‑enhanced travel.