Tourism is evolving faster than ever before.

Once viewed primarily as a commercial sector, it is now becoming a strategic platform for diplomacy, sustainability, social justice, cultural exchange, and global cooperation. That shift was unmistakable at the Global Tourism Forum 2025 Annual Meeting in Brussels, where leaders from more than 100 countries gathered to shape the future of one of the world’s most influential ecosystems.

As the Founding Director of the Sustainability & Social Impact Division at the World Tourism Forum Institute (WTFI), and as the Ukrainian-born founder of Faces of Impact, Artem Shestakov contributed to this global dialogue with a clear mission:
to position tourism as a meaningful force for impact — not only for economies, but for people and the planet.

A New Era for Global Tourism

The conversations in Brussels reflected a profound shift in global priorities. Tourism is no longer just about destinations and hospitality — it is emerging as a driver of:

• international cooperation

• sustainability and climate action

• cultural diplomacy

• youth and women empowerment

• innovation in green aviation and mobility

• resilient infrastructure and data ethics

• media influence and narrative change

Across every panel and working group, one message was clear:

Tourism is central to solving the complex challenges of our era.

It is a connector of nations, cultures, and communities — and it has become one of the most powerful tools the world has to foster peace, resilience, and shared progress.

A Night of Excellence at the Royal Museums of Fine Arts of Belgium

The World Tourism Awards – Top 100 Gala was one of the most meaningful moments of the Forum. Hosted inside the iconic Royal Museums of Fine Arts of Belgium, the evening honored innovators advancing the future of travel and cultural diplomacy.

The gala celebrated:

• breakthroughs in sustainable travel

• excellence in aviation and destination development

• leaders shaping global tourism governance

• cultural diplomats building bridges between nations

Standing beneath historic 19th-century masterpieces, surrounded by leaders and changemakers, the event felt like a living dialogue between heritage and the future. Culture is not just an element of tourism — it is its soul.

Faces of Impact: Bringing Cultural Diplomacy Into Tourism’s Future

This year’s Forum also marked a defining moment for Faces of Impact.
Integrating FOI’s mission into the global tourism agenda enables the platform to tell the human stories shaping progress in:

• climate leadership

• social justice

• innovation and entrepreneurship

• youth empowerment

• cross-cultural dialogue

Cultural diplomacy, once confined to governments, is now becoming a practical tool for tourism to build trust and unity across borders. Through Faces of Impact, these stories are being amplified globally — turning recognition into action.

What Brussels 2025 Means for the Next Decade

The Global Tourism Forum confirmed a powerful truth:

Tourism is at a crossroads — and purpose must guide the path forward.

The decisions made today will determine:

• how we travel

• how we protect ecosystems

• how we empower the next generation

• how cities evolve and adapt

• how we use technology responsibly

• how we foster unity in a divided world

This was not just another international conference.
It was a global commitment to reimagining tourism in a way that centers people, planet, and shared prosperity.

Looking Ahead: Continuing the Mission

Leaving Brussels, one thing was clear: the work is just beginning.

As Founding Director of WTFI’s Sustainability & Social Impact Division — and through the global platform of Faces of Impact — the priorities are focused and ambitious:

• expand an international network of ambassadors

• build high-impact, cross-sector partnerships

• uplift youth, women, and underrepresented communities

• strengthen cultural diplomacy through storytelling

• position sustainability as the new standard of global tourism

The goal is not for the tourism sector to simply recover — but to transform.

Final Thoughts

Leadership in tourism today is defined not by title, but by purpose.

It is about using influence to promote values that matter:
Sustainability, unity, innovation, cultural dialogue, and human dignity.

As the industry navigates this defining moment, Faces of Impact and the World Tourism Forum Institute will continue working to ensure that tourism becomes a catalyst for global impact — and a pathway toward a more sustainable and inclusive world.