As tourism regains momentum following the worst economic downturn in its recent history, the sector is well aware of the importance of working together towards common objectives and staying abreast of the latest tourism trends and developments. World Travel Market (WTM) 2010 provides such a venue and will set the stage for the 4th annual United Nations World Tourism Organization (UNWTO) Ministers’ Summit, as well as the Silk Road Media Mart.

The 4th annual UNWTO Ministers’ Summit, held in partnership with the WTM, will convene ministers and leading tourism experts to determine the best course of action for the tourism sector in the current economic climate (November 9, 2010).

Under the theme, “Shaping a Strong Travel and Tourism Industry: Governance and business models for the future,” discussions at the high-level summit will center on raising the political and economic recognition of tourism; creating a more competitive business environment; stimulating innovation, investment, and sustainable growth; and addressing global challenges, particularly climate change and unemployment through public/private partnerships.

With over 75 tourism ministers already registered, the event promises to be decisive in positioning the tourism sector in the evolving post-crisis scenario. The summit will be moderated by CNN’s Richard Quest, an expert on business issues and one of the network’s highest profile presenters.

This year’s Ministers’ Summit will be followed for the first time by a press conference where the major outcomes of the meeting will be presented.

The first ever Silk Road Media Mart will also take place at WTM, offering an important networking opportunity between representatives from Silk Road countries and the general media (November 10, 2010). Representatives from across Central Asia, Europe, and the Middle East will have the chance to showcase their destinations along the Silk Road, while UNWTO will reveal upcoming media opportunities for Silk Road events in 2011.

UNWTO will be represented by its secretary-general, Taleb Rifai, and other senior officials, in further WTM activities including a debate on Sports Tourism and World Responsible Tourism Day, a unique global day of action supported by UNWTO. The event allows the tourism sector to demonstrate how it is meeting the growing demands of consumers for a more sustainable world, driving the responsible tourism agenda forward.