UNWTO appoints Eliza Jean Reid as Special Ambassador for SDG

Eliza Jean Reid, the First Lady of Iceland has been nominated as the Special Ambassador for Tourism and the Sustainable Development Goals (SDGs). The appointment took place at the second UNWTO/UNESCO World Conference on Tourism and Culture, in Muscat, Sultanate of Oman held in December.

Taleb Rifai, Secretary-General, UNWTO, cited, “By becoming a Special Ambassador on Tourism and SDGs the First Lady who personify Iceland’s wholehearted commitment to sustainable tourism development will surely provide an invaluable support to our efforts to make tourism more sustainable and increase our contribution to all 17 SDGs.”

Accepting the honour, Reid underlined the relevance of sustainable tourism as a means to build peace and social cohesion. “With my strong belief in the power of sustainable tourism to help reduce inequality and increase tolerance, it is a tremendous honour for me to have been asked to be a Special Ambassador for Tourism and the Sustainable Development Goals.

She added, “A strong, positive correlation exists between tourism and peace. Tourism represents a vital force for peace and a factor of friendship and understanding among the peoples of the world, because of the direct contacts it engenders between people of different cultures and lifestyles.”

UNWTO launched the Special Ambassadors for Tourism and the SDGs programme as a legacy of the International Year of Sustainable Tourism for Development 2017. The programme aims at advocating for the contribution of sustainable tourism to the 17 SDGs and encouraging the full integration of tourism and the SDGs in national, regional and global agendas.