Professor Marina Novelli represents the World Committee on Tourism Ethics at the 72nd UN Tourism Commission for Europe
Marina Novelli, Professor of Marketing and Tourism at Nottingham University Business School, Director of the Sustainable Travel and Tourism Advanced Research (STTAR) Centre, and Chair of the World Committee on Tourism Ethics (WCTE) was invited to present at the 72nd UN Tourism (UNT) Commission for Europe (CEU), held in Malta on the 13 May 2026.
This marked the first time that the WCTE was invited to present its work, share its vision, and explore new opportunities for collaboration. The milestone was recognised by UN Tourism Secretary-General Shaikha Al Nuwais in her closing remarks, underlining the growing importance of ethics in global tourism governance.
The opportunity was supported by the UNT/WCTE Secretariat and UNT Regional Director for Europe, Cordula Wohlmuther. Their commitment to embedding ethics within tourism policy aligns closely with the mission of Nottingham University Business School’s Sustainable Travel and Tourism Advanced Research (STTAR) Centre.
Shaping the future of sustainable tourism
The UNT-CEU event was followed by a one-day conference on 14 May 2026, titled “Driving tourism towards the future we want: a dialogue on policies to balance growth, people and planet.” Professor Novelli contributed to a high-level panel, sharing insights on addressing overtourism, an area central to her research.
Participating in discussions such as these is a key part of her work. She said:
“It is a huge privilege to contribute to an agenda that will shape the future of sustainable tourism in Europe and beyond.”
She added:
“Challenging research ideas is essential for progress. These spaces provide an opportunity to test assumptions, refine arguments, and address the complexities shaping tourism today.”
From research to global impact
The STTAR Centre continues to play a vital role in translating research into practice and engaging in impactful collaborations. Professor Novelli’s participation reflects the Centre’s commitment to influencing global policy and advancing responsible tourism practices.
A key takeaway from the event was the significance of UN Tourism’s preparatory work for the 2027 International Year of Sustainable and Resilient Tourism, which will help shape the post-2030 Sustainable Development Agenda.
Dr Dirk Glaesser, Director of Sustainable Tourism and Resilience at UN Tourism, highlighted the challenges ahead and the importance of ensuring ethics, responsibility, and long-term sustainability remain central to global tourism development.
Professor Novelli also reflected on the experience, saying:
It is essential for the tourism sector to remain open, collaborative, and ethically grounded. The challenges ahead are significant, but so is our collective capacity to respond with wisdom, creativity, and purpose. It is a privilege to contribute to shaping the framework that will guide tourism beyond 2030.
Continuing the journey
This engagement marks another step forward for the STTAR Centre, reinforcing its role in global discussions on sustainable tourism. Under Professor Novelli’s leadership, the Centre continues to focus on advancing research, collaboration, and policy influence in this area.
Further information
- Watch the (Professor Novelli’s contribution begins at 1:57:51).
- Learn more about the .
- Find out more about STTAR Centre at Nottingham University Business School.
Posted on Wednesday 20th May 2026