Francisco Betti

Tourism is no longer just an economic contributor, it is a strategic force in shaping how nations are seen, how they prosper, and how they recover. From soft power and national branding to job creation, poverty reduction and investor confidence, tourism has the power to elevate entire societies and reposition countries on the global stage. As a driver of cross-cultural understanding and tolerance, it also builds bridges where politics cannot. In a world where perception drives investment, diplomacy, and opportunity: How can governments place tourism at the heart of national transformation?