UNWTO strives to promote tourism development that supports, in equal measure, the conservation of biodiversity, the social welfare and the economic security of the host countries and communities.

The UN World Tourism Organization (UNWTO)—now increasingly known as "UN Tourism"—contributes to sustainable development by aligning the global tourism industry with the UN's 17 Sustainable Development Goals (SDGs). Specifically, they focus on Goal 8 (Decent Work and Economic Growth), Goal 12 (Responsible Consumption and Production), and Goal 14 (Life Below Water). They do this by providing governments with "green tourism" policy frameworks that prioritize local job creation over massive foreign-owned resorts. They also lead the "One Planet Sustainable Tourism Programme," which aims to reduce the use of single-use plastics and lower the carbon footprint of the aviation and hotel sectors. By promoting "community-based tourism," the UNWTO helps ensure that tourist dollars stay within indigenous and rural communities, providing an economic incentive to preserve natural landscapes and cultural heritage rather than exploiting them for short-term gain.