The forum addressed investment trends and sustainable development strategies
Women-led innovation and sustainable investment took centre-stage as UN Tourism convened two official forums during Expo 2025 in Osaka. The discussions aimed to reshape global tourism by highlighting inclusive leadership and eco-conscious growth as key drivers of a more resilient and equitable travel industry.
In a press statement UN Tourism says that the global event, which expects around 28 million visitors from over 150 countries, aligns with the 2030 Agenda for Sustainable Development.
It adds that on April 28, the “Celebrating Female Founders Forum” focussed on the role of women in tourism technology and innovation, organised by UN Tourism, the forum brought together female entrepreneurs and senior executives from the travel and hospitality sectors.
It adds that representatives from the United Nations at Expo 2025, the Japan Tourism Agency, and UN Tourism opened the programme, setting the stage for discussions on equity and leadership.
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The statement adds that the start-up founders from Japan, South Korea, the United Arab Emirates, China and the United States presented their business models during a pitching round. The companies, ByFood from Japan, NomadHer from South Korea, Xenios Academy from the United Arab Emirates, Shake to Win from China and Greether from the US showcased how tourism technology can contribute to sustainable growth and social impact.
It adds that a panel of senior female executives discussed strategies for overcoming gender-based challenges in the tech sector. They also addressed how leadership and innovation can expand market access and create more inclusive tourism ecosystems.
On April 29, according to UN Tourism, the “Global Tourism Investment Forum – Co-creating Culture for the Future” turned the spotlight to investment.
Antonio López De Ávila
It adds that between 2019 and 2024, the Asia-Pacific region recorded 442 foreign direct investment (FDI) projects in tourism, amounting to USD 37.55 billion. These projects created over 77,000 direct jobs across the region. Japan alone attracted 33 FDI projects, worth USD 2.57 billion.
According to statement the forum addressed investment trends and sustainable development strategies. A “Fireside Chat” moderated by Nikkei featured local case studies including Kiraku and a community-led tourism initiative from Vanuatu.
It adds that private sector participants included executives from JTB, Kansai Airports, Plug and Play Japan, Hyatt, destination capital, and Dossen, with guidance from Travel Voice Japan.
It further adds that the sessions concluded with a reminder that tourism investment is not limited to infrastructure. Speakers underscored its connection to culture, people, and long-term value creation.
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“At Expo 25, we are proud to show that tourism is more than a sector it is a catalyst for sustainable development, social inclusion, and tech advancement. At UN Tourism, we are placing women’s talent at the heart of this journey, supporting the creativity, leadership, and resilience of women across the globe. We also prioritize investments. We work to ensure every dollar invested contributes to a greener, fairer, and more resilient future,” says Antonio López De Ávila, Director, Director, UN Tourism Innovation, Education and Investment.
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