Ecoclub GeoFocus™

The Madrid-based UN agency specializing in Tourism, originally known as World Tourism Organization and then as UNWTO has rebranded itself, to "mark a new era" and use "a new brand narrative .... [which] pivots around three main messages: the UN as a global altruistic organization, the notion of connecting humans around the world, and the concept of proactivity and movement." The Agency is unique in the UN ecosystem in that it accepts both nations (160) and large private companies (hundreds) as members. 33 UN Member states are not members, including the United States, UK, Canada, Australia and New Zealand, while Russia left in 2022. The history of the agency can be traced back to the "International Union of Official Tourist Propaganda Organizations (IUOTPO)" established in 1934.