What makes tourism truly meaningful today - for travelers and for communities?

In this special episode, we welcome Ms. Zoritsa Urosevic, Executive Director of UN Tourism, who visited Almaty, Kazakhstan during the Regional Conference on the Empowerment of Women in Tourism in Europe. Her visit became a powerful reminder that tourism is far more than an industry - it’s a force for equality, sustainability, and shared growth.

Together, Ms. Zoritsa Urosevic and Serik Akishev discuss what defines the real mission of UN Tourism - the United Nations agency responsible for promoting responsible, sustainable, and universally accessible tourism - and how it helps countries and communities benefit from travel in a responsible and forward-looking way. Ms. Urosevic shares her thoughts on how sustainability can become not only an ethical choice but also a profitable one - when innovation and long-term vision come together.

They also touch on global initiatives such as Best Tourism Villages by UN Tourism, which recognize destinations making a positive impact through culture, heritage, and community spirit. Ms. Urosevic highlights the growing potential of Central Asia in the global tourism landscape and explains why this region is becoming one of the most inspiring areas for future development.

But beyond programs and strategies, their dialogue is about people - those who build connections, empower others, and bring the true meaning of travel to life. It’s about the places that give energy, inspiration, and the feeling of home, wherever you are in the world.

This episode reminds us that tourism is not just an industry. It’s a bridge between cultures, a driver of equality, and a space where global change begins with local stories.

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UN Tourism - https://www.untourism.int

UN Tourism on YouTube - https://youtube.com/@UNTourism?si=AFIKLKimd0Gmw7-U

Ms. Zoritsa Urosevic on Instagram - https://www.instagram.com/zoritsaurosevic?igsh=dnVhaWY4NHY4Yg==

Ms. Zoritsa Urosevic on Linkedin - https://www.linkedin.com/in/zoritsa-urosevic-546b939b?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app

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Almaty Tourism Bureau - https://visitalmaty.kz/en/index/

The official instagram page of Almaty city - https://www.instagram.com/visitalmatykz?igsh=MWZmdTZzZG5yYzhnZw==

Visit Almaty Youtube channel - https://youtube.com/@visitalmatykz?si=eL_t4DCKMGCckN4-

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Serik Akishev, Founder & CEO of Welcome - a video-tech ecosystem inspiring travel and connecting cultures worldwide.

Welcome Ecosystem - https://welcomeecosystem.com

Serik Akishev on Instagram - https://www.instagram.com/serik_akishev?igsh=ajBpMTI1OGw3c3dl&utm_source=qr

Serik Akishev on Linkedin - https://www.linkedin.com/in/serik-akishev-130a81a4?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app