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This paper aims to present the contribution of the United Nations World Tourism Organization (UNWTO) Afiliate Members’ Programme, its knowledge generation, prototypes and research initiatives to promote tourism as a driver of economic growth, inclusive development and environmental sustainability.

This paper focuses on the activities and projects of the UNWTO, as they generate market knowledge, promote competitive and sustainable tourism policies and instruments, foster tourism education and training and work to make tourism an effective tool for development through technical assistance projects in over 100 countries around the world.

The UNWTO Affiliate Members Programme serves as the major gateway for the collaboration between the private and public sectors, working together for the development of tourism. Bringing together over 470 companies, educational and research institutions, destinations and NGOs, this interactive platform provides a space for members to engage in dialogue, share information and take further action.

The UNWTO Affiliate Members Programme has identified some key focus areas for the overall development of tourism and accordingly designed public–private models of collaboration that can be applied in practice.

UNWTO offers a unique platform to stimulate public–private and academic partnerships in creation, dissemination and application of knowledge in tourism, focusing specifically on innovation.

It is essential to understand how the countries with the highest number of tourist arrivals have managed to recover or not based on the competitiveness of the tourism industry during the pandemic stage. It is necessary to evaluate the policies implemented by each government to maintain the competitive performance of their industries. This chapter proposes a comprehensive review of the policies implemented in the 10 most visited countries according to UNWTO data. Most of these policies are geared toward economic and financial flexibility strategies for companies and individuals in the industry under study. The effectiveness of these policies is evaluated with statistical information extracted from a unified UNWTO database to reduce biases in the effectiveness analysis. Finally, concluding remarks are offered on the effectiveness of the policies and their contribution to the sector's recovery.

Novel approaches to tourism have been encouraged as a development strategy for the developing world, from governments and international organizations in the fulfillment of the United Nations Millennium Development Goals. The UNWTO has been playing an important role in this regard with the launch of programs like UNWTO.Volunteers. The literature reveals, however, that the majority of development programs still follow neoliberal approaches, despite a growing interest in applying knowledge and learning postrationalist approaches. Through a case study undertaken in 2008 focusing on UNWTO.Volunteers and its application in Chiapas, this chapter discusses how knowledge and learning approaches are being applied by UNWTO, arguing that it makes an attempt to follow some of the premises claimed by postrationalist theories.