UN Tourism (formerly UNWTO) launched World Tourism Day in 1980, after its General Assembly decided at its 1979 meeting in Torremolinos, Spain, to establish the observance. September 27 was chosen to mark the anniversary of the adoption of the organization's statutes in 1970. The day highlights tourism's role in cultural exchange between peoples and its contribution to economic development and job creation, particularly in developing countries that rely heavily on tourism as a source of income. It also spotlights the importance of sustainable tourism that respects the environment and local cultures. Since 1997, a different country has hosted the official celebration each year, with events and conferences highlighting the value of cultural and natural tourism, alongside campaigns encouraging travelers to explore new destinations responsibly and respectfully toward host communities.