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The 4th UNWTO/UNESCO World Conference on Tourism and Culture responds to the calls for action from the past three Declarations. The theme of the 2019 World Conference, ‘Investing in future generations’will concentrate on cultural transmission, community and capacity building. Panelists shared their perspectives on the priority investments that need to be made to ensure tourism is developed in line with the Sustainable Development Goals and the UNWTO Global Code of Ethics for Tourism.