What is the primary role of the World Tourism Organization (UNWTO)?

The World Tourism Organization (UNWTO) primarily focuses on promoting responsible and sustainable tourism. It plays a crucial role in fostering an understanding of the economic, social, cultural, and environmental importance of tourism. By advocating for sustainable practices, the UNWTO encourages both governments and the private sector to adopt policies that support long-term tourism development that respects local cultures and natural environments.

This focus on responsible and sustainable tourism aligns with the organization's mission to maximize the benefits of tourism for all stakeholders while minimizing the negative impacts. It also emphasizes the importance of creating a more inclusive and equitable tourism experience, ensuring that benefits reach local communities and contributing to the preservation of natural and cultural heritage.

In contrast, the other options provided do not align with the primary objectives of the UNWTO. Regulating international travel fares or overseeing travel agencies falls outside its mandate, which is more about guidance and coordination rather than direct regulation. While creating competitive tourism markets may be an aspect of its work, it is not the core mission of the organization.