One of the best footballers of this generation, Lionel Messi joins the World Tourism Organization to promote the value of responsible tourism. Recently, the UNWTO Secretary-General, Zurab Pololikashvili, appointed Messi as UNWTO Ambassador for Responsible Tourism.On being appointed as the ambassador for responsible tourism, Messi Said,“During my travels, I have had the opportunity to know other cultures and societies as well as others ways to see the world and this is very enriching. The World Tourism Organization as a specialized Agency of the United Nations works to make tourism a source of development and I am happy I can join this mission of promoting responsible tourism.”Messi is an example of talent and constant work in football. Messi is admired all around the world not the least due to the positioning he brought to the F.C. Barcelona in recent years, the team with which he won a total of 30 titles, including eight Spanish Leagues, four Champion Leagues and five King’s Cups of Spain.“Messi is a unique sportsman and an example of how willpower and constant work yield good results. It is a great honour to have Messi joining UNWTO and other well-known personalities in promoting the positive values and benefits that tourism represents”, asserted Pololikashvili.Messi is the first football player in history who won five Ballon d’Or – the first four won consecutively – and four European Golden Shoes.Lionel Messi joins the Spanish football player Fernando Hierro and the mythical Spanish coach Vicente del Bosque, as the first personalities that UNWTO appoints to advance the links between sports and tourism and promote the transformative power of responsible tourism.