As tourism across the globe reaches unprecedented levels, so does the need to eradicate child labour and sexual exploitation in the global travel industry.

That is why the United Nations body for tourism is taking action now. A new awareness campaign from the World Tourism Organization (UNWTO) and the International Task Force to protect children in tourism will raise the profile of children who are exploited.

A total of 218 million children are estimated to be engaged in labour worldwide, while millions are especially vulnerable to exploitation and abuse, according to the International Labour Organization. The UNWTO strongly believes that the tourism industry has a moral obligation and a special responsibility to combat child labour, sexual exploitation and trafficking of children.

The organization is therefore encouraging the industry to enforce its Global Code of Ethics for Tourism, and protect children against harm. The campaign stresses that it is unacceptable for the industry and the traveling public to tolerate exploitation of children in all its forms.

This was formally launched at the World Travel Market 2008 at the 23rd meeting of the International Task Force - London, 10 November 2008, and globally on the Universal Children's Day - 20 November also last year through joint and coordinated efforts by all partners, participants, and supporters.

The campaign already enjoys broad support on the part of national governments, tourism boards, other UN agencies as well as partners from the public and private sectors.